Cars/Automotive

Latest Features

The 2019 tie-up between newly promoted Norwich and carmarker Lotus was unveiled with ‘Driving Performance’, a campaign spearheaded by a car chase video starring Darren Huckerby and Delia Smith.

‘Terrains’, which debuted in June 2019, was a video-led TV and social campaign from Jeep, activating its Juventus sponsorship with the message that excellence must be achieved through hard work on the toughest territory.

Spanish sports car brand Cupra signed as the Official Automotive and Mobility Partner of LaLiga club FC Barcelona in a five-year deal.

Chelsea official automotive sponsor and sleeve sponsor Hyundai expanded its ‘supporters first’ #ForTheFans concept through the ‘Hyundai FC’ grassroots football programme.

To redress the gender imbalance in cycling, in 2018, Škoda UK decided to use its voice within the sport to start a long overdue conversation about the gender gap in professional cycling.

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 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

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 …

The European Sponsorship Association has paid tribute to the well-respected sponsorship industry veteran Toby Hester, who has died at the age of 57

Features

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 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.

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.

1XBet spent big to oust BetVictor as Liverpool's exclusive betting partner, and MG Motor upgraded its China deal to global

Italian FA (FIGC) set to earn €37m from sponsorship rights in 2019 Top Partner deals renewed this month with Eni and Tim

Spain’s national football federation has inked three renewals and one new partnership in this year’s first quarter, raising at least €5.5m ($6.2m) in sponsorship revenue. T

Sina is believed to have earned about $5m (€4.4m) from the top sponsor for its Golden League 3x3 basketball competition this year, SportBusiness Sponsorship understands.

German car brand Volkswagen will pay just under $7m (€6.1m/£5.2m) per year to partner with US Soccer, America’s national football federation.

Italian carmaker Alfa Romeo is understood to have paid an extra $5m (€4.4m) per year to upgrade from title sponsor of the Sauber Formula One Team to full team rights.

South Korean carmaker Hyundai is investing at least €16.4m ($18.6m) in four new partnerships across four of Europe’s top football leagues this season. In England, Hyundai is paying about £5m (€5.4m/$6m

German luxury car brand BMW will commit over $60m (€53m) to its Ryder Cup and European Tour golf sponsorships over the four-year period from 2019 to 2022, after signing four renewals in November.

The €18m ($20.7m) investment of India’s Balkrishna Industries (BKT) in this month’s deal to title sponsor France’s football league cup, the Coupe de la Ligue, followed its €7.5m invest

This article looks at three activation campaigns run by national team sponsors throughout the 2018 Fifa World Cup.

Premium beer brand Budweiser has overcome fierce competition in the Football Association’s beer category to become the sole beer partner, taking all three key assets in the portfolio.

PROJECT DETAILS Sponsorship title: Jaguar XF Sportbrake Reveal: Official Car Partner of AELTC, The Championships, Wimbledon Duration of sponsorship: July 2015 – July 2017 E

PROJECT DETAILS Sponsorship title: Audi, Official Vehicle Partner to Cricket South Africa and the Proteas Duration of sponsorship: 2014-2017 Entered by: Levergy Sports and Entertainment Marketing

PROJECT DETAILS Sponsorship Title: Continental Cycling Heroes Tour Duration of Sponsorship: March - September 2017 Entered by: Sportizon (event support from Golazo)

PROJECT DETAILS Sponsorship title: Dacia #FlairPlay Awards Duration of sponsorship: June-July 2017 Entered by: Dacia Sponsor’s industry sector: Automotive Rig

PROJECT DETAILS Sponsorship title: Audi Cup Duration of sponsorship: 2009 – present (every two years) Entered by: Audi AG Sponsor’s industry sector: Automotive Rights