Motorsport
Lotus F1 bets on Interwetten sponsorship
Online gaming company Interwetten has agreed to become a sponsor of the Lotus Formula One motor racing team for the German and Hungarian Grands Prix.
Hugo Boss to switch F1 backing from McLaren to Mercedes
German fashion brand Hugo Boss is set to end its long-running association with Formula One team McLaren in favour of switching its sponsorship to rival outfit Mercedes.
Haas Automation enters F1 with Ferrari
North American computer numerical control (CNC) machine tool builder Haas Automation has agreed a deal with Formula One motor-racing team Ferrari.
Bundesliga’s Augsburg lands Nike partnership
Sportswear company Nike has agreed a new kit partnership with German Bundesliga top-tier football club Augsburg.
Smirnoff: Along for the ride with Force India
Diageo-owned vodka brand Smirnoff has committed the lion’s share of its global sponsorship budget for this year to a one-year major partner deal with the Force India F1 team. The deal was announced on May 1, ahead of the Spanish Grand Prix, the fifth race of the Formula One season.
Singapore Airlines names GP as Temasek swaps brands
Singapore Airlines has replaced telecommunications company SingTel as title sponsor of the Formula One Singapore Grand Prix. Singapore Airlines will pay S$10m (€5.8m/$8m) to $15m per year under a deal signed in April.
Petronas extends ties to high-flying Mercedes
Malaysian oil and gas company Petronas has extended its title sponsorship deal with the Mercedes Formula One motor-racing team, the dominant force of the 2014 F1 season.
Force India races on with Alpinestars
Italian clothing company Alpinestars has extended its partnership with Formula One motor-racing team Force India.
Williams dresses to impress with Cavallino
US-based automotive lifestyle company Cavallino Group has signed an agreement to become the official clothing supplier for Formula One motor racing team Williams.
Smirnoff on board with F1’s Force India
Formula One motor racing team Force India has entered into a sponsorship agreement with vodka brand Smirnoff.
Mercedes gets in the saddle with Assos
Formula One motor racing team Mercedes has entered into a partnership with Swiss cycling apparel and equipment company Assos.
Iveco signs renewal, reduces MotoGP presence
Gillette in pole position with McLaren extension
Men’s shaving and toiletries brand Gillette has extended its official partnership with the McLaren Mercedes Formula One motor-racing team.
Singapore Airlines wings in for naming rights to home F1 race
State-owned Singapore Airlines has reached a two-year title sponsorship agreement for Formula One’s Singapore Grand Prix.
Subway linked to F1 sponsorship
US sandwich chain Subway is pondering a move into Formula One that would mirror its sponsorship strategy for the Nascar American stock car racing series
The Lycamobile Group: From maritime sports to cricket and football
The Lycamobile Group has this month expanded its sports sponsorship portfolio, announcing a new partnership with Powerboat P1 that will see it become the Official Mobile Partner to the race series in 2014 through its flagship brand, Lycamobile – the prepaid mobile SIM card provider for international calls.
Force India signs up new sponsor ahead of Bahrain GP
Formula One motor racing team Force India has announced a new sponsorship deal with UK-based pharmaceutical group Auden Mckenzie.
Toyota takes the lead as first Daytona Founding Partner
Japanese carmaker Toyota has become the first Founding Partner of the Daytona International Speedway in Florida, in a deal from 2015 to 2025.