Healthcare

Prudential RideLondon was created as a legacy of the 2012 Olympic and Paralympic Games to inspire more people to take up cycling and to generate economic benefit by showcasing London and the nearby county of Surrey to national and international audiences.

Nutrition brand IVC signed a multi-year deal in October to become English Premier League club Manchester United’s first Official Chinese Wellness Partner and the fifth regional partner to have signed up or renewed during the 2014-15 season.

Healthcare and pharmaceutical brand Abbott has signed the title rights to the World Marathon Majors (WMM) for four years, from 2015 to 2018, as part of a larger overall spend on the six-marathon series.

Medical electronics company Toshiba Medical Systems is looking to move away from branded sponsorships towards commercial partnerships, whereby its products are sold to sports teams.

Active engagement with its products in order to create authenticity and improve the brand’s reputation in sport is the key driver behind nutrition company Herbalife’s sponsorship programme, Brian McKinley, senior director of corporate alliances at Herbalife, told Sports Sponsorship Insider.

Sponsorship revenue for the 2014 Fiba Basketball World Cup in Spain has passed the €10m ($13.4m) mark after the two most recent National Supporter deals, with private healthcare service Sanitas and mobile operator Vodafone Spain.