French tyre manufacturer Michelin has paid a single-digit percentage fee increase to extend its sponsorship and tyre supply agreement with MotoGP from 2019 to the end of the 2023 season.
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.
World Superbikes (WSBK) has met its five-year sponsorship target, from 2013 to 2017, three years early and has secured just under half of that total until 2020 with a new series title deal.
Oil and gas company Shell is sticking with motorsports to connect with key demographics and authenticate its products.
French lubricants maker Motul has made a major investment in title rights and trackside advertising to races in the MotoGP World Championship and title sponsorship of the FIM Superbike World Championship (SBK).
Swiss watch-maker Wryst struck its first sports sponsorship deal of any kind in April when it signed as a partner of this year's Isle of Man TT festival.
To mark the start of the 2015 FIM MotoGP World Championship, Sports Sponsorship Insider has completed a survey of the sponsorship portfolios for the top four MotoGP teams – Ducati, Movistar Yamaha, Monster Yamaha and Repsol Honda – the race title sponsors and the central MotoGP World Championship sponsors.
Multinational oil and gas company Shell is using motorsport as a platform to showcase its products.
India-based car manufacturer Tata Motors is using sports sponsorship to increase brand awareness and acceptance in Australia.
The Monster energy drink brand’s deal with Kawasaki Team Racing is its first foray into team sponsorship in World Superbike, but follows a far bigger, ongoing investment in MotoGP.
Energy drink brand Monster Energy as a top-tier sponsor of the Kawasaki Racing Team in a two-year deal, from 2015 to 2016.
Transportation insurance company TVM is using sports sponsorship as a story-telling platform and a tool to drive client engagement.
The sponsorship work of bike insurance company Bennetts is driven by their decision to move from an insurance provider to a biking brand, Hannah Squirrell, marketing and e-commerce director of Bennetts, told Sports Sponsorship Insider.
Matthew Glendinning, editor of Sports Sponsorship Insider, provides a round-up of articles found in the May issue of our monthly newsletter.
Dorna Sports, organiser of the Fédération Internationale de Motocyclisme Superbike World Championship, has begun marketing race title sponsorship rights based on the model of MotoGP.