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The creation of a new European club rugby tournament and an increase in competition for qualification to the tournament from Pro12 clubs were driving factors behind an increase in the value of title sponsorship rights for rugby union’s Pro12 league.

The All England Lawn Tennis Club (AELTC), the organising body for the Wimbledon tennis championships, did not approach the market before signing beer brand Stella Artois as a top-level sponsor in a deal signed this month.

The Asian Football Confederation is generating between $18m (€13.1m) and $20m per year from Official Sponsors for its club competitions from 2014, in the 2013-16 cycle, following the addition of a second Chinese brand in as many months, construction machinery manufacturer Shandong Lingong Construction Machinery (SDLG).

The Rio 2016 Organising Committee for the Olympic and Paralympic Games is struggling to reach its second minimum sponsorship target of $1.3bn (€950m), the amount required to operate the Games without further government subsidy.

Global payment brand MasterCard is in renewal talks for the final Worldwide Partner position at next year’s Rugby World Cup in England, as organisers seek to renew all six top-tier sponsors from the 2…

Beer brand Budweiser’s decision not to renew its lead partner contract with English football’s FA Cup has highlighted some weaknesses in the competition’s value to sponsors, industry experts said this month.

The PGA Tour’s sponsorship renewal with brewer Anheuser-Busch last month is understood to have included an increased fee that will lift the organisation’s annual sponsorship income of between $550m (€401m) and $600m.

This month’s issue of Sport Sponsorship Insider contains interviews with two of the key commercial figures in world football: Uefa marketing director Guy-Laurent Epstein and Fifa marketing director Thierry W…

Hans Erik Tuijt, global manager, Heineken Activation, has told Sports Sponsorship Insider of his hope that European clubs and rugby unions will come to a consensus on the future of the Heineken Cup that will prevent an Anglo-French breakaway competition.

Uefa, the governing body of European football, expects to generate between €450m ($581m) and €500m in sponsorship revenue from the Euro 2016 finals, up more than 50 per cent on Euro 2012.

Uefa Champions League sponsorship is at the heart of Dutch beer brand Heineken’s marketing push to hit a target of 100-per-cent growth in its global market share over the next seven years.

Chinese football’s Super League is aiming to earn $25m (€19.25m) per year from a new title sponsorship deal beginning in 2014, a 150-per-cent increase on the current deal with real estate company Dalian Wanda.

Beer is big business in sponsorship, particularly in football

Brewer MillerCoors' sponsorship deals for the Concacaf Gold Cup and Concacaf Champions League in February were driven by the football tournaments’ popularity in the US Hispanic market.

SPONSORSHIP REVENUE from the central partners of German football’s Bundesliga has grown by over 150 per cent in the last four years, and will increase further in 2013-14 when new deals with logistics c…