Global banking brand Barclays has refocused the strategy for its title sponsorship of the English Premier League this season on brand engagement rather than media delivery, according to David Wheldon, Barclays head of brand, reputation and citizenship.
A round-up of the key sponsorship deals signed around the world
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.
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.
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.
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.
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.
Brand perception is at the forefront of energy company BP’s decision to become an International Partner of the International Paralympic Committee, Mike Sharrock, partnership director for Olympics and Paralympics at BP, told Sports Sponsorship Insider this month.
Fifa marketing director Thierry Weil expects brands from five sectors to take up the majority of the federation’s new Regional Supporter sponsorships: insurance, telecommunications, railways/ground transportation, logistics and real estate.