A round-up of the key sponsorship deals signed around the world
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.
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.
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).
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.
Fast food restaurant McDonald’s’ franchisee programme sees each store contribute a cash fee to the brand’s global sponsorships of the Olympic Games and the World Cup, Thomas Truttmann, head of sports at McDonald’s Europe told Sports Sponsorship Insider.
Carmaker Audi’s far-reaching involvement in winter sports sits as one of four cornerstones in the brand’s wider sponsorship approach, Florian Zitzlsperger, head of sports marketing at Audi, told Sports Sponsorship Insider. The three remaining cornerstones in Audi’s wider strategy are: motorsport, football and golf.
Brand perception is at the forefront of energy company BP’s decision to become an International Partner of the International Paralympic Committee, Mike Sharrock, partnership director for Olympics and Paralympics at BP, told Sports Sponsorship Insider this month.
Fifa marketing director Thierry Weil expects brands from five sectors to take up the majority of the federation’s new Regional Supporter sponsorships: insurance, telecommunications, railways/ground transportation, logistics and real estate.
The Emirates airline continued its big spending on football shirt sponsorships last month, signing off deals with Spanish Liga club Real Madrid, French Ligue 1 side Paris Saint-Germain, and US club New York Cosmos, with a combined value of around €60m ($80m) per season.