MENA

Features

Audio products manufacturer Jabra is looking to reach business and retail customers through its partnership with the International Triathlon Union’s (ITU) World Triathlon Series (WTS).

Japanese printing and technology brand Epson is using the high visibility of Formula One to increase its global brand awareness and build customer relationships.

The Monster energy drink brand’s deal with Kawasaki Team Racing is its first foray into team sponsorship in World Superbike, but follows a far bigger, ongoing investment in MotoGP.

Energy drink brand Monster Energy as a top-tier sponsor of the Kawasaki Racing Team in a two-year deal, from 2015 to 2016.

Global soft drinks group Coca-Cola clinched a second-tier Official Sponsor position for the 2015 Rugby World Cup after competition from a rival drinks brand.

George Pyne, the former president of IMG Worldwide’s global sports and entertainment business, now head of global sports marketing firm Bruin Sports Capital, believes the new company’s capital base for acquisitions could exceed the $500m (€450m) reported in the media.

Unilever-owned personal care brand Rexona is paying a premium from 2015 to 2016 to partner the Williams Martini Racing Formula One team.

Dutch recruitment company Randstad has renewed its deal with the Williams Martini Racing Formula One team because the team provides an efficient global marketing platform.

New commercial plans set out by the International Olympic Committee (IOC) could spur twofold or threefold increases in TOP Partner values if executed properly, Timo Lumme, managing director of IOC Television & Marketing Services, has told Sports Sponsorship Insider.

Mexico-based telecoms giant América Mόvil has extended its sponsorship with the Sahara Force India Formula One team for the 2015 season.

Airline Emirates is understood to be in talks with another football property after the company announced it would end its relationship with Fifa at the end of 2014.

Chinese telecommunications company Huawei aims to use football sponsorship to increase brand awareness and drive sales in the Spanish market.

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.

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.

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.

German carmaker BMW will measure results from its supplier deal with Formula E before deciding whether to further its involvement in the competition.

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 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.

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.