The McLaren Formula One team has signed a multi-year partnership with Dell Technologies – the first global partnership made by the company since its merger with EMC in 2016.
Global technology company IBM has extended its US Open sponsorship for five years, from 2017 to 2021, in a deal comprising cash, value in kind and minimum advertising commitments.
For 2016-17, we have researched 134 properties, including 51 deal values, and covering 27 IT brands to map out the sponsorship landscape in the IT sector.
Technology company Cisco’s new partnership with the Extreme Sailing Series will focus on promoting its Smart Cities offering and creating relationships with the competition’s hosts.
Porsche-owned consultancy firm MHP has renewed its title deal with German Basketball Bundesliga (BBL) club Riesen Ludwigsburg as teams continue to rely on local companies for their top deals.
South African technology company Dimension Data has bolstered its presence in professional cycling in a title deal with the team currently known as MTN-Qhubeka.
Japanese IT company Fujitsu is looking for global brand awareness from its sponsorship of the 2015 Rugby World Cup, but is unlikely to extend its sponsorship activity to a national deal in the UK.
Competition from e-commerce and mobile phone sector companies in India has reinvigorated the value of domestic cricket properties, which struggled last year to meet the expectations of rights holders.
Technology company Microsoft last month agreed a title sponsorship deal for the 21st race in Nascar’s Sprint Cup Series to cross-promote its central and team sponsorships with the organisation and the launch of its new operating system, Windows 10.