Formula One
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.
Williams dresses to impress with Cavallino
US-based automotive lifestyle company Cavallino Group has signed an agreement to become the official clothing supplier for Formula One motor racing team Williams.
Smirnoff on board with F1’s Force India
Formula One motor racing team Force India has entered into a sponsorship agreement with vodka brand Smirnoff.
Mercedes gets in the saddle with Assos
Formula One motor racing team Mercedes has entered into a partnership with Swiss cycling apparel and equipment company Assos.
Gillette in pole position with McLaren extension
Men’s shaving and toiletries brand Gillette has extended its official partnership with the McLaren Mercedes Formula One motor-racing team.
Singapore Airlines wings in for naming rights to home F1 race
State-owned Singapore Airlines has reached a two-year title sponsorship agreement for Formula One’s Singapore Grand Prix.
Subway linked to F1 sponsorship
US sandwich chain Subway is pondering a move into Formula One that would mirror its sponsorship strategy for the Nascar American stock car racing series
Force India signs up new sponsor ahead of Bahrain GP
Formula One motor racing team Force India has announced a new sponsorship deal with UK-based pharmaceutical group Auden Mckenzie.
Make mine a Martini
This month’s issue of Sports Sponsorship Insider leads with a motorsports story of wider general interest – the return of Martini Racing to Formula One as title sponsor of the Williams F1 team.
Caterham F1 stays connected with Truphone
International mobile network operator Truphone has extended its sponsorship of the Caterham Formula One motor racing team.
Force India adds Mexican partners
Formula One motor racing team Force India has reached sponsorship agreements with Mexican companies Consorcio Aristos and Ficrea.
Marussia renews with Armin Strom
Formula One motor racing team Marussia has signed a one-year extension to its sponsorship agreement with Swiss watch manufacturer Armin Strom.
Sauber brings in two partners ahead of new F1 season
Formula One motor racing team Sauber has agreed deals to make fashion label McGregor and real estate company Pacific Ventures Dubai premium partners on the eve of the 2014 season.