Legacy

IN SEPTEMBER, the global shopping centre group Westfield signed as the 27th tier three official partner of the London Olympic and Paralympic Games and the 44th commercial partner overall

SPORTS GOVERNING bodies must step up to the plate to help partner brands on their digital campaigns or risk seeing the social media revolution backfire on them

FRENCH ENERGY company and Olympic sponsor EDF has been rapped across the knuckles by a Paris court for spying on environmental campaign group Greenpeace. The firm was handed a €1.5

F1 OFFICIAL TYRE Supplier Pirelli is bracing itself for slower sales and the effects of global recession

TENNIS SPONSOR Aegon has been forced to take heavy losses on the value of its investments showing the impact of the financial markets on the insurance sector

ATHLETIC SHOE brand ASICS activated its sponsorship of last weekend’s ING New York Marathon with some saturation outdoor advertising on the marathon route.

ETIHAD vs EMIRATES: The Etihad Abu Dhabi Grand Prix coming up this weekend offers another opportunity for the title sponsor to catch up with its Dubai-based airline rival Emirates in terms of global awareness

THE EXPANDING U.S. nutritional supplement company, MusclePharm Corporation, announced a one-year sponsorship deal with NFL superstar Chad Ochocinco, October 25

CAMPER, the Spanish shoe company, which sponsors Emirates Team New Zealand in the 2011-12 Volvo Ocean Race, has activated its partnership with the creation of the “Camper Pavilion” to highlight its des…

A FORMULA ONE grand prix took place on Indian soil for the first time in the sport’s history last weekend, October 30.

BECKHAM vs BECKHAM: David Beckham is already having a hugely lucrative London 2012. First Samsung, a Worldwide Olympic Partner, signed him up as Brand Ambassador

The Turkish sponsorship market can be divided into three main sub-categories: sponsors which invest heavily internationally, sponsors which invest professionally locally and sponsors which invest locally…

THE MOBILE PHONE handset sector’s sports sponsorship profile can be characterised by those who do and those who don’t. Among the big hitters, Samsung, LG and Sony Ericsson certainly do. No

IS THERE ANY room for brand-led CSR-driven programmes in motorsports? In my view, motorsports remains a powerful yet relatively untapped resource for brands with a relevant corporate social responsibility…

DIGITAL BILLBOARD replacement (DBR), technology allowing in-stadia advertising billboards to be digitally ‘replaced’ in live TV broadcasts, looks set to revolutionise the sports advertising marketing in …

THE ENGLISH PREMIER League’s Manchester City Football Club and Etihad Airways struck a 10-year comprehensive partnership agreement significantly expanding their existing commercial relationship in a d…

CHINESE REAL ESTATE firm Dalian Wanda is to inject 500m yuan ($77m) into football in China after a three-year agreement was agreed with the Chinese Football Association (CFA)

LAST MINUTE activation around next year’s Olympic Games is likely to inspire a hike of up to 20 per cent in outdoor advertising rates in the host city.