Information Technology


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.

German technology company SAP has signed a multi-year global partner deal with City Football Group, the organisation that owns major clubs on four continents, led by the English Premier League’s Manchester City.

Danone-owned mineral water brand Evian wants to engage customers and promote healthy lifestyles using its long-term partnerships with premium sports properties.

South-Africa based IT solutions and services provider, Dimension Data, this month, struck its biggest sponsorship to date when it signed a five-year Official Technology Partner deal, from 2015 to 2019, with Amaury Sport Organisation (ASO), owners of the Tour de France and other cycling events.

South Africa-based IT solutions and services provider, Dimension Data, has signed a five-year Official Technology Partner deal, from 2015 to 2019, with Amaury Sport Organisation (ASO), owners of the Tour de France and other cycling events.

Japanese printing and technology brand Epson is using the high visibility of Formula One to increase its global brand awareness and build customer relationships.

Cloud computing company EMC is using a consistent sponsorship strategy across its portfolio to build brand image and grow revenues.

Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.

Spanish Liga football club RCD Espanyol dropped its asking price for the naming rights to its stadium before signing a seven-year deal, from 2014-15 to 2020-21, with gaming technology company Power8 this month.

Stefan Lacher, head of technology, sponsorships for technology company SAP, speaks to Sports Sponsorship Insider about the brand's work in the Extreme Sailing Series.

Business analytics software firm SAS’s sponsorship of British Rowing and the elite GB Rowing team could be the first of many tie-ups with sporting organisations, Mark Wilkinson, managing director of SAS UK and Ireland told Sports Sponsorship Insider.

The Rio 2016 Organising Committee for the Olympic and Paralympic Games is struggling to reach its second minimum sponsorship target of $1.3bn (€950m), the amount required to operate the Games without further government subsidy.

New York Road Runners, the body which organises the New York City Marathon, is overhauling its sponsorship structure by reducing the number of partners in its top two sponsorship tiers, signing longer-term deals, and bringing more sponsorship to its other events.

Tata Consultancy Services, an IT services subsidiary of the multinational conglomerate Tata Group, is title sponsoring the New York City Marathon to raise both brand awareness and brand perception amongst a potential client base in the United States and worldwide.

The Women’s Tennis Association (WTA) has signed a $2m (€1.5m)-per-year deal with software company SAP to become to a Global Premier Partner from 2013 to 2016.