Africa
Martini Racing’s return marks shift in Bacardi strategy
The Bacardi drinks group is switching the emphasis of its marketing strategy from above-the-line advertising to sponsorship and experiential-based marketing in a move led by the return of Martini Racing to Formula One motorsport as title sponsor of the Williams F1 team.
Puma up to speed with Super Rugby’s Cheetahs
German sportswear company Puma has announced it will continue as the official technical and apparel sponsor of South African Super Rugby team the Cheetahs until beyond the 2016 rugby union season.
Liberty Mutual Group: Working with global and national sponsorship partners
Boston-based global insurance company Liberty Mutual Group has a diversified and varied portfolio of sponsorship assets and partnerships in 26 different markets around the world. Its Irish division is using an innovative sponsorship around Gaelic sports to show its commitment in a new market.
MicroMega makes first sporting move with Super Rugby’s Sharks
South African holdings company MicroMega has reached an agreement to become an official sponsor of the Sharks Super Rugby franchise.
Rugby World Cup seeks full house of top-tier renewals
Barclays’ Premier League deal has “run its course”
‘Killer’ deals to underscore Puma’s brand positioning
Sporting goods brand Puma’s five-year kit sponsorship deal with English Premier League club Arsenal is part of a strategy focused on fewer, but bigger, “killer” deals to make it the number three brand in the football market, Christian Voigt, Puma’s senior head of global sports marketing has told Sports Sponsorship Insider.
Arena outbids Speedo to land major Fina deal
Xerox returns as Golden Lions title sponsor
South African rugby union team Golden Lions has announced a three-year deal to make document solutions company Xerox its new title sponsor for the domestic Currie Cup tournament.
Golden Lions team up with Jonsson Workwear
South African rugby union franchise Golden Lions has agreed a two-year sponsorship deal with Jonsson Workwear.
Brewery gets behind Kenya’s Rugby World Cup drive
Kenya Breweries Limited has agreed a three-year sponsorship deal with the Kenya Rugby Union which will promote its flagship Tusker Lager brand through association with the national team.
Cricket South Africa sees eye-to-eye with Spec-Savers
Cricket South Africa has announced a new partnership with optometrists group Spec-Savers.
McDonald’s: High-end global sponsorships call on global resources
Fast food restaurant McDonald’s’ franchisee programme sees each store contribute a cash fee to the brand’s global sponsorships of the Olympic Games and the World Cup, Thomas Truttmann, head of sports at McDonald’s Europe told Sports Sponsorship Insider.
BetXchange becomes headline partner of African MMA series
Sports betting company BetXchange has expanded its partnership with African mixed martial arts series EFC Africa by taking on a one-year headline sponsorship.
Audi: Carmaker pinpoints cornerstones for global strategy
Carmaker Audi’s far-reaching involvement in winter sports sits as one of four cornerstones in the brand’s wider sponsorship approach, Florian Zitzlsperger, head of sports marketing at Audi, told Sports Sponsorship Insider. The three remaining cornerstones in Audi’s wider strategy are: motorsport, football and golf.
First Capital Plus Bank scores Ghana Premier League deal
Banking group First Capital Plus Bank has agreed a five-year deal with the Ghana Football Association to become the title sponsor of the country’s top flight football division.
Super Rugby’s Bulls sign up new partner
Agricultural services and diversified foods group AFGRI has agreed a sponsorship deal with South African rugby union club Blue Bulls, which competes in the Super Rugby competition.
South African FA nets five-year deal with Nike
US sportswear company Nike has agreed a five-year partnership with the South African Football Association to become the governing body’s new technical sponsor from February 1.