Asia-Pacific
SAP and the Extreme Sailing Series
Stefan Lacher, head of technology, sponsorships for technology company SAP, speaks to Sports Sponsorship Insider about the brand's work in the Extreme Sailing Series.
MasterCard: Consumer-based marketing for business to business operations
Payment systems company MasterCard is using its sports sponsorships as part of a consumer-based marketing strategy despite a lack of direct consumer operations, Ann Cairns, president, international markets for MasterCard, told Sports Sponsorship Insider.
Unibet fights for greater market share with UFC
Online betting company Unibet will be the Official Betting Partner of the Ultimate Fighting Championship mixed martial arts organisation under a two-year deal, from March 2014 to March 2016.
Reports from sponsorship industry event the ESA Summit 2014
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.
Sponsorship deals from March 20 to April 15
A round-up of the key sponsorship deals signed around the world
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.
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.
Chinese entrants raise AFC club competition revenues
The Asian Football Confederation is generating between $18m (€13.1m) and $20m per year from Official Sponsors for its club competitions from 2014, in the 2013-16 cycle, following the addition of a second Chinese brand in as many months, construction machinery manufacturer Shandong Lingong Construction Machinery (SDLG).
Rugby World Cup seeks full house of top-tier renewals
Barclays’ Premier League deal has “run its course”
Arena outbids Speedo to land major Fina deal
Coca-Cola, Gillette, Citigroup and Sony circle McLaren
Soft drinks brand Coca-Cola, razor brand Gillette, financial services company Citigroup and electronics company Sony have shown interest in the McLaren Mercedes F1 Team title sponsorship, but the team may wait until the entry of its new engine partner Honda in 2015 before signing a deal.
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.
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.
BP targets change in brand perception as International Paralympic Committee partner
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.
Dafabet: UK assets driving Asian expansion
Fifa targeting five key sectors for regional deals
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.
Bodog to drive Arsenal brand in Asia
English Premier League football club Arsenal has agreed a three-year deal to make online gaming website Bodog its official Asian betting partner.