Athletics

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The International Olympic Committee has extended its Worldwide Olympic Partner (TOP) deal with payment service company Visa and struck a new TOP deal with insurance brand Allianz at price points that exceed…

For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.

UK-based health services provider Simplyhealth will title sponsor the Great Run series covering 12 mass participation races in UK cities ranging from 5k, 10k to half marathon, with around 230,000 runners taking part. Its flagship event is the Great North Run half-marathon which attracts around 60,000 participants per year.

After month's of talks, Japanese athletics shoe and apparel manufacturer Asics agreed to sign off a three-year Official Partner deal, from 2017 to 2019, as the federation’s sole kit supplier.

Italian sports equipment company Mondo has agreed a four-year partnership with European Athletics

Convenience store chain Spar International has signed a multi-year extension to its long-running partnership with European Athletics

Dairy products manufacturer Müller has extended its role as a major partner of the British Athletics governing body. Müller has agreed to extend the current partnership through to 2021.

Transport company ScotRail has signed up as the latest partner for Glasgow’s staging of the 2019 European Athletics Indoor Championships.

Features

Battery manufacturer Duracell is expanding its return to sports marketing with a three-year partnership with the Great Run Series which will build brand awareness for a mass audience, Alex Haslam, Duracell UK marketing manager, told Sports Sponsorship Insider.

Netherlands-based insurance company NN Group has added a second-tier National Sponsor deal with the 2016 European Athletics Championships in Amsterdam to its growing, running-focused portfolio, while the Championships’ organisers admit national sales have proved “challenging”.

The World Marathon Majors (WMM) dominate rights fees among the top-tier IAAF Gold Label Road Races from race title sponsorships but untapped potential remains in a number races in important markets.

Rachael Church discusses the IOC’s plans to conduct its own public opinion polls when choosing future host cities.

Rachael Church takes a look at the IOC’s plans to revamp the selection process for future Olympic Host Cities. And discovers that China is actually nearer to home than she first thought.

Audio equipment manufacturer Jabra is looking to authenticate itself in the sports fitness space and reach key business decision-makers through its partnerships.

Global insurance and investment management company NN Group aims to sponsor major international running events or create brand-owned running events in seven key markets over the next two years.

Global insurance and investment management company NN Group aims to add to recently-signed title sponsorships of the Rotterdam Marathon and The Hague’s City-Pier-City half-marathon with similar deals involving major international running events over the next two years.

Sportswear brand New Balance officially sponsored the Vitality British 10K London Run 2014 on Sunday, 13 July 2014.

Healthcare and pharmaceutical brand Abbott has signed the title rights to the World Marathon Majors (WMM) for four years, from 2015 to 2018, as part of a larger overall spend on the six-marathon series.

The International Association of Athletics Federations (IAAF) has negotiated an increase on its current minimum guarantee from Japanese media agency Dentsu for the global marketing and licensing rights, and media rights outside Europe and Africa, to the World Athletics Series, from 2020.

Raising global brand awareness and technology showcasing is key to Swiss luxury watchmaker Hublot’s sponsorship strategy.

A price has been pitched for title sponsorship rights to the World Marathon Major (WMM) series, from 2015, Sports Sponsorship Insider understands.

Buxton Water is using sponsorship to increase awareness around its brand repositioning as a high quality mineral water, Alberto Kechler, Senior brand manager at Buxton and Nestlé Pure Life told Sports Sponsorship Insider.

Supporting the brand outside of its headquarters in London is at the forefront of the telecommunications company BT’s sponsorship work, Richard Young, commercial director for BT, told Sports Sponsorship Insider.