Nissan is likely to pivot away from striking global sponsorship deals to focus instead on more ‘strategic partnerships’ according to Owen Hughes, head of global sponsorship for the car manufacturer.
The company decided not to renew its global sponsorship agreement with the Uefa Champions League when it expired last June, opting instead to agree a regional package of sponsorship rights for the competition in China. The brand began working with the European competition ahead of the 2014-15 season and renewed this deal for four more years in 2017.
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