Beer
Second-tier deals ease pressure on RFL
THE RUGBY FOOTBALL LEAGUE’S latest second-tier sponsorship deals are making up for a £1.2m (€1.38m/$1.82m)
Premier League: Sponsorship income to track strong increase in overall revenue
THE ENGLISH PREMIER LEAGUE’S central sponsorship revenue is expected to increase by up to 50 per cent in the 2013-14 to 2015-16 rights cycle, compared to 2010-11 to 2012-13.
Tom Moradpour, VP global brand marketing, Carlsberg
Sports Sponsorship Insider speaks with Tom Moradpour, vice president of global brand marketing for Carlsberg, on the rationale and objectives of the company’s three-year sponsorship deal to become the O…
NHL lockout is lose-lose for sponsors
SPONSORS vs THE NHL LOCKOUT: Last week, the National Hockey League (NHL) scrapped another two weeks of the regular season and junked the 2013 All-Star Game in Columbus, Ohio, scheduled for January
Great result, but where’s the sponsor?
GOAL HERO Victor Wanyama (pictured) celebrates after scoring Celtic’s first goal on the way to a monumental 2-1 victory over FC Barcelona in the UEFA Champions League on Wednesday night.
Rugby and Bond double the buzz for Heineken
HEINEKEN REGISTERED more online buzz in the United Kingdom from its sponsorship of the latest James Bond movie Skyfall this week than from its long-standing title sponsorship of European club rugby’s H…
Heineken denied a ‘quick resolution’ to rugby dispute
DUTCH BREWER HEINEKEN had asked for a quick resolution to the row which threatens to split the European game but a crucial meeting in Dublin this week broke up without any decisions being made
Heineken results dampen the mood at Olympic party
IT'S HARD TO RUIN A PISS UP in a brewery but Heineken seems determined to try
Ten more years for CUB and AFL
THE AUSTRALIAN FOOTBALL League (AFL) and SABMiller-owned Carlton United Brewers (CUB) negotiated a new 10-year partnership agreement, reportedly worth in excess of AU$50m, with Carlton Draught continuing…
Poland – a decade of growth in sports marketing
EQUAL PARTNERS in the hosting of Euro 2012, Poland and Ukraine are far from equal in terms of economic development and resultant sponsorship activity
Gullit’s Cloozup with social media
THE RULING PRINCIPLES of Cloozup, a soon-to-be launched social networking platform co-founded and fronted by former Dutch international footballer Ruud Gullit, are to bring fans closer to their favourite…
Olympic sponsorship clashes with MP’s personal brand ambitions
UK Members of Parliament have an unenviable life: they struggle with obscurity, take the blame for everything from the weather to Andy Murray failing to win Wimbledon and they can’t even fiddle their e…
Beer brand battles Down Under
VICTORIA BITTER vs CARLTON: Forget Fosters and XXXX, the battle between Victoria Bitter (VB) and Carlton Draught is the one that counts in Australia’s domestic beer market, and both brands are heavily r…
Social media lifts FA Cup with Budweiser
THE UK BROADCAST of the 2012 FA Cup final invited fan engagement via the second-screen and social media In a coordinated campaign from competition lead partner Budweiser, in partnership with the Football…
Euro 2012 a digital winner for Carlsberg
THE GERMAN TEAM is looking very strong at Euro 2012, but how does its national beer sponsor Bitburger compete against Euro 2012 sponsor Carlsberg in its home market?
Beer brands tell government that Sponsorship works but in a limited way
ALCOHOL CHIEFS have defended their sponsorship of sports events, claiming that brands have played an important role in the development of grassroots sports across the UK
FA Cup final boosts online buzz for Budweiser
BUDWEISER, flagship brand of US brewer AB InBev, signed a three-year contract with the English Football Association in June 2011 to become the presenting sponsor of the FA Cup
Miller targets sponsorship at Hispanic and African American markets
IN AN ENVIRONMENT where brands streamline their messages to hit as many markets as possible, it is unusual to find one following an aggressive differentiation strategy