News
Pepsico extends with PGA of America
PEPSICO HAS renewed its sponsorship of the PGA of America in a new multi-year deal announced this week
MTN eases commercial woes at PSL
MOBILE TELECOMMS company MTN has renewed its sponsorship with the Premier Soccer League (PSL) in South Africa for a further three years
Olympic Tracker: The Invisible Olympic Sponsors
THERE IS A large group of Olympic sponsors whose primary objective during the Games is to be brilliant, but invisible: the companies who provide vital Games Time services
StubHub begins UK push in Premier League
SECONDARY TICKETING company StubHub has signed its second marketing partnership in as many weeks by agreeing a three-year deal with English Premier League football club Everton
NBA recruits SAP to expand digital offering
GERMAN SOFTWARE company SAP has signed a three-year sponsorship deal with the National Basketball Association (NBA)
Saracens multi-million pound Allianz
ENGLISH RUGBY union side Saracens have joined forces with German financial services provider Allianz in a six-year, £8 million sponsorship deal.
Olympic Tracker: A US perspective on the sponsors
IT APPEARS THAT we live in a world where no one wants to take responsibility. The sponsorship chatter these days is focused around the IOC allowing "unhealthy" brands to sponsor the Olympics
Gazprom doubles up with Chelsea and Champions League
RUSSIAN ENERGY giant Gazprom has signed a three-year sponsorship deal with English Premier League club Chelsea.
Green Bay secures 10 more years with MillerCoors
MILLERCOORS HAS extended its sponsorship of the National Football League (NFL)’s Green Bay Packers for the next ten years.
Nike signs NBA starlet ahead of Olympic Games
ANTHONY DAVIS, the 2012 number one NBA Draft pick, has signed a lucrative shoe and clothing deal with US sports apparel giant Nike
Olympic Tracker: G4S failure highlights sponsorship’s ability to deliver commercial value
UNFORTUNATELY THE biggest Olympic stories of the last few weeks have been negative ones surrounding infrastructure, communications (the O2 mobile network failure), G4S and something about the M4 (what’s n…
Will Olympic sponsors leave a legacy?
I WROTE most of this article a couple of months ago - well before the final rounds of pre-Games activations and ad campaigns that have filled the media space in recent weeks
Western Union connects with UEFA Europa League
WESTERN UNION, the global payment services brand, has signed a three-year agreement to become the Presenting Sponsor of the UEFA Europa League for the period 2012-2015
Land Rover funds Race2Recovery team
LAND ROVER has agreed to sponsor the Race2Recovery rally team for wounded service personnel in advance of its bid to become the first entry into the Dakar Rally with an amputee driver and co-driver
Gaming group gives Judo a throw
AUDIENCE ENTERTAINMENT Group, an interactive group gaming company, has made a late bid for recognition around London 2012 by signing as official sponsor of the Edinburgh Judo Club, which is supplying six…
LCL extends yellow jersey sponsorship
THE TOUR DE FRANCE has secured the financial backing of long-term race sponsor LCL for a further five years
Worldlink ousts Paddy Power at Sunderland
WORLDLINK GROUP, the real-time mobile applications company, is set to become the 'Official Sports Betting and Gaming Partner' of English Premier League club Sunderland AFC - signalling the end…
Bridgestone renews with Copa Sudamericana
TYRE BRAND Bridgestone has extended its title sponsorship agreement of the Copa Sudamericana football tournament