Soft Drinks


The 2014 National Football League (NFL) International Series will create significantly more media value for its sponsors than the previous series due to a number of factors.

The music was pumping at the London Marriott Hotel in Grosvenor Square, London last night, as the UK Sponsorship Awards rattled through more than 20 award categories and three personality awards as part of the event’s 20th Anniversary celebrations.

Day three of the 2014 IEG Sponsorship Conference started at a round table with director of global partnerships for logistics company UPS, Betsy Wilson.

Soft drinks brand Coca-Cola, razor brand Gillette, financial services company Citigroup and electronics company Sony have shown interest in the McLaren Mercedes F1 Team title sponsorship, but the team may wait until the entry of its new engine partner Honda in 2015 before signing a deal.

The Rugby League World Cup 2013, currently being hosted by England and Wales, will make £2m (€2.4m/$3.2m) to £3m in sponsorship revenue, according to Sports Sponsorship Insider research.

Gatorade, the PepsiCo-owned sport drink brand, has seen exposure at the 2013 Rugby League World Cup surpass its own expectations, with UK viewing figures for tournament games outranking its own interests in the Premier League.

The Scottish Professional Football League this month agreed a three-year deal with soft drinks brand Irn Bru, boosting its annual sponsorship revenue to around £1m (€1.2m/$1.6m), with its most valuable title sponsorship still to sell.

A further two brands are expected to sign on as sponsors of the Badminton World Federation’s Major Events in the coming months, with the federation having settled on a target of five brands for what is a new sponsorship category.

Highlights and insights from the European Sponsorship Association conference held in London in April 2013

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Coca-Cola’s long-awaited entry to Formula One sponsorship finally came to light this week after it was revealed the company’s energy drink brand Burn would become a sponsor of the Lotus F1 team.

NEYMAR vs THE REST: Brands hoping to make a splash in the Brazilian market should look no further than association with domestic soccer star Neymar, according to research carried out by a local sports…

IN A WEEK when the reputation of one of the brightest stars of world sport came crashing to earth, the achievement of record-breaking sky diver Felix Baumgartner was a thrilling reminder of what’s possible.

IT WAS A GREAT weekend for Red Bull as two of its sponsorships came good

IT'S A HEADLINE guaranteed to get the attention of all keen brand watchers