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.
Mercedes-Benz: Interview with Lueder Fromm, head of global marketing communication for Mercedes-Benz Cars
Interview with Lueder Fromm on Mercedes-Benz's golf sponsorships.