Athletics
Latest Features
Serie A clubs look to sleeve patches, digital touch-line ads to cover loss of betting sponsors
Serie A clubs signing deals with online gaming sponsors despite new law
Sponsorship Works 2018
Puma steps up revenue pace, targets high-end clubs
Allianz joins Visa at the TOP for financial services
Qatar Airways to support IAAF worlds
Ooredoo takes telco role at World Athletics Championships in Doha
German Athletics Association signs WGV as main sponsor
Liqui Moly partners 2020 European Athletics Championships
Features
Holiday Inn: London Marathon campaign delivers year-round engagement
Silverstone partnerships: Interview with Chris Zachar, head of partnerships, Silverstone Circuits
Sponsorship deals from May 16 to June 20
Betting sponsorship in sport, 2018
Sponsorship deals from April 18 to May 15
Revenue and performance drive Boston Celtics’ deal-making
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.
Sponsorship of international federations and national governing bodies
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.
Simplyhealth tests Great Run series with title rights
Asics takes over from adidas at IAAF, quits US marathons
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.
Duracell: Powered up for year-round activation
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.
NN Group bolsters running portfolio with Amsterdam 2016
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”.
Majors dominate marathon fees, opportunities remain
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.
Turning Haters into Lovers
Let’s Get This Party Started
Jabra: Looking to business and sport customers
Audio equipment manufacturer Jabra is looking to authenticate itself in the sports fitness space and reach key business decision-makers through its partnerships.
NN Group: Investing in running events
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.
Dutch marathons just the start for NN Group
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.
New Balance and the Vitality British 10k London Run
Sportswear brand New Balance officially sponsored the Vitality British 10K London Run 2014 on Sunday, 13 July 2014.
Abbott matches rights fee with activation commitment for WMM
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.