Watchmaker Rolex’s ten-year deal to continue as an Official Partner of the PGA European Tour will help the organisation recover from the blows its finances have taken because of the recessions in Europe, Tim Shaw, group sales director for the European Tour told Sports Sponsorship Insider this month.

The International Association of Athletics Federations is close to extending its 28-year partnership with watchmaker Seiko, and is looking to add two more brands to its Official Partner sponsorship tier, general secretary Essar Gabriel told Sports Sponsorship Insider this month.

French brands Peugeot, Lacoste and Longines are all longstanding official partners of the prestigious international Grand Slam tennis tournament, Roland-Garros (the French Open).

Following Swiss watchmaker Longines’ historic 10-year deal with the International Equestrian Federation (FEI), Sports Sponsorship Insider asked Juan-Carlos Capelli, vice president and head of international m…