News

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, 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 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

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…

THE TOUR DE FRANCE has secured the financial backing of long-term race sponsor LCL for a further five years

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…

TYRE BRAND Bridgestone has extended its title sponsorship agreement of the Copa Sudamericana football tournament

ACCORDING TO some commentators, the London Games this summer will be the most tweeted, liked and tagged in history

THE ARIZONA CARDINALS of the National Football League (NFL) have announced Hyundai as the team’s latest marketing partner in a multi-year deal.

ENGLISH PREMIER LEAGUE club Sunderland has announced a deal that will see the Invest in Africa initiative become its shirt sponsor for at least the next two seasons

JAPANESE ELECTRONICS manufacturer Sharp has become a co-title sponsor of the Slipstream Sports-owned UCI professional cycling team

I SUSPECT MANY Olympic sponsors planned less activity over the last few weeks due to anticipated Euro 2012 sponsor activity, which never materialised

CARLTON UNITED BREWERS (CUB) has extended its sponsorship of the Australian Football League (AFL) for a further ten years in a deal valued at over $50 million

ONLINE POKER operator PokerStars has signed up Spain’s eleven-time Grand Slam tennis champion Rafa Nadal to its “Team SportStars” squad of sponsored players.

The 2014 Glasgow Commonwealth Games has secured its first major sponsor in the form of Swiss luxury watchmaker Longines

THERE HAS BEEN a lot of chatter so far this year about how well Nike has capitalised on the ‘Summer of Sport’ theme, so we thought we would take a closer look at how Nike (not an Olympic sponsor) has far…

SYDNEY ROOSTERS of the National Rugby League (NRL) in Australia have agreed a jersey sponsorship deal with German carmaker Opel
Basketball

OFF THE BACK of recent additions to its extensive basketball sponsorship portfolio in the US, Korean automotive giant Kia has signed on as presenting sponsor of the 2011 FIBA Asia Championships to be held…