Carmaker Audi’s far-reaching involvement in winter sports sits as one of four cornerstones in the brand’s wider sponsorship approach, Florian Zitzlsperger, head of sports marketing at Audi, told Sports Sponsorship Insider. The three remaining cornerstones in Audi’s wider strategy are: motorsport, football and golf.

State-owned Dutch bank ABN AMRO is set to overhaul its sponsorship strategy in the summer of 2014 and stablise its focus on partnerships with properties in the Netherlands, Ernst Boekhorst, manager of sponsoring and events at ABN AMRO and director of the ABN AMRO foundation, told Sports Sponsorship Insider.

Extended live coverage of the Aberdeen Asset Management Scottish Open on American free-to-air broadcaster NBC was a major step in the brand’s drive to increase awareness in the US, Jill Maxwell, sponsorship and events manager for Aberdeen Asset Management, told Sports Sponsorship Insider.

Watchmaker Rolex’s ten-year deal to continue as an Official Partner of the PGA European Tour will help the organisation recover from the blows its finances have taken because of the recessions in Europe, Tim Shaw, group sales director for the European Tour told Sports Sponsorship Insider this month.

The PGA Tour’s sponsorship renewal with brewer Anheuser-Busch last month is understood to have included an increased fee that will lift the organisation’s annual sponsorship income of between $550m (€401m) and $600m.

German car brand Mercedes-Benz aims to use its golf sponsorship assets to drive sales of new models as part of a plan to increase car sales by 60 per cent by 2020.

Lueder Fromm head of global marketing and communication at Mercedes-Benz answers SportBusiness' questions about the thinking behind the company's golf sponsorships.

World number one golfer Rory McIlroy was finally unveiled as Nike’s newest recruit in January, with the Northern Irishman signing a long-term endorsement and equipment deal.

PROFESSIONAL SERVICES company Ernst & Young, and telecommunications and consumer electronics brands are high on the target lists of the European Tour and PGA of America as they seek more sponsors for the…

Sports Sponsorship Insider speaks with Nuala Walsh, head of global client relations, Standard Life Investments, about the rationale for the asset management arm of the Edinburgh-based company’s move t…

GOLF’S PGA TOUR is in discussions with brands in up to five industry sectors, thought to include automotive manufacturing, banking and consumer electronics, about new central sponsorship agreements to b…

FEDEX HAS EXTENDED its long-running sponsorship of the PGA Tour’s St Jude Classic for a further three years.