Cycling
McCain chips in with Tour de France sponsorship
Frozen foods producer McCain Foods has agreed a deal to become a sponsor of the 2014 Tour de France cycling race.
Herbalife: Product authenticity at the forefront of strategy
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.
Coffee partnership boosts Orica-GreenEDGE
Australian UCI WorldTour cycling team Orica-GreenEDGE has agreed a new partnership with coffee maker Cape York Coffee.
Brother signs up for British cycling showpieces
The UK arm of Japanese electronics firm Brother has agreed a partnership with this year’s editions of the Tour of Britain and Women’s Tour 2014 cycling events.
Škoda to enjoy greater exposure in new Vuelta structure
Carmaker Škoda will enjoy greater global exposure under its new five-year deal with Amaury Sports Organisation (ASO) to continue as a top-tier Major Sponsor of the Vuelta a España cycle race until 2018.
Friends Life on board for cycling’s Women’s Tour
Pensions provider Friends Life has been unveiled as title sponsor for the inaugural edition of the UK’s Women’s Tour cycling series.
Sojasun upgrades Cannondale partnership
Soya-based foods manufacturer Sojasun, a premium brand of the French Triballat Noyal Group, has upgraded its sponsorship deal with UCI ProTour team Cannondale Pro Cycling.
Tour of Britain covered by Velosure
Cycling insurance specialist Velosure has extended its partnership with SweetSpot, organiser of the Tour of Britain cycling event.
UCI secures Sufferfest as Women Road World Cup sponsor
The International Cycling Union (UCI) has announced indoor cycling training videos producer Sufferfest as the first major sponsor of its Women Road World Cup.
Dare 2b along for the ride with Tour of Britain
Outdoor clothing brand Dare 2b has reached a three-year deal to become the official clothing partner and jersey supplier to the Tour of Britain cycling race.
Tour of Britain drives on with Skoda
The UK arm of Czech automotive company Skoda has renewed its commercial partnership with the Tour of Britain cycling event.
GDF Suez empowered by Giro sponsorship
Energy company GDF Suez has reached an agreement to become a top tier sponsor of this year’s Giro d’Italia cycling race.
Skoda confirms Tour de France extension
Czech automobile manufacturer Skoda has confirmed a renewal of its top-tier sponsorship of the Tour de France under a wide-ranging five-year deal with the cycling race’s organising body Amaury Sports Organisation.
Yorkshire Building Society signs Grand Depart deal
Financial services company Yorkshire Building Society is to become an official sponsor of the 2014 Grand Départ, an event that marks start of the Tour de France cycling competition.
Skoda drives forward with Tour de France
Czech automobile manufacturer Skoda has said it has reached an agreement on the renewal of its top-tier sponsorship of cycling race the Tour de France for another five years through 2018.
Cycling lessons from Sky at ESA Diploma
Activation has become a sponsorship necessity.
Many brands match their rights fee when allocating budget for activation and, with the importance of activation rising as the number of channels in which to work increase, where that money is best spent is often an issue for debate.
PowerBar stays in the saddle with Tour de France
Sports nutrition brand PowerBar has extended its partnership with cycling race the Tour de France through 2018.
UK university signs groundbreaking partnership with Tour de France
UK higher education institution Sheffield Hallam University has announced it will be an official supporter of the Tour de France Grand Depart 2014.