Formula One
EMC UK & Ireland: Consistent sponsorship strategy across portfolio
Cloud computing company EMC is using a consistent sponsorship strategy across its portfolio to build brand image and grow revenues.
Lotus F1 secures sponsor for US Grand Prix
Jewellery brand Endless Jewelry has agreed to become a sponsor of the Lotus Formula One motor-racing team for next week’s United States Grand Prix.
Red Bull Racing brokers new partnership
Formula One motor racing team Red Bull has announced a commercial partnership with retail foreign exchange broker Exness.
Hugo Boss partnership suits Mercedes
The Mercedes Formula One motor racing team has confirmed a sponsorship deal with German fashion brand Hugo Boss.
Johnnie Walker adds central deal to F1 platform
Diageo-owned whisky brand Johnnie Walker extended its presence in Formula One by signing a four-year deal, which began this month, to become the Official Whisky of Formula One.
Johnnie Walker crosses the line with F1
Formula One raises a glass to Johnnie Walker partnership
Scotch whisky brand Johnnie Walker has entered into a multi-year partnership with the Formula One motor-racing series.
Hublot: Strategy driven by football and F1
Raising global brand awareness and technology showcasing is key to Swiss luxury watchmaker Hublot’s sponsorship strategy.
Mercedes times it right with IWC Schaffhausen extension
Formula One motor-racing team Mercedes has extended a partnership with watch manufacturer IWC Schaffhausen.
SAP: Technology showcasing drives strategy
Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.
Hisense becomes Lotus’ latest short-term partner
Formula One motor-racing team Lotus has agreed its latest short-term sponsorship deal by signing a three-race contract with Chinese television and refrigeration manufacturer Hisense.
Lotus F1 bets on Interwetten sponsorship
Online gaming company Interwetten has agreed to become a sponsor of the Lotus Formula One motor racing team for the German and Hungarian Grands Prix.
Hugo Boss to switch F1 backing from McLaren to Mercedes
German fashion brand Hugo Boss is set to end its long-running association with Formula One team McLaren in favour of switching its sponsorship to rival outfit Mercedes.
Haas Automation enters F1 with Ferrari
North American computer numerical control (CNC) machine tool builder Haas Automation has agreed a deal with Formula One motor-racing team Ferrari.
Bundesliga’s Augsburg lands Nike partnership
Sportswear company Nike has agreed a new kit partnership with German Bundesliga top-tier football club Augsburg.
Smirnoff: Along for the ride with Force India
Diageo-owned vodka brand Smirnoff has committed the lion’s share of its global sponsorship budget for this year to a one-year major partner deal with the Force India F1 team. The deal was announced on May 1, ahead of the Spanish Grand Prix, the fifth race of the Formula One season.
Petronas extends ties to high-flying Mercedes
Malaysian oil and gas company Petronas has extended its title sponsorship deal with the Mercedes Formula One motor-racing team, the dominant force of the 2014 F1 season.
Force India races on with Alpinestars
Italian clothing company Alpinestars has extended its partnership with Formula One motor-racing team Force India.