Motorsport
Rexona: Formula One key to expanding markets
Deodorant brand Rexona is targeting new markets and a wider demographic of customers through its continued presence in Formula One.
Diageo defends Formula One association amid Eurocare concern
Drinks giant Diageo has defended its sponsorship of the Formula One motor racing championship in response to criticism from the European Alcohol Policy Alliance (Eurocare).
Williams F1 brings Avanade on board
Formula One motor racing team Williams has announced a multi-year partnership with business technology, cloud and managed services provider Avanade.
No sweat for Williams in Rexona tie-up
Formula One motor racing team Williams has signed a multi-year partnership agreement with Unilever that will promote the global consumer goods company’s Rexona brand.
America Movil extends with Force India after Perez renewal
Formula One motor racing team Force India has signed an extension to its sponsorship agreement with Mexican telecommunications company America Movil for the 2015 season.
Etihad extends Abu Dhabi F1 Grand Prix sponsorship
Etihad Airways has extended its title sponsorship of the Formula One Abu Dhabi Grand Prix.
Williams F1 team secures extension with Randstad
British Formula One motor-racing team Williams has agreed a multi-year extension to its partnership with international human resources provider Randstad.
F1 faces pressure over alcohol sponsorship
Formula One has come under fire from the European Alcohol Policy Alliance (Eurocare) over the level of alcohol advertising in the motor-racing championship.
Banco do Brasil invests in Sauber after Nasr signing
The Sauber Formula One motor racing team has signed a partnership with financial institution Banco do Brasil for 2015 following confirmation that Brazilian rookie Felipe Nasr will be part of its driver line-up next season.
Veltins: Seeking brand visibility in a competitive industry
German brewery C & A Veltins is using sponsorship to increase brand visibility and create a positive brand image in an “intensely advertised” beer industry.
Mercedes step forward with Puma
The Mercedes Formula One motor racing outfit has announced a multi-year extension to its team supplier partnership with German sportswear giant Puma.
EMC UK & Ireland: Consistent sponsorship strategy across portfolio
Cloud computing company EMC is using a consistent sponsorship strategy across its portfolio to build brand image and grow revenues.
Lotus F1 secures sponsor for US Grand Prix
Jewellery brand Endless Jewelry has agreed to become a sponsor of the Lotus Formula One motor-racing team for next week’s United States Grand Prix.
Red Bull Racing brokers new partnership
Formula One motor racing team Red Bull has announced a commercial partnership with retail foreign exchange broker Exness.
Hugo Boss partnership suits Mercedes
The Mercedes Formula One motor racing team has confirmed a sponsorship deal with German fashion brand Hugo Boss.
Škoda: Ice hockey remains key to European growth
Global brand awareness and active customer engagement are the drivers behind Czech car manufacturer Škoda’s sponsorship programme.
BMW to “wait and see” with Formula E
German carmaker BMW will measure results from its supplier deal with Formula E before deciding whether to further its involvement in the competition.
Formula E misses sponsorship revenue target
The FIA-sanctioned Formula E motor racing championship has missed its sponsorship revenue target for the inaugural race series, despite the addition of three sponsors this month, including a top-tier Official Cup Sponsor.