Legacy

THE UK ARM OF professional services firm Deloitte is predicting a big boost to its business following its role in the London 2012 Olympics

PARADOXICALLY THE sheer number of gold medals will reduce the earning power of Team GB stars, says the Fast Track agency, but that won’t stop some making a million pounds.

BRITISH FINN-CLASS Olympic champion Ben Ainslie has been quick to convert his status as the world’s greatest Olympic sailor into endorsement gold.

ORIGINALLY CREATED for the Vancouver Winter Olympics in 2010, P&G’s global Olympic sponsorship campaign, “Thank you, Mom” focuses on the people who are most responsible for the nurturing and development of wo…

P&G UK’s COMMITMENT to the London 2012 Paralympic Games has stepped up an extra level with the announcement that it has signed on as title sponsor of the inaugural Paralympic Ball.

TO CELEBRATE ITS ROLE as official sportswear sponsor of the London 2012 Olympic Games, adidas has been running its "miadidas Customisers" campaign, commissioning artists to customise training shoes, with…

SOON AFTER breaking the 100m Olympic record last Sunday, Usain Bolt revealed that he ate a McDonald’s wrap and a few chicken nuggets just before he took to the track.

HANDBALL vs VOLLEYBALL: This weekend will see two so-called second-tier sports – handball and volleyball – take their place in the Olympic sun with finals in the women’s and men’s competitions this Sa…

INTERNATIONAL OLYMPIC COMMITTEE (IOC) rules state there should be no advertising or publicity material in and around Games venues

IN THESE DAYS of banker bashing it's easy to damn them all as a group but that is to make two important errors

THIS WEEK saw US automotive manufacturer Chevrolet announced as Manchester United’s new shirt sponsor, effective when Aon’s current £20 million per year deal comes to an end in 2014.

THE WIDE RANGE of ownership and funding models in place throughout European club and provincial rugby, combined with the different characters of individual territory markets, means the value of sponsorship…

THEIR UBIQUITY AS sponsors of sport suggests the link between mobile phone operators and major sports events is obvious, but recent business pressures and a divergence of strategies may require different…

CHINESE SOLAR PANEL company Trina Solar signed a three-year marketing partnership with what was then Renault F1 in 2010

ACCORDING TO SOME commentators, the London Games this summer will be the most tweeted, liked and tagged in history
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Australian Rules Football

THE AUSTRALIAN FOOTBALL League (AFL) and SABMiller-owned Carlton United Brewers (CUB) negotiated a new 10-year partnership agreement, reportedly worth in excess of AU$50m, with Carlton Draught continuing…