Legacy

THE MANTRA goes that sport and politics don’t mix. It's not true and is probably less true than ever before.

‘BEER BRAND sponsors football team’ must rank just behind ‘Early customers find Boots closed’ in a list of least exciting headlines and on the face of it, ThaiBev’s Spanish football deal is hardly ground-br…

CONFIDENCE IS everything in insurance where customers need to know the company they deal with has the financial wherewithal to meet their claims

THE DRAMATIC climax to February’s Carling Cup saw Championship challenger Cardiff, push their larger rivals Liverpool all the way to a penalty shoot out and delivered the title sponsor a final burst o…

TIGER WOODS – THEN vs NOW: The return of an in-form Tiger Woods to the Accenture World Match Play Championships after last year’s first round failure and no-show in 2010 was a boon for the event’s title…

ONLY IN America could a racing car be emablazoned with the name of its armed forces in combination with a mortgage refinance company. But this is Ryan Newman's No. 39 U.S

THE SAHARA India Pariwar conglomerate has a close relationship with Indian sports, but which of its associations garners the most online conversation?

ANY UNDERDEVELOPED market of over 1 billion people is going to attract international interest particularly in a sector like telecoms

UNLESS YOU'RE AN All Black the Rugby World Cup in 2011 will probably not go down as one of the most memorable events

VISA AND MASTERCARD, the two leading credit card companies worldwide, are major actors in the sponsorship of sport, but which creates the most online chatter?

NISSAN vs BMW: The announcement this week of Nissan as the automotive sponsor of the Rio 2016 Olympic Games for an estimated $200m puts BMW’s Tier 1 deal with the London 2012 Local Organising Committee i…

USA SEVENS 2012 vs USA SEVENS 2011: The USA Sevens rugby tournament, the largest rugby event in North America, has consolidated its sponsorship base for the upcoming fifth leg of the HSBC Sevens World…

RICHARD BRANSON'S Virgin Media wireless company has hired the fastest man alive in order to promote its new broadband service, but has it worked?

ASIDE FROM signing up Puma as a sponsor of its rally car team, BMW has got itself into a bit of local bother with an innovative deal to promote its Mini Cooper car brand via social media

THE TORTUOUS journey taken by major companies in their relationship with overseas manufacturers seems to have come full circle

THIS IMAGE shows journeyman English golfer Robert Rock holding the Abu Dhabi HSBC Championship trophy with members of Etihad Airways, one of the event sponsors, after the final round at the Abu Dhabi Golf…

SINCE THE inception of the IAAF Diamond League in 2010 the event has carried Samsung as title sponsor, but how does social media chatter of the sponsorship compare to other Samsung endeavours?