Legacy

AURASMA vs INVESTEC: This week, Investec announced it has renewed its sponsorship of Premier League side Tottenham Hotspur for another year

CREDIT TO Synergy Sponsorship’s Tim Crow for this one, although you don’t have to be especially eagle or even crow-eyed to spot something wrong with Gazprom's perimeter board design for this week’s Champ…

MATTHEW PINSENT, FOUR-TIME OLYMPIC GOLD MEDALIST will be sharing his sponsorship insights at the Sports Marketing 360 conference in London next week

DUTCH BREWER HEINEKEN had asked for a quick resolution to the row which threatens to split the European game but a crucial meeting in Dublin this week broke up without any decisions being made

THEY MAY HAVE BEEN dismissed as scary, metallic and monocular but Olympic mascots Wenlock and Mandeville helped to deliver merchandise sales success to London 2012 organisers

After years of being on the outside and staging ‘ambush’ marketing around the Olympic Games, Nike has finally come into the IOC partner programme as a supplier of official attire. Th

WORLDWIDE PARTNER of the International Paralympic Committee (IPC), Ottobock is the provider of a critical service to the modern day Paralympic Games

POLITICS IS PERHAPS the ultimate test of brand equity so we can’t blame Prime Minister David Cameron and London Mayor Boris Johnson for trying to muscle in on the action.

BIG AGENCIES vs SMALL AGENCIES: Frontloaded can declare the hands-down winner on this one before revealing the individual results

BARELY THREE months into a reported $16m deal with Andy Murray, luxury Swiss watch brand Rado struck gold as the Scot delivered his first Grand Slam win in a thrilling 5-setter against Novak Djokovic

LET'S FACE IT, David Beckham has been all over London 2012, but which of his official backers garners the most digital chatter from his association?

G4S vs ATOS: Contrasting stock market reaction to the sponsorship travails of LOCOG security partner G4S and Olympic and Paralympic partner Atos, demonstrates that bad publicity is not always detrimental…

THE SPECTACULAR CRASH at the start of last weekend’s Shell Belgium Grand Prix grabbed the attention of viewers not normally interested in Formula One.

IT'S HARD TO RUIN A PISS UP in a brewery but Heineken seems determined to try
Athletics

MARATHON RUNNERS are renowned for obsessively ticking off the different cities who’s routes they have completed, but now this habit seems to extend to sponsors.

AS A SPONSORSHIP market, Paralympic sport is relatively young

THE RECEIVED WISDOM that sales of soft drinks remain steady in economic downturns has been overturned this year with reports of slowing demand for Coca-Cola products in recession-hit Europe

BRITISH HANDBALL may not have experienced the golden highs of Team Great Britain (Team GB)’s cyclists, rowers and track and field stars at London 2012, but the Olympic Games on home soil has certainly h…