Video Games

Video game company EA Sports has extended its Global Sponsor agreement with LaLiga champions Real Madrid and made Cristiano Ronaldo the cover star of Fifa 18.

German banking group ING-DiBa has renewed as the main sponsor of Germany’s national basketball and national wheelchair basketball teams at roughly the same fee as the previous deal, despite the retirement of the brand’s long-term brand ambassador, Dirk Nowitzki, from international basketball at the start of this year.

Financial services company HSBC will aim to “bring cycling to every family in the UK” under its new main sponsor agreement with British Cycling, the brand’s first major deal outside of golf, rugby union and tennis.

Mobile phone manufacturer Vivo’s growing Chinese market share was key to its deal to become the Official Mobile Phone Partner of the NBA in China and replace domestic rival ZTE.

Fantasy sports brand DraftKings has signed a five-year deal to become a Signature Partner of the Madison Square Garden Company, the commercial rights-holder for the Madison Square Garden arena and its sports teams.

Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.

Gaming brand EA Sports is paying an increased fee for its Premier League sponsorship and licensing rights, under a new deal, signed in July.

Stephen Urquhart, president of the luxury watch brand Omega, provided Sports Sponsorship Insider with a great marketing insight when he said that the only sponsorship that clearly moved sales of its watches was Omega’s James Bond deal.