The Rio 2016 Organising Committee for the Olympic and Paralympic Games is struggling to reach its second minimum sponsorship target of $1.3bn (€950m), the amount required to operate the Games without further government subsidy.
Sporting goods brand Puma’s five-year kit sponsorship deal with English Premier League club Arsenal is part of a strategy focused on fewer, but bigger, “killer” deals to make it the number three brand in the football market, Christian Voigt, Puma’s senior head of global sports marketing has told Sports Sponsorship Insider.
The French football federation, the Fédération Française de Football, expects to increase its national team sponsorship revenue by between 10 and 15 per cent in its next cycle, to about €72m ($96.5m) per year, with a host of deals set to be agreed in the coming months.
A deal last month with consumer electronics company Samsung lifted sponsorship revenue for the Brazilian football federation, the Confederação Brasileira de Futebol, to more than $100m (€73.5m) per year.
The South American Football Confederation, Conmebol, secured an increase of at least 20 per cent in the value of the naming rights to its second-tier club competition, the Copa Sudamericana, in its deal last month with oil and gas company Total.
The UFC and P&G campaign was developed to activate individual marketing campaigns for three of P&G’s brands in Brazil.