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.
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.
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.
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.