Middle East

Motorsport

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.

Motorsport

September (and the end of August) saw a number of landmark sponsorship deals cross the line – and Sports Sponsorship Insider has covered the best of them.
Handball

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.

Multi-sport

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.

Football

Sporting goods manufacturer Umbro is hoping to support a global brand revival by driving revenue through a number of football kit deals.

Horse Racing

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.

Golf

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.

Multi-sport

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.

Football

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.

Cycling

Stephen Urquhart, president of the luxury watch brand Omega, provided Sports Sponsorship Insider with a great marketing insight when he said that the only sponsorship that clearly moved sales of its watches was Omega’s James Bond deal.

Cycling

The chance to create multinational marketing campaigns using teams with multinational players is central to car rental company Europcar’s sponsorship decision-making.

Football

Qatar Airways has announced a partnership with the Qatar Stars League that will allow fans to earn air miles by attending matches in the country’s top football division.

Multi-sport

The IOC does not expect every upcoming TOP Partner deal to hit its new price point, but the latest deals with consumer electronics brand Panasonic and tyre and rubber company Bridgestone had given it confidence, the organisation told Sports Sponsorship Insider this month.

Football

Austrian energy drinks company Power Horse has renewed its partnership with the Beach Soccer Worldwide organisation.

Football

Internet company Yahoo’s acquisition of Chelsea manager José Mourinho to write expert blogs for the duration of the 2014 Fifa World Cup has opened the door to future investment in football.

Golf

German luxury car brand BMW has paid an increased fee for the right to extend its partnership with golf’s European Tour for four more years, from 2015 to 2018.

Football

Kit manufacturers spent $396m (€289m) on deals with the 32 national teams competing at the 2014 Fifa World Cup in the year covering the tournament, Sports Sponsorship Insider can exclusively reveal.

Basketball

The UAE Basketball Association has reached a long-term agreement with Dubai Duty Free under which the airport retailer has become an event sponsor of the International Basketball Federation’s (Fiba) 2014 U-17 World Championship in Dubai