MENA
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.
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.
Qatar’s Emir Cup retains sponsors
Qatari retail chain Fifty One East and electronics giant Sony have agreed a three-year deal with the Qatar Football Association to extend their sponsorship of the Emir Cup club football competition.
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
Arabian Gulf Development takes UAE League Cup title spot
Arabian Gulf Development has expanded its involvement with football in the United Arab Emirates after signing a naming rights agreement for the UAE League Cup knockout club competition.
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.
Hublot to continue to watch over Fifa
Hublot has extended its partnership with Fifa, world football’s governing body, until 2022, according to the Swiss watchmaker’s president Jean-Claude Biver.
Emirates Cricket Board strikes OSN deal ahead of World T20
Pay-television broadcaster OSN, which operates in the Middle East and North Africa, has reached a deal to become the first-ever corporate sponsor of the Emirates Cricket Board.
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.
UAE FA banks Al Hilal extension
Abu-Dhabi based Al Hilal Bank has renewed its sponsorship of the UAE Football Association for a sixth consecutive year.