Geico is the largest media buyer in the car insurance sector, spending $1bn (€937m) on advertising in 2016.
Pizza restaurant chain Papa John’s now has central deals with two of the four major US leagues after replacing rivals Domino’s in Major League Baseball. The brand also has a multi-year deal in place with the National Football League under an agreement that was renewed in 2013.
The global sponsorship deal between watchmaker Hublot and WBSC Premier 12 focused on the association between the brand and the sport of baseball in key markets of Japan, Taiwan and Korea. While the deal focused on the brand association with the sport, it also had a key sales impetus with Hublot creating a Limited Edition watch.
Major League Baseball’s restructuring of its commercial offering was key to securing its first insurance partner since 2012, experts said.
Car insurance brand Esurance is focused on increasing brand awareness through its exclusive auto partner deal with Major League Baseball.
Financial services company Citizens Financial Group is keen on signing deals that allow for corporate social responsibility (CSR) opportunities over the long-term.
Brand awareness and access to teams are key drivers in sponsorship for the US fantasy sports gaming brand DraftKings.
US-based airline United’s title sponsorship deal for the New York Half Marathon is part of a strategy centred on transport hubs, Mark Krolick, managing director of marketing and product development for United, told Sports Sponsorship Insider.
The music was pumping at the London Marriott Hotel in Grosvenor Square, London last night, as the UK Sponsorship Awards rattled through more than 20 award categories and three personality awards as part of the event’s 20th Anniversary celebrations.
Day three of the 2014 IEG Sponsorship Conference started at a round table with director of global partnerships for logistics company UPS, Betsy Wilson.
Day two at the IEG Conference in Chicago began with an opening address from Less Ukman, founder and chief insights officer of IEG.