Asia
Herbalife: Product authenticity at the forefront of strategy
Active engagement with its products in order to create authenticity and improve the brand’s reputation in sport is the key driver behind nutrition company Herbalife’s sponsorship programme, Brian McKinley, senior director of corporate alliances at Herbalife, told Sports Sponsorship Insider.
Force India races on with Alpinestars
Italian clothing company Alpinestars has extended its partnership with Formula One motor-racing team Force India.
SAIC Motor joins Nanjing 2014’s green drive
Chinese state-owned automotive manufacturer SAIC Motor has signed up as an official partner for the Nanjing 2014 Youth Olympic Games as the event looks to press home its green agenda.
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.
NBA tips off Acer partnership in Philippines
Taiwanese electronics company Acer has entered into a promotional partnership with North American basketball league the NBA in the Philippines.
Ford steers into Chinese football with CSL
Automotive manufacturer Ford has reached a four-year agreement to become a premier partner of the Chinese Super League football competition from 2014 to 2017.
Smirnoff on board with F1’s Force India
Formula One motor racing team Force India has entered into a sponsorship agreement with vodka brand Smirnoff.
Great Eastern seals Singapore Sports Hub partnership
Insurance group Great Eastern has reached a deal to become a founding partner of the Singapore Sports Hub.
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.
Atos logs on for SEA Games role
International IT services company Atos has agreed a deal to become a partner of the Singapore 2015 Southeast Asian Games.
Dubai extends innovative Chinese table tennis partnership
The Government of Dubai has agreed to extend its groundbreaking sponsorship of the Chinese Table Tennis Association until 2017.
Mitre scores Suzuki Cup deal
UK football equipment brand Mitre has reached a deal to be the official football supplier to the Asean Football Federation’s 2014 Suzuki Cup national team tournament.
Hyundai beats BMW and Toshiba to Beijing Marathon deal
Korean car brand Hyundai beat rival carmaker BMW and consumer electronics company Toshiba to the title sponsorship of the Beijing Marathon last month thanks to strong local connections.
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.
Iveco signs renewal, reduces MotoGP presence
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
Standard Chartered extends commitment to Singapore Marathon
International banking group Standard Chartered has signed a three-year extension to its title sponsorship of the Singapore Marathon.