Sporting goods manufacturer Hungaria is using sport sponsorships as part of a relaunch strategy to increase brand awareness and merchandising opportunities.
German supermarket chain Lidl is transforming its image as a hard discount retailer in its key European markets and using sponsorship of national sport properties to help drive home the message in France and Italy.
Japanese printing and business solutions brand Brother is paying a six-figure sum per year for sponsorship rights to the German national handball team and professional club-based handball events, excluding matches in the domestic league, the German Handball Bundesliga (HBL).
German insurance company ERGO is looking to intensify its efforts around national sports association sponsorships, Andrea Hoelken, head of strategic marketing at ERGO, told Sports Sponsorship Insider.
Danish sports goods manufacturer Hummel is shifting its focus back to football to increase brand awareness in the key markets.