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.
Newly-promoted Serie A club Bologna FC is understood to be close to signing a sixth Premium Partner, which will help push sponsorship income up by 50 per cent on two seasons ago in the 2015-16 season, according to Sports Sponsorship Insider estimates.
Swedish car brand Volvo has taken an unusual route in acquiring the title rights to one of the most popular Women’s Tennis Association (WTA) Tour events in the US.
Luxury carmaker BMW has renewed its deal as Official Vehicle Partner of Formula E as brand faith in the fledgling series, and its pricing, remains stable.
Luxury carmaker Mercedes-Benz uses its sponsorships in football to increase global brand consideration and perception but uses its other agreements to directly target potential customers.
French lubricants maker Motul has made a major investment in title rights and trackside advertising to races in the MotoGP World Championship and title sponsorship of the FIM Superbike World Championship (SBK).
Ben Ainslie Racing, the UK’s entry for the America’s Cup sailing series, has got closer to its sponsorship revenue target following British car brand Land Rover’s two-and-a-half year title deal, signed last month.
The Caribbean Premier League (CPL) T20 cricket tournament this month signed a one-year title sponsorship deal with motorcycle manufacturer Hero MotoCorp.