Sports Sponsorship Insider is delighted to introduce our second ‘Activation Tracker’ sector report into activation trends in sports sponsorship – this month exploring the automotive sector.
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.
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.
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.