Automobile Manufacturing
Addison Lee takes digital-first approach with Lord’s agreement
Marylebone Cricket Club, which operates Lord’s cricket ground in London, has sealed a digital partnership with car service company Addison Lee.
Volvo: Sailing and golf unite car and truck brands
Volvo Car Group and Volvo Group work together in a joint venture on the Volvo Ocean Race but operate separate sponsorship platforms with some other sporting properties
Aiba signs up sponsor for Men’s World Championships
German car manufacturer Borgward has agreed a deal to become the main sponsor of the International Boxing Association’s (Aiba) 2017 Men’s World Championships in Hamburg.
Mexican Football Federation partners with Fiat Chrysler
The Mexican Football Federation (FMF) has entered into a partnership with North American automotive manufacturer Fiat Chrysler.
Toyota expands US Ski & Snowboard partnership after rebrand
Japanese automotive manufacturer Toyota has expanded its partnership with the US Ski and Snowboard Association shortly after the national governing body announced that it has changed its name to US Ski & Snowboard.
World Sailing profits from Volvo’s Olympic ambitions
The Volvo Ocean Race, Volvo Group and Volvo Car Group have signed a four-year Global Partner deal with World Sailing, the international governing body for the sport from 2017 to 2020.
Škoda gets more rights, supplies better cars in new IIHF deal
Carmaker Škoda has recommitted to its Main Sponsor deal with the International Ice Hockey Federation (IIHF) for the World Championship after revamping its rights package.
Hero ramps up commitment to Indian football
Indian motorcycle manufacturer Hero MotoCorp has entered into a partnership with the All India Football Federation, through which it will sponsor the country’s national team.
Toyota strikes deals with New Zealand Olympic, Paralympic bodies
The Toyota New Zealand arm of Japanese automotive giant Toyota has entered into partnerships with the New Zealand Olympic Committee and Paralympics New Zealand.
Suzuki title sponsors Judo World Championships
Japanese automotive manufacturer Suzuki has agreed a deal to sponsor this year’s edition of the International Judo Federation’s World Championships.
Alfa Romeo to sponsor Presidents Cup
Italian car manufacturer Alfa Romeo has reached an agreement with golf’s PGA Tour to sponsor this year’s Presidents Cup tournament.
Hero to title sponsor Hockey World Cup qualifier
Indian motorcycle manufacturer Hero MotoCorp has agreed a deal to title sponsor the upcoming Men’s Hockey World League semi-final event in London, England.
Land Rover: Rugby union and sailing bolster brand positioning
Jaguar Land Rover-owned premium car brand Land Rover is using blue-chip properties in rugby union and sailing to reinforce its brand position as an authentic brand with strong technology and innovation…
Chevrolet backs Red Wings’ new arena, Penguins partner with Gulf Oil
Automotive manufacturer Chevrolet has agreed a deal to sponsor the Little Caesars Arena, the future home of the Detroit Red Wings, while fellow NHL ice hockey team the Pittsburgh Penguins has partnered with US motor fuel distributor Gulf Oil.
Richmond Tigers extend with main sponsor Jeep
AFL Aussie rules football team the Richmond Tigers has extended its partnership with automotive manufacturer Jeep.
Honda renews with Giro d’Italia after strong sales in Italy
Japanese car manufacturer Honda has agreed a second consecutive one-year deal with cycling’s Giro d’Italia, having enjoyed strong sales in the country last year, following four years of poor sales.
Citroën scores deal with Italian Basketball Federation
The Italian division of French automotive manufacturer Citroën has agreed a sponsorship deal with the Italian Basketball Federation (FIP).
Ligue 1’s Title Sponsor search ends with Conforama
Home furnishings retail chain Conforama became the title sponsor of France’s top football league, Ligue 1, in a three-season deal, from 2017-18 to 2019-20, thought to be worth about €27m ($29.5m)