Middle East

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 has extended its partnership with Fifa, world football’s governing body, until 2022, according to the Swiss watchmaker’s president Jean-Claude Biver.

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.

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.

Abu-Dhabi based Al Hilal Bank has renewed its sponsorship of the UAE Football Association for a sixth consecutive year.

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.

Qatari private investment company QIPCO Holdings has increased its presence in British horse racing through a wide-ranging five-year deal to become the first ever official partner of Royal Ascot.

Airport retailer Dubai Duty Free has signed a deal with the Golf in Dubai organisation to extend its status as a patron of the Dubai Desert Classic European Tour event for another three years.

Qatar’s local organising committee for the 2015 Men’s Handball World Championship has sealed a sponsorship agreement to promote its event at the sport’s Men’s EHF Euro 2014 competition.