Financial Services - Banking
Top-tier sponsorship deals made in the last two months with the national governing bodies of cricket and rugby union in South Africa reflect a shift in the commercial success, if not popularity, of these two major sports in the country.
Global banking group HSBC is consolidating it sports sponsorship position in golf and rugby sevens as the brand takes an even more targeted approach to the markets in which it operates.
German Bundesliga Club Bayern Munich’s Premier Partner deal with German banking group HypoVereinsbank last month was its seventh deal in 2015, the fifth involving a renewal with an existing partner as part of a major overhaul of the club’s sponsorship model.
Global banking group HSBC will pay more per year in prize money for its title sponsorship of the flagship WGC-HSBC Champions golf tournament in Shanghai, China under the terms of its five-year extension.
The BNP Paribas Open Indian Wells tennis tournament, referred to as the fifth Grand Slam, has the highest title sponsorship value of any mandatory tennis event on the Association of Tennis Professionals (ATP) or Women’s Tennis Association (WTA) Tours.
Financial services company HSBC has renewed as title sponsor of the rugby union World Rugby Sevens Series, under an annual fee increase of at least 100 per cent on its previous five-year commitment.
London Stock Exchange-listed Standard Chartered Bank this month signed a three-year extension, from 2016-17 to 2018-19, to its main sponsor agreement with English Premier League club Liverpool. The deal was signed with more than one year still to run on the previous two year extension, from 2014-15 to 2015-16.
London Stock Exchange-listed Standard Chartered Bank this month signed a three-year extension, from 2016-17 to 2018-19, to its main sponsor agreement with English Premier League club Liverpool.
Financial services company Citizens Financial Group is keen on signing deals that allow for corporate social responsibility (CSR) opportunities over the long-term.
Online trading and investment bank, Saxo Bank, has extended its partnership with the Lotus Formula One team for another year, rising in value if it takes up additional on-car branding options at the Monaco Grand Prix.
Dutch bank ABN Amro has undergone a major change in sponsorship strategy since Sports Sponsorship Insider last spoke to the brand in February 2014.
Canada-based bank Scotiabank has signed a multi-property deal, from 2015 to 2018, with Concacaf, the federation for football in North and Central America and the Caribbean.
Global insurance and investment management company NN Group aims to add to recently-signed title sponsorships of the Rotterdam Marathon and The Hague’s City-Pier-City half-marathon with similar deals involving major international running events over the next two years.
Spanish savings bank La Caixa has signed a two-year presenting sponsorship, from 2015 to 2016, with the Copa del Rey Spanish domestic basketball tournament. The deal fulfils the organiser’s requirement to exclusively sign a major Spain-based brand.
The National Basketball Association (NBA) has secured higher prices in renewed deals with carmaker Kia Motors America and financial services company BBVA, with both brands highlighting the league’s digital platforms as a key value driver.
Spanish bank BBVA’s goals for its partnership with the National Basketball Association (NBA) will remain the same under its new deal, Carlos Ricardo, director of marketing, advertising and sponsorship for BBVA, told Sports Sponsorship Insider.