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Athletics
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ATHLETIC SHOE brand ASICS activated its sponsorship of last weekend’s ING New York Marathon with some saturation outdoor advertising on the marathon route.
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In collaboration with Major League Soccer (MLS) partners adidas and Gatorade, October was a key activation month for the league’s breast cancer awareness campaign, conducted by the community outreach i…
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Frontloaded bows to no one in appreciation of the subtle midfield arts of Cesc Fabregas and in the wake of recent Puma endorsement deals with the likes of Sergio Aguero and Falcao, Cesc is probably the…
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AFTER YEARS of breakneck expansion, Chinese sportswear brands such as Li Ning and the China Dongxiang Company are grappling with shrinking margins, slowing sales growth and rising inventories of outdated…
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Sprint superstar Usain Bolt promotes the Puma brand before the IAAF World Championships in Daegu, Korea (August 27 – September 4).
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IN RECENT YEARS the stampede to develop credible and impactful CSR programmes has seen the development of a different set of marketing skills, one of which is the ability to attract third party support…
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A CARTOON PRODUCT placement vehicle involving controversial NBA star LeBron James and major brands, Nike, HP and Intel, should not detract from the corporate citizenship credentials of the three sponsor…
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ADIDAS HAS shrugged off the effects of recession, the Japanese earthquake and rising raw material costs to raise its sales and profit forecasts for 2011
Multi-sport
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TOP OLYMPIC TEAMS look set for a sponsorship windfall as emerging brands fuel competition for top rights in the apparel category
Football
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THE BAD BOY reputation of France’s big name footballers - and the indiscretions of their managers - could trigger a first- of-its-kind repayment to French Football Federation (FFF) partners based on a…
Football
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UNDER ARMOUR, the aggressive new US entrant to the European kit market, may have paid over the odds for its place at the Premier League top table with Tottenham Hotspur, according to industry insiders
Rugby Union
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INITIALLY SCHEDULED FOR a grand reveal in September, the Rugby Football Union (RFU) unveiled QBE Insurance as its new sponsor, June 14
Football
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YINGLI SOLAR, WHICH became the first renewable energy company and the first Chinese company to agree a global FIFA deal with its sponsorship of the 2010 World Cup in South Africa, has extended to Brazil…
Motorsport
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The US Army has signed a one-year partnership with Revolution Racing, which provides opportunities in NASCAR for minorities and women and is owned by Max Siegel and John Story, former executives at Dale Earnhardt, Inc.

Gaelic Sports
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ETIHAD AIRWAYS, the UAE’s national airline, has ended speculation surrounding its commitment to the GAA Hurling All Ireland Senior Championship with a sponsorship extension of a further 12 months. Although undisclosed, Frontiers values the deal at around $1.5m.

Golf
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FEDEX HAS EXTENDED its long-running sponsorship of the PGA Tour’s St Jude Classic for a further three years.

Motorsport
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FERRARI’S FORMULA ONE team has renewed its long-standing partnership with tobacco giant Philip Morris International until the end of 2015. As a result, the team will maintain its association with the Marlboro brand and continue to be known as Scuderia Ferrari Marlboro.

Multi-sport
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CItI Group has become the second financial services company to sign-up for a combined sponsorship and media buy with the US Olympic Committee (USOC) and NBC, the Olympic broadcaster of London 2012 in the United States.