Golf

Sponsorship has proven a “flexible instrument” to financial services company UniCredit that has supported brand building and will provide a platform for future business related objectives, Daniele Penna, head of strategic sponsorships at UniCredit Group told Sports Sponsorship Insider.

Golf equipment manufacturer Titleist has extended its status as a top-tier partner of the European Tour through to 2018.

Multinational hotels company the InterContinental Hotels Group has agreed a two-year deal to become a sponsor of the new Fiji International golf tournament.

The PGA of Australia golf organisation has extended its partnership with hotels company Choice Hotels until April 2016.

Financial services company Manulife Financial has extended its title sponsorship of the Manulife Financial LPGA Classic Canadian women’s golf tournament until 2016.

Payment systems company MasterCard is using its sports sponsorships as part of a consumer-based marketing strategy despite a lack of direct consumer operations, Ann Cairns, president, international markets for MasterCard, told Sports Sponsorship Insider.

French eyewear company Bollé has agreed a partnership with this year’s Ryder Cup golf tournament, which takes place at the Gleneagles Hotel in Perthshire, Scotland from September 26-28.

Welsh financial services firm Principality Building Society has reached a sponsorship agreement for the European Tour’s 2014 Senior Open golf tournament.

International banking group HSBC has reached an agreement to become the official bank of the PGA Championship of golf’s European Tour.

Golf cart manufacturer Club Car has agreed a partnership with the Solheim Cup women’s matchplay golf tournament.

Golf equipment manufacturer Lynx has signed a deal to sponsor the Women's British Open for the next three years.

The Sports Authority of Thailand has renewed its sponsorship of the Qualifying School for golf’s Asian Tour under a six-year deal running from 2015 to 2020.

The Ladies Professional Golf Association has announced Hana Financial Group, Pandora Jewellery and luxury watch brand Rolex as ambassador sponsors for its inaugural International Crown tournament, which takes place on July 24-27 at Caves Valley Golf Club in Owings Mills, Maryland.

Sports management and marketing agency SportBox Entertainment Group has brokered a partnership with golf’s PGA Tour to make Canadian financial institution RBC the title sponsor of the Canada Cup.

Mitsubishi Electric, the home electronics arm of Japan’s Mitsubishi Group, has become an official partner of the European Tour’s PGA Championship golf tournament at Wentworth.

US retail mortgage lender Quicken Loans has agreed a multi-year deal to become the new title sponsor of the PGA Tour golf tournament formerly known as the AT&T National, along with becoming an official partner of the Tour itself.

Financial services company Aberdeen Asset Management won the Business to Business 
Award at the ESA Excellence Awards in January for its sponsorship of the Aberdeen Asset Management Scottish Open.