Sports Sponsorship Insider is delighted to introduce our first ‘Activation Tracker’ sector report into activation trends in sport – starting this month with the sporting goods sector.
North America’s Major League Soccer has signed a six-year extension, from 2019 to 2024, to its partnership with German sportswear and equipment company adidas. The current eight-year deal runs from 2011 to 2018.
US sporting goods manufacturer Nike last month became the fifth Global Partner of the International Basketball Federation (Fiba). As part of the deal, Nike also becomes Fiba’s exclusive partner in the sports apparel and sports shoe product categories and the Title Partner of Fiba’s World Ranking.
The Deutscher Fussball Bund, the German football federation, said this week that it had taken a gamble in only extending its kit sponsorship deal with adidas by four years.
Footwear brand Skechers is looking to replicate its US sales success in Europe after securing a one-year deal with the 2016 Ironman European Tour.
The Indian subsidiary of sporting goods brand Nike has extended its contract as the Official Apparel Sponsor of the Indian Cricket Team in a five-year deal from 2016 to 2020.
Japanese car brand Nissan has made its first significant move into cricket as a Global Partner of the International Cricket Council in an eight-year deal, from 2015 to 2023.
Its renewed deal with sporting goods manufacturer adidas means that the Spanish Football Association’s (RFEF) sponsorship revenue will continue to climb despite the national team’s early exit from the 2014 World Cup.
Equipment and sportswear supplier Rhino Rugby is using sports sponsorships to build brand awareness and consolidate its position as a market leader in the supply of rugby equipment.
Sporting good manufacturer New Balance this month signed a five-year deal with Scottish Premiership team Celtic as part of its plan to become a top-three football brand.
Sportswear brand New Balance officially sponsored the Vitality British 10K London Run 2014 on Sunday, 13 July 2014.
The Ultimate Fighting Championship’s (UFC) exclusive apparel deal with sportswear manufacturer Reebok is part of a drive to increase exposure for all the mixed martial arts promoter’s central sponsors.
Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.
Sporting goods manufacturer Umbro is hoping to support a global brand revival by driving revenue through a number of football kit deals.
Performance bicycle manufacturer Bianchi is targeting a set demographic through its sponsorship deals with the UCI WorldTour Belkin Pro Cycling Team and UCI Continental Circuits Androni Giocattoli-Venezuela Team.
The Champions Hockey League, the European continental club ice hockey competition, has surpassed its €2.5m ($3.4m) sponsorship revenue target for its inaugural 2014-15 season, with five spaces to sell.
Japanese badminton, golf and tennis brand, Yonex, has renewed its title sponsorship of the All England Badminton Championships for seven years from 2015 to 2021 – a sponsorship that underscores Yonex’s positioning as the number one brand in badminton.
Sporting goods brand Puma’s five-year kit sponsorship deal with English Premier League club Arsenal is part of a strategy focused on fewer, but bigger, “killer” deals to make it the number three brand in the football market, Christian Voigt, Puma’s senior head of global sports marketing has told Sports Sponsorship Insider.