German supermarket chain Lidl is using sponsorship of national sports properties in two major European markets to help reposition the brand from a hard discount distributor to a mass market brand.
Liga International Marketing, a joint venture between Spain’s LaLiga and media agency Mediapro, is understood to have generated significant revenue from Spanish Liga sponsorship deals in Asia and the Middle East in its first season.
In 2013, Papa John's agreed a one-season deal to become the Official Pizza Partner of The Football League, the world’s original league football competition. Thirty-seven clubs were selected to play a deeper, ‘opt-in’ role in the partnership. These teams were selected based on the size of their support, the strategic business importance of their local area, and the number of franchisees nearby.
Belgian pharmaceutical company Omega Pharma has made its sports nutrition brand Etixx the joint-title sponsor of the Omega Pharma - Quick-Step Pro Cycling Team from 2015 to 2017.
Amaury Sport Organisation, the organiser of the Tour de France cycle race, is in talks with carmaker Skoda and food conglomerate Nestlé Group to renew as Tour de France Club Partners and maintain a top-tier sponsor line-up that has gone unchanged since 2004.