Automobile Manufacturing
Dare to be Different – Audi & Tottenham Hotspur
Audi leveraged its Tottenham Hotspur partnership through a 2018-19 season social video series aimed at bringing to life the car company and club’s shared ‘dare to be different’ philosophy.
AS Roma women’s team activation – Hyundai & AS Roma
As part of its wider partnership with AS Roma, Hyundai co-created a video to counter scepticism of women’s football, featuring three male AS Roma fans and three players from the club’s women’s team.
Vestas pays premium for Formula E entry with Mercedes-Benz EQ
Danish wind turbine company Vestas signed as a Principal Partner of the Mercedes-Benz EQ Formula E Team, having turned down the title position at Porsche Formula E, industry sources have told SportBusiness Sponsorship.
Sponsors sign on for World Urban Games’ debut
Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…
Juventus close to trebling revenue in Jeep renewal – report
Juventus is close to renewing its shirt sponsorship with vehicle manufacturer Jeep in a deal that would increase the Serie A football club's revenue from €16m ($17.6
Pitch International brokers Fiat, Cimed, American Airlines deals for Brasil Global Tour
Sports marketing agency Pitch International has brokered three partnership deals for the Brasil Global Tour – the series of international friendlies played by Brazil’s national football team in the run …
Tributes paid as sponsorship ‘innovator’ Hester passes away
The European Sponsorship Association has paid tribute to the well-respected sponsorship industry veteran Toby Hester, who has died at the age of 57
Nissan steps up NCAA partnership with basketball deal
The North American division of Japanese automotive manufacturer Nissan has expanded its partnership with the National Collegiate Athletic Association by becoming an official corporate partner of NCAA men’s b…
Komoco Motors signs as title sponsor for revamped Singapore Cup
Komoco Motors, the sole distributor of Hyundai cars in Singapore, has signed as the title sponsor of the Singapore Cup club football competition
Cupra takes over from Audi as Barça’s global car partner
LaLiga club Barcelona and Seat-owned sports car brand Cupra have signed a global partner deal for the next five seasons.
Cupra replaces long-term car partner Audi in the car category
German Handball Federation extends Nigrin sponsorship
The German Handball Federation (DHB) has renewed its sponsorship agreement with Nigrin, the German manufacturer of automotive care products.
Nigrin is to remain a premium partner of the DHB until 2022
BMW extends title sponsorship of BMW Championship
The North American division of BMW has extended its title sponsorship of the BMW Championship, the penultimate event of FedExCup Playoffs
1XBet ousts BetVictor at Liverpool, MG Motor upgrades to global
1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global
Kia teams up with Spanish Basketball Federation
The Spanish Basketball Federation (FEB) has entered into a partnership with Korean automotive manufacturer Kia
Honda adds League of Legends to US esports portfolio
Japanese car brand Honda has signed as the exclusive automotive partner of League of Legends in North America
Norwich seals Lotus deal on eve of Premier League return
Norwich City has confirmed a new partnership with car brand Lotus ahead of the football club’s return to the English Premier League this weekend.
Inaugural Women’s Tour of Scotland closes final deal with Arnold Clark
The inaugural Women’s Tour of Scotland cycling event has signed its final partnership with Scottish car retailer Arnold Clark.
MLS expands Audi partnership with youth academy initiative
Major League Soccer has expanded its partnership with Audi of America by launching a new youth academy support programme called "Audi Goals Drive Progress