Legacy

Athletics

THIS SUNDAY'S BMW Berlin Marathon marks the mid-way point in the World Marathon Major series, which features city marathons in Boston, London, Berlin, Chicago and New York

No wonder Harry Kewell’s looking so pleased with himself.

FORMULA 1 has long claimed its net impact on the environment is positive through technological developments in street cars. Now this claim is being put to the test in a wider manufacturing context

WHEN THE STORY broke on July 29 that AirAsia CEO Tony Fernandes considered purchasing a controlling stake in Queens Park Rangers, 8

OVER THE COMING weeks, aficionados of European horse racing will have two classic events on which to place their bets: the Qatar Prix de l’Arc de Triomphe at Longchamp (October 2) and the six-race QIPCO B…

PEPSICO'S recent $1bn+ deal with NFL has raised the stakes for the brands involved and put pressure on the company to deliver

SHARES IN some key gaming sponsors have risen sharply on the news that one German state has voted in favour of online gambling

ON THE PITCH Samsung has associated its brand with one of the world’s most successful teams with an enviable track record of wins at home and abroad.

QUEENS PARK RANGERS (QPR) has agreed an innovative shirt sponsorship deal with Malaysia Airlines and AirAsia

A NEW REPORT encourages automotive brands to invest more in their emotional appeal to boost sales from reluctant consumers

Whether you think the corporate logos make or break this shot of Rafa Nadal in the New York rain, there is no denying the quality of US Open sponsors

THIS WEEK Visa renewed the payment card company’s status as the Official Payment Services Company of Major League Soccer (MLS), U.S. Soccer, and the Mexican National Soccer Team’s U.S. To

AT FIRST GLANCE, the cola wars entered a new dimension this week as Pepsico extended its sponsorship of the NFL in a 10-year deal representing an investment of around $2.3bn

TELEFONICA IS probably the biggest mobile phone sponsor that no one has heard of

MERCEDES HAS announced David Coulthard will front a new activity designed to “transform” the luxury marque’s image among a younger audience. The

STILL REELING from missing the cut at the PGA Championship in Atlanta, Tiger Woods and his new agency are having to face the reality that he may be damaged goods as a sponsorship ambassador

UNILEVER HAS announced it is to launch a Facebook campaign to engage consumers around some of its biggest brands including Dove, Flora and Carte d’Or ice cream.

BEST BUY, the US-based consumer electronics retailer, has launched a sports sponsorship programme in order to boost its performance in the UK market