France-based human resources company Proman will use its national sponsor position at Euro 2016 to create business relationships with other tournament sponsors.
Airline Emirates is understood to be in talks with another football property after the company announced it would end its relationship with Fifa at the end of 2014.
Guy-Laurent Epstein, marketing director of Uefa Events, believes that the federation is on course to hit its projected revenue target for sponsorship rights connected with Euro 2016, despite the current shortfall of three Global Partners.
French lottery operator Française des Jeux (FDJ) signed a deal with Uefa’s to become a National Sponsor of Euro 2016 in France.
Financial services company UniCredit is in talks to renew its partnership with the Uefa Champions League for the 2015-16 to 2017-18 cycle, after a strong return on investment from its current deal.
Clubs in the 2013-14 Uefa Champions League, Europe’s premier continental football competition, generated around €640m ($878m) from shirt sponsorships and kit supplier deals during the season.
UK asset management firm Threadneedle Investments decided to upgrade to a global position in triathlon, having trialled the sport as a local partner of the PruHealth London Triathlon, last year’s ITU World Series Grand Final.
Sponsorship has proven a “flexible instrument” to financial services company UniCredit that has supported brand building and will provide a platform for future business related objectives, Daniele Penna, head of strategic sponsorships at UniCredit Group told Sports Sponsorship Insider.
Payment systems company MasterCard is using its sports sponsorships as part of a consumer-based marketing strategy despite a lack of direct consumer operations, Ann Cairns, president, international markets for MasterCard, told Sports Sponsorship Insider.