Athletics

Latest Features

Italy’s top-tier clubs are set to lose millions of euros per season in sponsorship revenues from next season due to the government ban on betting advertising, which comes into force next month.

Atalanta’s renewal with online gaming company StarCasinò shows that clubs in Italy’s Serie A are still agreeing deals with gambling brands from the sector despite legislation that outlaws such agreements from…

Welcome to Sponsorship Works 2018, the 13th edition of the publication. This year’s Sponsorship Works brings you 17 case studies of best practice sports sponsorships from around the world. It

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…

Qatari telecom brand Ooredoo has signed a National Partnership deal for the IAAF World Athletics Championships, hosted in Doha, this September

Insurance company Württembergische Gemeinde-Versicherung has agreed a three-year deal to become the new main sponsor of the German Athletics Association (DLV).

Motor oil brand Liqui Moly has signed as an Official Partner for the 2020 European Athletics Championships in Paris

Japanese tyre manufacturer Toyo Tires has renewed its partnership with the European Athletics continental governing body

Features

PROJECT DETAILS Sponsorship Title: Holiday Inn – Official Hotel Partner of the Virgin Money London Marathon Duration of sponsorship: 2008 – 2018 (Campaign 2016 – 2018) Entered by: Prism & IHG Sponso

Silverstone’s status as the host venue of Formula One’s British Grand Prix may be in doubt after next year’s race, but the British Racing Drivers’ Club-owned and operated circuit has ambitious plans t…

A round-up of the key sponsorship deals worldwide American football: The NFL entered a partnership with online sports apparel and merchandise retailer Fanatics

While sports betting is just finding its feet in the USA, in other territories sport sponsorship provides a great platform for betting firms to build their brands and attain direct access to their core m…

A round-up of the key sponsorship deals signed around the world American football: UNIFY Financial Credit Union entered a multi-year partnership with NFL team the Los Angeles Rams

American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.

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.

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.