Data storage company EMC Corporation has signed as title sponsor of the PGA Tour’s FedExCup Playoffs tournament, formerly known as the Deutsche Bank Championship, for two years from 2017 to 2018.

Dairy product company Müller sponsored Team GB, the UK’s Olympic team at Rio 2016, and three individual federations, to raise brand awareness during the Summer Games.

Canadian bank, RBC, is using its sponsorship of two PGA Tour events to consolidate its position as Canada’s leading bank and grow its brand awareness in the US and abroad.

US home appliance manufacturer, Whirlpool, is using its kitchen appliance brand, KitchenAid, to connect with the golf-watching demographic and to increase awareness of the community development of Benton Harbor, Michigan.

German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.

Sponsorship revenues for the US Golf Association (USGA) will hit a record level in 2016 following the renewal of its agreement with financial services company American Express.

Financial services company Manulife is using the LPGA’s Manulife Classic to focus on employee and stakeholder engagement.

Accountancy firm RSM has joined the roster of golf’s European Tour as the organisation outlines its plan to attract more brands under its new relationship with agency CSM.

Financial services brand Manulife will take a “severe look” at its title sponsor agreement with the LPGA’s Manulife Classic in 2017 after invoking its final extension clause.

International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.

Abu-Dhabi based state carrier Etihad Airways has signed as the Official Airline of golf’s Ladies European Tour (LET) in a two-year deal from 2016 to 2017.

Abu Dhabi-based state carrier Etihad's sponsorship strategy is to create custom sponsorships, which allow the brand to meet specific goals especially around customer sales and retention.

Global banking group HSBC is consolidating it sports sponsorship position in golf and rugby sevens as the brand takes an even more targeted approach to the markets in which it operates.

Global banking group HSBC will pay more per year in prize money for its title sponsorship of the flagship WGC-HSBC Champions golf tournament in Shanghai, China under the terms of its five-year extension.

Scottish golf apparel manufacturer Glenmuir uses its 28-year partnership with the Ryder Cup to create a niche market in a fiercely competitive industry.

Japanese technology company Ricoh operates a wide ranging sponsorship portfolio focusing on B2B client experiences and engaging with its target demographic of customers.

Luxury carmaker Mercedes-Benz uses its sponsorships in football to increase global brand consideration and perception but uses its other agreements to directly target potential customers.

Danish shoe manufacturer Ecco is looking to golf for additional retail opportunities, Jesper Thuen, global marketing manager at Ecco, told Sports Sponsorship Insider.

Golf's US Masters and British Open lead the way for sponsorship revenue, with high deal values and a breadth of sponsors proving key components.