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Illinois’ Elk Grove Village, the largest industrial park in the US, used its title sponsorship of the Bahamas Bowl college football game to bring in new business.

Research by Sports Sponsorship Insider into retail brands active in sports sponsorship, covering 500 deals, is displayed in the interactive report below.

At most sports industry conferences, the temptation is to seek out the big names and major international players rather than the local sports, agency or corporate brands that largely populate the event. At SpoBis, German sports industry practitioners were out in force and themselves paid close attention to the narratives and strategies presented by many top-level speakers.

English Premiership Rugby club Leicester Tigers has made a net gain on the shirt and stadium assets left by long-term club partner, the construction machinery and equipment company Caterpillar, after the brand opted not to renew last year.

Pan-European supermarkets dominate the sector’s annual sponsorship spend with much of that used on football but golf, cricket and athletics punch above their weight on income generated.

Home improvement retail store chain Epicentr K has signed a new partnership with the Ukrainian Football Association (UAF)

German Bundesliga football club TSG Hoffenheim has agreed a new partnership with global asset management company Columbia Threadneedle Investments and has signed a one-season extension to its deal with…

English Premier League football club Brighton & Hove Albion has agreed a one-season extension to its sleeve sponsorship deal with sports fashion retailer JD

Liverpool FC Women has named Joie as its new Principal Partner and moved men’s team shirt sponsor Standard Chartered to the front-of-shirt position.


German supermarket chain Lidl is transforming its image as a hard discount retailer in its key European markets and using sponsorship of national sport properties to help drive home the message in France and Italy.

Serie A club Internazionale’s official partner deal last month with Chinese online wine retailer Jiuxian represents the first step in a global sponsorship programme that the club hopes will help it earn t…

We have heard from our subscribers that the values of second-tier sports sponsorship are often the most sought after by analysts within sports agencies and the marketing departments of brands and rights-holder…

Who would have thought that a German discount supermarket would be the perfect fit for the British Olympic Association as its supermarket partner?

German discount supermarket chain Aldi has signed a four-year deal with British Olympic Association (BOA) for the Official Supermarket rights to the British Olympic team, covering the 2016 Summer Olympic Games in Rio and the 2018 Winter Olympic Games in Pyeongchang.

In April, German discount supermarket chain Aldi signed a four-year agreement with the British Olympic Association (BOA) for the Official Supermarket rights to the British Olympic team, covering the 2016…

The overall value of the Vierschanzentournee (Four Hills Tournament) sponsorship portfolio has been affected by German sporting success in 2013-14.

British Athletics, the UK governing body for athletics, and its German counterpart, the Deutscher Leichtathletik-Verband (DLV), have given mixed responses to the question of whether hosting upcoming World and European Championships have helped generate increased sponsorship revenue.

Sports Sponsorship Insider talks to the Sainsbury’s boss about the brand’s presence in school and Paralympic sport – and its title sponsorship of British Athletics’ Sainsbury’s Summer Series. Sports

THE STANDOUT feelgood sponsorship winner of 2012 was without question the Paralympics

UK RETAILER Halfords has announced big profits on the back of double digit increases in the sales of bikes

THERE IS NO denying that the retail landscape has been transformed in the past 25 years as national and international chains have sprung up to dominate their categories

THEY MAY HAVE BEEN dismissed as scary, metallic and monocular but Olympic mascots Wenlock and Mandeville helped to deliver merchandise sales success to London 2012 organisers

LET'S FACE IT, David Beckham has been all over London 2012, but which of his official backers garners the most digital chatter from his association?

AS A SPONSORSHIP market, Paralympic sport is relatively young

P&G UK’s COMMITMENT to the London 2012 Paralympic Games has stepped up an extra level with the announcement that it has signed on as title sponsor of the inaugural Paralympic Ball.

WHEN BRITISH sprinter James Ellington put himself up for auction on eBay, many hundreds of other Olympic hopefuls who wished they had thought of the idea first

IN SEPTEMBER, the global shopping centre group Westfield signed as the 27th tier three official partner of the London Olympic and Paralympic Games and the 44th commercial partner overall

HUGE DOMESTIC DEALS have been agreed for both the 2014 FIFA World Cup and the 2016 Rio Olympics and Brazilian companies have led the way with the likes of banking groups Bradesco and Banco Itau investing…