Information Technology

Latest Features

US tech brand Intel has expanded its relationship as Global Technical Partner of ESL, the world’s largest esports event organiser

A good sponsorship creates value for both parties

Amazon Web Services, the cloud computing subsidiary of Amazon

Swiss technology company ABB will pay nine-figures in dollars for title sponsorship rights to the FIA Formula E Championship over the deal's duration.

US information technology company HP has extended and upgraded its partnership with Emirates Team New Zealand, which is currently preparing to defend its title in sailing’s America’s Cup.

Women’s National Basketball Association franchise the Indiana Fever has signed a multi-year jersey sponsorship deal with software company Salesforce.

US information technology company Dell Technologies has renewed its title sponsorship of the annual World Golf Championships Match Play event

Cashless payment provider tappit has signed a three-year cashless technology partnership with the Australian Formula One Grand Prix

Features

Sponsorship attracts top-dollar from fast-growing e-commerce businesses

Dell Technologies is using sports sponsorship to grow awareness of the brand and its products and services following its creation in the merger of personal computer brand Dell and the EMC software brand…

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.

SAP, the world’s largest enterprise application software company, is changing its wide-ranging sponsorship portfolio after a major review by the new head of global sponsorships at SAP.

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.

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.

Electricity-utility company Iberdrola is working in cooperation with the Spanish Department of Sport (CSD) to support a drive to increase the promotion and participation of women’s sport at all levels in Spain.

 

Computer technology company Intel has refocused the brand's sports sponsorships on “amazing experiences outside” over the least two years in order to showcase technology that enhances digital sports coverage.

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.