Africa

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The Scuderia Ferrari and Red Bull Racing teams continue to lead the Formula One pack in sponsorship, in spite of the Mercedes’ dominance of the 2014 Championship.

Audio equipment manufacturer Jabra is looking to authenticate itself in the sports fitness space and reach key business decision-makers through its partnerships.

To mark the start of the Cricket World Cup in Australia and New Zealand this month, Sports Sponsorship Insider has completed a survey of the sponsorship portfolios for the boards of Australia, England, India, New Zealand, Pakistan, South Africa, Sri Lanka and the West Indies.

Printing and technology brand Epson sponsors two major football properties, including English Premier League giants Manchester United, that “provide the strategic and geographical coverage the brand requires from its portfolio”.

Online trading and investment bank, Saxo Bank, has extended its partnership with the Lotus Formula One team for another year, rising in value if it takes up additional on-car branding options at the Monaco Grand Prix.

Audio products manufacturer Jabra is looking to reach business and retail customers through its partnership with the International Triathlon Union’s (ITU) World Triathlon Series (WTS).

Japanese printing and technology brand Epson is using the high visibility of Formula One to increase its global brand awareness and build customer relationships.

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.

Global soft drinks group Coca-Cola clinched a second-tier Official Sponsor position for the 2015 Rugby World Cup after competition from a rival drinks brand.

George Pyne, the former president of IMG Worldwide’s global sports and entertainment business, now head of global sports marketing firm Bruin Sports Capital, believes the new company’s capital base for acquisitions could exceed the $500m (€450m) reported in the media.

Skilled batting, accurate bowling and great sportsmanship are the hallmarks of the KFC Mini-Cricket programme, a sponsorship platform which is now in its fifth year and has set itself apart from other sponsorship platforms because of the seamless alignment between brand and rights-holder.

Unilever-owned personal care brand Rexona is paying a premium from 2015 to 2016 to partner the Williams Martini Racing Formula One team.

Dutch recruitment company Randstad has renewed its deal with the Williams Martini Racing Formula One team because the team provides an efficient global marketing platform.

New commercial plans set out by the International Olympic Committee (IOC) could spur twofold or threefold increases in TOP Partner values if executed properly, Timo Lumme, managing director of IOC Television & Marketing Services, has told Sports Sponsorship Insider.

Mexico-based telecoms giant América Mόvil has extended its sponsorship with the Sahara Force India Formula One team for the 2015 season.

Airline Emirates is understood to be in talks with another football property after the company announced it would end its relationship with Fifa at the end of 2014.

For this year’s rugby union autumn internationals, Sports Sponsorship Insider surveyed the sponsorship portfolios of the leading nations: Argentina, Australia, England, France, Ireland, Italy, New Zealand, Scotland, South Africa and Wales.

Chinese telecommunications company Huawei aims to use football sponsorship to increase brand awareness and drive sales in the Spanish market.

Healthcare and pharmaceutical brand Abbott has signed the title rights to the World Marathon Majors (WMM) for four years, from 2015 to 2018, as part of a larger overall spend on the six-marathon series.