Formula One

Features

This summer logistics company DHL renewed a second-tier deal with English Premier League champions Leicester City and added a second-tier agreement with German Bundesliga 2 football club Bochum as the company continues to benefit from its Partner Program, an online portal that supports regional teams when selecting and activating sponsorships.

France-based oil and gas company Total is looking to secure agreements that support its ‘One Ambition, One Total’ diversification policy, a direction that includes its recent mega-deal with the Confederation of African Football (CAF).

Our guest blogger, Richard Gillis, says you shouldn't believe every rumour you read about the sports sector 

Clothing company Pepe Jeans accepted a deal with Red Bull Racing that offered significantly less visibility than its previous agreement because of the equity it has built with the Formula One team.

For the purposes of this Data Report into the top three sponsors by rights fee attached to the 10 Formula One teams for the 2016 season, carmaker constructors have not been included.

Diageo-owned whisky brand Johnnie Walker will continue to use its ‘Join the Pact’ responsible drinking initiative as the centrepiece of its investment in Formula One. K

Diageo-owned whisky brand Johnnie Walker renewed its official sponsorship of Formula One team McLaren-Honda in a deal with a significant performance-related component.

Tata Communications is a telecommunications solutions company owned by the Indian business conglomerate Tata Group.

Recognised as one of the most enduring partnerships in motorsport history, the relationship between Scuderia Ferrari and Shell dates back to the founding of the race team by Enzo Ferrari in 1929.

Danish fashion brand Bestseller will sponsor carmaker Renault’s new Formula One team, thus ensuring that Danish driver Kevin Magnussen gets one of the main driver positions for the 2016 season.

Luxury carmaker Mercedes-Benz uses its sponsorships in football to increase global brand consideration and perception but uses its other agreements to directly target potential customers.

The Manor Formula One team has signed a performance-related deal with shipping container company Flex-Box until the end of the season as the team continues to gain momentum both on and off the track.

The Infiniti Red Bull Racing Formula One team this month signed a deal with Chinese electronics manufacturer Hisense as the team’s commercial programme continues to thrive in the face of on-track troubles.

Bernie Ecclestone has told Sports Sponsorship Insider that Formula One Management, the motorsport’s commercial rights-holder, has not failed in its efforts to sell title sponsorships to its Formula One Grands Prix this season.

Zak Brown, currently chief executive of motorsports agency, JMI, has been appointed as the group chief executive officer of global sports marketing agency CSM Sport & Entertainment (CSM). Reflecting on the move, Brown talks exclusively to Sports Sponsorship Insider about his vision for the group.