Cars/Automotive

Features

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

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.

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.

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…

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.

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)

Jaguar Land Rover-owned premium car brand Land Rover has renewed as a top-tier Worldwide Partner of the 2019 Rugby World Cup to be hosted by Japan.

Honda-owned luxury car brand Acura this month signed its first major sports sponsorship agreement, securing a three-year shirt deal with Major League Soccer’s Columbus Crew.

The Italian Rugby Federation (FIR) has added carmaker Renault to its sponsorship portfolio and renewed its agreement with the NH Hotels chain as it looks to return its total sponsorship revenue to its 2013 high water mark.

Volkswagen-owned luxury carmaker Porsche is taking its first steps into American team sports sponsorships as it looks to re-energise slowing growth and build on a portfolio that has a strong foothold in Europe.

Luxury carmaker Porsche has signed its first major team deal in the US, with another planned, to reinvigorate slowing growth after six years of strong North American sales.

The German Olympic Committee (DOSB) has increased the value of its sponsorship portfolio for the 2013-16 cycle, but has failed to meet revenue expectations over the last decade, according to the organisation’s president Alfons Hörmann.

General Motors-owned car brands Opel and Vauxhall are reducing their presence in European football over the next 12 months, despite a new stadium naming rights deal with German Bundesliga club Mainz.

Germany's football association (DFB) last month hit its 30-per-cent-increase goal on two deals for the DFB-Pokal, the premier domestic cup competition.

German carmaker Audi has consolidated its top-tier presence in winter sports following Presenting Sponsor agreements with ski jumping’s Vierschanzentournee Four Hills Tournament and the Ski Cross World Cup.

Carmaker Nissan is focused on engaging local dealers to support its goal of a 10-per-cent market share in the US following its mammoth sponsorship deal with 100 US colleges.

Carmaker Nissan is looking to bring all of its sponsorship deals under the global brand umbrella, Gerhard Fourie, general manager, global brand strategy for Nissan, told Sports Sponsorship Insider following the brand’s 100-US college deal.

The International Paralympic Committee (IPC) has brokered its most-valuable sponsorship deal to date in a nine-year Worldwide Partner agreement with carmaker Toyota.

Luxury carmaker Bentley has agreed its first sports sponsorship since 2011, signing a one-year deal with British racecourse operator The Jockey Club to serve as its Official Luxury Car Partner.