Legacy

UAE-BASED MOBILE telecoms firm Etisalat has ousted rival Vodafone to become the new shirt sponsor of Egyptian football giant Al Ahly. Etisalat Egypt has paid a reported US$22

YANKEES VERSUS METS: The New York Yankees’ loss to the Detroit Tigers in Game 5 of the American League Division Series on Thursday concluded a roller coaster seven days for the baseball franchise.

A GIANT WOOLEN England shirt was revealed in Auckland this week by England rugby sponsor O2 as part of its “ShearforEngland” campaign, which is encouraging fans to support the team via twitter. Th

JUST A FEW DAYS after the deal was closed, the investment in renaming the Louisiana Superdome has paid off for Mercedes-Benz

TALK TO SOME of the other commercial partners of the London Olympic games and Eurostar remains an enigma

SAMSUNG IS ONE of the most revered brands in the world of Olympic sport

Frontloaded bows to no one in appreciation of the subtle midfield arts of Cesc Fabregas and in the wake of recent Puma endorsement deals with the likes of Sergio Aguero and Falcao, Cesc is probably the…

THE FIRST SPONSOR to emblazon the shirtfronts of FC Barcelona’s near-sacred blue and red home kit was always going to meet with some resistance from the club’s fans. Re

ON THE EVE of the North London derby between Arsenal and Tottenham Hotspur, the latest annual report on club brand valuations, published by Brand Finance Plc, ranks Arsenal in sixth position, eight places…

'PRICELESS' IS ONE of the most recognised marketing campaigns of recent years and has powered Mastercard to global prominence since it was first rolled out during the 1997 baseball World Series

COCA-COLA has announced a $4bn investment in China and emerged with comments that shine an uncomfortably harsh light on its home market

RUMOURS OF dressing room dramas are nothing new in top-tier football but the latest saga has lifted the lid on the cosy relationship between FC Barcelona and the club’s kit manufacturer.

ONE OF THE main barriers to sponsorship activation in India is the nation’s fragmented retail sector.

AFTER YEARS of breakneck expansion, Chinese sportswear brands such as Li Ning and the China Dongxiang Company are grappling with shrinking margins, slowing sales growth and rising inventories of outdated…

IN THE SECOND part of Frontloaded's analysis of AirAsia’s sponsorship of English Premier League club QPR, Flightdeck, the social media tracker service from Havas Sports & Entertainment, reveals that t…

NO SOONER does Frontiers report that drinks brand owner Diageo was switching some of its sponsorship budget to a strategic tie-up with Facebook, than campaigners mobilise to block it

THE TIMING at UBS could possibly not be much worse. Hard on the heels of a rogue trader loosing the bank $2

NEWS THAT luxury automotive brand Aston Martin has signed a sponsorship deal with German football club TSV 1860 Munchen has caused raised eyebrows all round