Middle East

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Dubai-based airline Emirates has made its first sponsorship investment in professional cycling by signing a four-year deal as co-title sponsor of the WorldTour cycling team formerly known as Lampre-Merida.

The non-exclusive nature of tyre, fuel and lubricant sector sponsorship rights across central, event and team properties linked to the World Endurance Championship (WEC) allowed Bapco, Bahrain’s state-owned oil company, to title sponsor the season-ending 6 Hours of Bahrain race, despite the presence of Shell as the series’ Official Fuel Supplier.

White goods manufacturer Beko is considering its long-term sponsorship strategy after its Barcelona deal showed good results.

Swiss watchmaker Swatch last month signed a deal with the International Volleyball Federation (FIVB) and its promoter Beach Major Company to return to the sport as the title sponsor of the Beach Volleyball Major Series in 2015.

Bernie Ecclestone has told Sports Sponsorship Insider that Formula One Management, the motorsport’s commercial rights-holder, has not failed in its efforts to sell title sponsorships to its Formula One Grands Prix this season.

The Qatar Stars League and its domestic cup competition, the QSL Cup, have signed three new partners ahead of the new season.

Spain’s LaLiga has unveiled GCOX, the global cryptocurrency exchange, as its first sponsor in the cryptocurrency and blockchain sector.

Newly-promoted Premier League club Sheffield United has signed a new partnership with Saudi Arabia’s Al Wefaq Rent A Car.

Omani telecommunications company Omantel has renewed its partnership with the Oman Football Association (OFA), through which it will continue to title sponsor the country’s top-tier Professional League.


The Scuderia Ferrari and Red Bull Racing teams continue to lead the Formula One pack in sponsorship, in spite of the Mercedes’ dominance of the 2014 Championship.

Audio equipment manufacturer Jabra is looking to authenticate itself in the sports fitness space and reach key business decision-makers through its partnerships.

Japanese printing and technology brand Epson, this month, signed a three-year Official Team Partner deal, from 2015 to 2017, with the Mercedes AMG Petronas Formula One Team.

Printing and technology brand Epson sponsors two major football properties, including English Premier League giants Manchester United, that “provide the strategic and geographical coverage the brand requires from its portfolio”.

Online trading and investment bank, Saxo Bank, has extended its partnership with the Lotus Formula One team for another year, rising in value if it takes up additional on-car branding options at the Monaco Grand Prix.

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.