Motorsport

Scotch whisky brand Johnnie Walker has entered into a multi-year partnership with the Formula One motor-racing series.

Raising global brand awareness and technology showcasing is key to Swiss luxury watchmaker Hublot’s sponsorship strategy.

Formula One motor-racing team Mercedes has extended a partnership with watch manufacturer IWC Schaffhausen.

Simplifying the way organisations and individuals use technology is the overarching aim of software company SAP. Sports sponsorship is a great way to reinforce this message, Chris Burton, Head of Global Sponsorship at SAP, told Sport Sponsorship Insider.

Formula One motor-racing team Lotus has agreed its latest short-term sponsorship deal by signing a three-race contract with Chinese television and refrigeration manufacturer Hisense.

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.

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.

North American computer numerical control (CNC) machine tool builder Haas Automation has agreed a deal with Formula One motor-racing team Ferrari.

Sportswear company Nike has agreed a new kit partnership with German Bundesliga top-tier football club Augsburg.

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 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.

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.

Italian clothing company Alpinestars has extended its partnership with Formula One motor-racing team Force India.

US-based automotive lifestyle company Cavallino Group has signed an agreement to become the official clothing supplier for Formula One motor racing team Williams.

Formula One motor racing team Force India has entered into a sponsorship agreement with vodka brand Smirnoff.

Formula One motor racing team Mercedes has entered into a partnership with Swiss cycling apparel and equipment company Assos.