MENA
Huawei Spain: Brand recognition focus of Atlético deal
Chinese telecommunications company Huawei aims to use football sponsorship to increase brand awareness and drive sales in the Spanish market.
Abbott matches rights fee with activation commitment for WMM
Healthcare and pharmaceutical brand Abbott has signed the title rights to the World Marathon Majors (WMM) for four years, from 2015 to 2018, as part of a larger overall spend on the six-marathon series.
Qatar Airways adds Al-Ahli to football club partners
Qatar Airways has expanded its football sponsorship portfolio after entering into an agreement to become the main commercial partner of Saudi Professional League club Al-Ahli.
Toshiba Medical Systems: moving from branding to knowledge development
Medical electronics company Toshiba Medical Systems is looking to move away from branded sponsorships towards commercial partnerships, whereby its products are sold to sports teams.
Qatar Airways on board for Doha’s Handball Worlds
Qatar Airways has been named as the official airline sponsor of the 2015 International Handball Federation (IHF) Men’s World Championship in Doha, the capital of the Middle Eastern state.
IAAF gains revenue uplift from Dentsu guarantee
The International Association of Athletics Federations (IAAF) has negotiated an increase on its current minimum guarantee from Japanese media agency Dentsu for the global marketing and licensing rights, and media rights outside Europe and Africa, to the World Athletics Series, from 2020.
BMW to “wait and see” with Formula E
German carmaker BMW will measure results from its supplier deal with Formula E before deciding whether to further its involvement in the competition.
Formula E misses sponsorship revenue target
The FIA-sanctioned Formula E motor racing championship has missed its sponsorship revenue target for the inaugural race series, despite the addition of three sponsors this month, including a top-tier Official Cup Sponsor.
Samsung wraps up computer and telecom categories
Samsung has wrapped up the computer and telecommunications categories under the terms of its extended Worldwide Partner deal for the Olympic Games, from 2017 to 2020.
Johnnie Walker adds central deal to F1 platform
Diageo-owned whisky brand Johnnie Walker extended its presence in Formula One by signing a four-year deal, which began this month, to become the Official Whisky of Formula One.
Johnnie Walker crosses the line with F1
Qatar 2015 hails landmark deal for Handball Worlds
Qatar 2015 has hailed a “pioneering” sponsorship agreement with a number of the country’s leading businesses for its staging of the 24th Men’s Handball World Championship next year.
Samsung deal boosts Jordan Olympic Committee’s commercial drive
Korean electronics giant Samsung has agreed a partnership deal with the Jordan Olympic Committee ahead of the 2014 Asian Games multi-sport event, which gets underway on Friday.
Umbro: Reclaiming territory in football
Sporting goods manufacturer Umbro is hoping to support a global brand revival by driving revenue through a number of football kit deals.
QPI extends backing of Prix de l’Arc de Triomphe race
Energy company Qatar Petroleum International has extended its contract as the exclusive sponsor of the world’s richest horse race for purebred Arabians, the Qatar Arabian World Cup, to take in the 2014 edition at Longchamp, Paris on October 5.
Oman Golf Classic cooks up sponsor deal
Luxury holiday destination Shangri-La Barr Al Jissah Resort & Spa has renewed its sponsorship of the National Bank of Oman Golf Classic ahead of the 2014 edition.
Omega: No change in sports strategy
Omega president Stephen Urquhart told Sports Sponsorship Insider that there will be no change to the luxury watch brand’s sponsorship strategy or targeted sports over the next 24 months.
Nissan: Uniformity across sporting platforms
Japanese carmaker Nissan is looking to enforce a cohesive marketing strategy across all of its sporting properties in order to push the same message across its key markets.