State-owned Dutch bank ABN AMRO is set to overhaul its sponsorship strategy in the summer of 2014 and stablise its focus on partnerships with properties in the Netherlands, Ernst Boekhorst, manager of sponsoring and events at ABN AMRO and director of the ABN AMRO foundation, told Sports Sponsorship Insider.
Beazley is a specialist insurance company that relies heavily on strong relationships with insurance brokers. Its five-year commitment to sponsor British Fencing, from 2011 to the end of 2015, provides the business with different ways of engaging with brokers - including through PR in target media and client entertaining opportunities.
Alcoholic drinks maker Diageo beat a renewal offer from incumbent Bacardi to become the exclusive spirits partner of basketball’s NBA last month.
The PGA Tour’s sponsorship renewal with brewer Anheuser-Busch last month is understood to have included an increased fee that will lift the organisation’s annual sponsorship income of between $550m (€401m) and $600m.
The National Football League’s International Series generated a 35 per cent increase in sponsorship income in 2013 compared to 2012, Marc Reeves, the league’s international commercial director, told Sports Sponsorship Insider this month.
The 34th America’s Cup sailing event this September will reach around $100m (€77m) in sponsorship revenue despite a turbulent few months on and off the water.
German car brand Mercedes-Benz aims to use its golf sponsorship assets to drive sales of new models as part of a plan to increase car sales by 60 per cent by 2020.
Sponsorship revenue for the 2013 Gold Cup football tournament reached around $12m (€9.2m), a 50-per-cent increase on the 2011 edition, despite being sponsored by fewer brands and falling short of its revenue target.
Telecommunications company AT&T last month renewed its sponsorship of North American football’s Major League Soccer to tap into the league’s multicultural fan-base and its followers in the 18-34 age group.