Legacy

LONDON 2012 WAS promoted as the ‘first social media Olympics’. But the opening week of London 2012 saw more controvesry in the social media sphere than harmony. Tw
Football

SUNDERLAND FOOTBALL CLUB of the English Premier League signed a new, two-year shirt sponsorship deal with Invest in Africa, reported to be worth up to £20 million per year to the north-east England-based …
Basketball

AMERICAN EXPRESS, Barclays Center, and the Brooklyn Nets have entered into a multi-tiered, five-year alliance making American Express the official credit card of Barclays Center and the Brooklyn Nets and…
Motorsport

COCA-COLA is evaluating Formula One as a sponsorship platform, a top marketer for the soft drinks giant has confirmed

THIS SUMMER the London 2012 Olympic Games captured the world’s attention. Dubbed the first truly “Social Games”, digital platforms have given the Games their most spectacular visibility ever.

APPLE vs SAMSUNG: The awarding of more than one billion dollars to Apple in its court case against Samsung may seem an unequivocal victory for the California-based hardware giant, but the battle between…

TOTTENHAM HOTSPUR unveiled its third kit for the 2012/13 season this week in a first-of-its-kind partnership promotion with EA Sports’ latest football game, FIFA 2013.

FOOTBALLERS ARE notoriously superstitious and Paddy Power captured this trait perfectly when it supplied Nicklas Bendtner’s lucky pants.

AUTOMOTIVE MARKETERS have seen it all before: it’s like Korea in the 1980s and China or Russia in the 2000s.

SAMSUNG GREW from a tiny Korean noodle business to become one of the largest brands on the planet

FOLLOWING IN Jamaican superstar Usain Bolt’s footsteps, British London 2012 hero Mo Farah appears to be an ideal brand fit to promote Virgin’s broadband service.

PUMA WISHED its brand ambassador Usain Bolt a happy birthday on Twitter this week (August 21)

PARALYMPIC GAMES – PAST vs PRESENT: This year’s Summer Paralympic Games will be the most watched, most sponsored and most anticipated in the event's 52-year history. Th

WHEN NEW ZEALAND-OWNED Canterbury went into administration in 2009 it was a classic case of the brand running ahead of the company’s ability to manage it.

IN THE DARK DAYS of apartheid, Barclays was criticised over its links with South Africa but now its commitment to the continent looks like good business sense

COMPANY MERGERS often set alarm bells ringing at Frontiers as they potentially herald the consolidation of brands and a reduction of sponsorship opportunities

AVID READERS of Frontiers’ Frontloaded weekly e-zine will need no introduction to Chinese telecoms equipment manufacturer Huawei. (For those who missed it click here).

RICHARD BRANSON'S company Virgin is more of a private equity investor than it is an old fashioned conglomerate