African telecommunications company Vodacom is increasing its brand presence in rugby to improve brand perception among current and potential mobile post-pay customers.

Rugby union is an increasingly attractive proposition to South African telecoms companies because of its ABC1 audience that can afford subscriptions fees for pay-television platforms. Rugby union is broadcast exclusively on pay-television in South Africa. This audience has led to a crowded sponsorship marketplace.

An increased digital media component was central to African telecoms group Vodacom’s title sponsorship renewal of Super Rugby.

European football's governing body, Uefa, has signed up French telecommunications operator Orange on a dedicated Euro 2016 Global Partner deal.

The mobile phone sector spends a nine-figure euros sum per year on sports sponsorship with the majority of brands using the medium for brand awareness in national markets and only a handful stepping up to acquire long-term regional or global deals.

Australian A-League team Newcastle Jets signed its third sponsorship deal in quick succession when it appointed Alcatel Onetouch as its Official Mobile Partner late last month

English Premier League club Arsenal last month added telecommunications company Indosat to its roster of regional partners, as it aims to make sponsorship deals that improve the team’s international engagement.

The MP & Silva agency is thought to have gone a long way towards hitting its aggressive sponsorship commitment to the Football Association of Malaysia with its deal last month with national telecommunications company Telekom Malaysia.

Belgian pay-television broadcaster Telenet has signed this month as a sponsor of the UCI Cyclo-cross World Cup in 2015-16 and as the event’s title sponsor, from 2016-17 to 2019-20, in a deal that gives Telenet extensive broadcast rights to the series.

French mobile phone operator Orange has renewed its main partner deal with Top 14, French club rugby’s premier league, for four years from 2015-16 to 2018-19.

This month’s Sports Sponsorship Insider leads with the numbers on the latest deals made for partner rights to the Uefa Champions League and Europa League for the 2015-18 cycle.

Brazil-based telecommunications brand Oi has become title sponsor this year’s Rio Open on the World Surf League’s (WSL) Championship Tour.

UK-based telecommunications company BT will sponsor the Scottish Rugby Union (SRU), the governing body for the sport in Scotland, for three years, from 2015 to 2018, as shirt sponsor of the Scotland national rugby union team under a deal signed this month.

Telecommunications brand O2 is pursuing a three-pronged sponsorship strategy led this year by the activation of its England national rugby team rights in advance of the 2015 Rugby World Cup.

Portuguese telecommunications company NOS has signed a three-and-a-half year deal to become title sponsor of the Portuguese Primeira Liga, the country’s top-tier football league.