Europe

Football

IT software company SAP became the sixth Premium Partner of the Deutscher Fussball Bund, the German football federation, in March in a five-year deal to the end of 2017, thought to be worth around €2m (…
Football

English Premier League football club Manchester United announced insurance company Aon as the brand behind an eight-year training kit deal which also covers the naming rights to the team’s training ground.
Multi-sport

French-owned EDF Energy renewed its sponsorship of the British Paralympic Association (BPA) for the next four-year Olympic cycle, 2013-2016
Football

Sunderland and Paolo Di Canio appear to have temporarily smoothed the waters regarding claims that the English Premier League club’s new manager is a fascist, but what damage will the undercurrent of c…
Football

Beer is big business in sponsorship, particularly in football
Athletics

Sports Sponsorship Insider talks to the Sainsbury’s boss about the brand’s presence in school and Paralympic sport – and its title sponsorship of British Athletics’ Sainsbury’s Summer Series. Sports
Rugby Union

Sports Sponsorship Insider asks Giles Morgan, group head of sponsorship, HSBC, about the tough marketing decisions ahead for the international banking group
Rugby Union

Sports Sponsorship Insider asks Bruce Cook, Head of RBS Group Sponsorship about the renewal of the RBS 6 Nations title sponsorship and the bank’s sports marketing plans for the future.
Basketball

TURKISH DOMESTIC APPLIANCES brand Beko has paid a fee increase of about 67 per cent to renew its Presenting Sponsor rights to International Basketball Federation (Fiba) World and European national team…
Rugby Union

THE MOST COMPETITIVE bidding process ever for the title sponsorship of rugby union’s Six Nations Championship drove the 70-per-cent sponsorship fee increase paid by UK bank RBS.
Rugby League

THE RUGBY FOOTBALL LEAGUE’S latest second-tier sponsorship deals are making up for a £1.2m (€1.38m/$1.82m)
Volleyball

VELUX’S DEAL IN JANUARY to title sponsor the 2013 Men’s Volleyball European Championship is aimed at increasing the Danish company’s profile in countries where its European handball Champions League spons…
Football

THE ENGLISH PREMIER LEAGUE’S central sponsorship revenue is expected to increase by up to 50 per cent in the 2013-14 to 2015-16 rights cycle, compared to 2010-11 to 2012-13.
Football

Sports Sponsorship Insider speaks with Tom Moradpour, vice president of global brand marketing for Carlsberg, on the rationale and objectives of the company’s three-year sponsorship deal to become the O…
Volleyball

Sports Marketing Frontiers discusses Velux’s title sponsorship of the European Volleyball Confederation (CEV)'s Men's European Championship with Michael K Rasmussen, senior vice president, brand, marketing a…
Football

UEFA CHAMPIONS LEAGUE and Uefa Europa League sponsorship revenues in the 2012-13 to 2014-15 cycle are up 14.5 per cent on the previous cycle, to an average of €312.5 million ($421.5
Football

Dubai-based airline Emirates and English Premier League club Arsenal FC have announced a five-year extension to their shirt partnership until the end of the 2018/2019 season and to the stadium naming rights…
Football

Sports Sponsorship Insider talks to Sally Camm, director of brand communications at Capital One (Europe), as the company’s first season as title sponsor of the Football League’s League Cup reaches its…