Athletics

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.

Automotive manufacturer Volvo has agreed a deal to return as a sponsor of the Singapore Marathon.

Swiss luxury watch brand TAG Heuer has agreed a deal to become the official timekeeper and timepiece of the New York Marathon.

The German Athletics Federation (DLV) has extended its partnership with domestic health insurance provider Barmer GEK until the end of 2016.

The World Marathon Majors group of elite marathon races has agreed a long-term partnership with the Infront Sports & Media agency that will lead to the formation of the series’ first-ever integrated sponsorship platform.

Sportswear giant Adidas has agreed a deal to become an official partner of the 2014 Singapore Marathon.

Household goods company Procter & Gamble (P&G) has expanded its commercial portfolio in sport by signing up as a partner of the British Athletics governing body.

The Bahamas’ partly government-owned telecommunications company BTC has reached an agreement to return as title sponsor of Bahamas Athletics’ Junior and Senior National Track and Field Championships.

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.

The ownership group of the Sacramento Kings NBA basketball franchise has agreed a marketing partnership covering the 2014 USA Outdoor Track & Field Championships.

German sportswear company Puma has entered into a partnership with mass participation event organiser Nova International to sponsor its UK long-distance running property the Great Run Series.

Scottish car dealership Arnold Clark has become an official sponsor of the Glasgow 2014 Commonwealth Games.

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.

Active engagement with its products in order to create authenticity and improve the brand’s reputation in sport is the key driver behind nutrition company Herbalife’s sponsorship programme, Brian McKinley, senior director of corporate alliances at Herbalife, told Sports Sponsorship Insider.