Airlines

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The Ultimate Fighting Championship has inked one renewal and four new partnerships since December last year, raising at least $6m (€5.3m) in sponsorship revenue.

Low-cost airline AirAsia has signed sponsorship deals with leading mixed martial arts and surfing organisations to help grow the brand in important Asia-Pacific markets such as China and Australia

The Ultimate Fighting Championship mixed martial arts organisation plans to host five events in Asia and Australia in 2018 as it consolidates its presence in Asia-Pacific and creates more assets for its expanding regional sponsorship roster.

Dubai-based Emirates is the biggest sponsor in the airlines sector by total spend, biggest deal, number of deals and geographic coverage, according to research by Sports Sponsorship Insider into the airlines sector.

Flag carrier Qatar Airways this month became the latest major company to sign a deal with Formula E – having decided that the series has reached critical mass and good level of credibility – as the brand bolsters its portfolio ahead of the end of its Barcelona shirt deal.

Turkish Airlines has renewed its sponsorship of the Cricket Ireland national governing body

LaLiga club Sevilla has signed a short-term deal with Spanish low-cost airline Vueling. Vueling will become the club’s Official Airline Partner for Spain until the end of this season.

Criticism of the sale of naming rights to the Los Angeles Memorial Coliseum has led United Airlines offering to retract its $69m (€61m) offer for the facility, according to the the Associated Press.

Turkish Airlines has signed as the Official Airline Partner of Major League Soccer club Toronto FC for one season

Features

Dubai-based airline Emirates has made its first sponsorship investment in professional cycling by signing a four-year deal as co-title sponsor of the WorldTour cycling team formerly known as Lampre-Merida.

For 2016-17, we have researched 346 deals, including 70 deal values, across 44 major airlines to map out the sponsorship landscape in the airline sector.

Battery manufacturer Duracell is expanding its return to sports marketing with a three-year partnership with the Great Run Series which will build brand awareness for a mass audience, Alex Haslam, Duracell UK marketing manager, told Sports Sponsorship Insider.

International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.

Abu Dhabi-based state carrier Etihad's sponsorship strategy is to create custom sponsorships, which allow the brand to meet specific goals especially around customer sales and retention.

European Professional Club Rugby (EPCR), the body that runs European club rugby’s leading competitions, is seeking a new marketing agency to develop a sponsorship platform that has, so far, yielded just two Official Partners and three Official Suppliers.

 Japanese carrier Japan Airlines has paid a seven-figure euros rights fee to become the Global Partner and Official Airline of the international basketball federation in a 17-month deal, from August 2015 to the end of 2016.

The domestic sales programme for the Rio 2016 Summer Olympic Games is once again gaining traction after signing four second-tier deals in the past three months.

The FA Cup title sponsorship deal which England’s Football Association signed with Emirates this month keeps the association on course to hit its commercial revenue target.

US-based airline United’s title sponsorship deal for the New York Half Marathon is part of a strategy centred on transport hubs, Mark Krolick, managing director of marketing and product development for United, told Sports Sponsorship Insider.

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.

Indian Premier League teams, including last year’s champions the Mumbai Indians, accepted last minute, cut price deals to sell out inventory in the run up to the seventh edition of the Twenty20 cricket competition, IPL 7, currently underway.

Singapore Airlines has replaced telecommunications company SingTel as title sponsor of the Formula One Singapore Grand Prix. Singapore Airlines will pay S$10m (€5.8m/$8m) to $15m per year under a deal signed in April.

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).

Global payment brand MasterCard is in renewal talks for the final Worldwide Partner position at next year’s Rugby World Cup in England, as organisers seek to renew all six top-tier sponsors from the 2…