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.
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.
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.
The Tokyo Organising Committee of the Olympic and Paralympic Games (Tokyo 2020) has hit its asking price on its first top-tier domestic deals for the 2020 Games.
Mexico-based telecoms giant América Mόvil has extended its sponsorship with the Sahara Force India Formula One team for the 2015 season.
Chinese telecommunications company Huawei aims to use football sponsorship to increase brand awareness and drive sales in the Spanish market.