The Bacardi drinks group is switching the emphasis of its marketing strategy from above-the-line advertising to sponsorship and experiential-based marketing in a move led by the return of Martini Racing to Formula One motorsport as title sponsor of the Williams F1 team.

This month’s issue of Sports Sponsorship Insider leads with a motorsports story of wider general interest – the return of Martini Racing to Formula One as title sponsor of the Williams F1 team.

Soft drinks brand Coca-Cola, razor brand Gillette, financial services company Citigroup and electronics company Sony have shown interest in the McLaren Mercedes F1 Team title sponsorship, but the team may wait until the entry of its new engine partner Honda in 2015 before signing a deal.

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.

The sponsorship work of bike insurance company Bennetts is driven by their decision to move from an insurance provider to a biking brand, Hannah Squirrell, marketing and e-commerce director of Bennetts, told Sports Sponsorship Insider.

A green image is attracting brands to Formula E, and the new electric car championship will not compete with Formula One for sponsors, Alejandro Agag, chief executive of Formula E Holdings, told Sports Sponsorship Insider in an exclusive interview this month.

The chance to move into an environmentally-conscious sport was core to Virgin’s decision to back a team in the Formula E electric car racing series, Alex Tai, the team principal told Sports Sponsorship I…

Swiss watch brand TAG Heuer will spend around 30 per cent of its annual motorsports sponsorship budget on the new Formula E electric car racing championship next year.

The new Formula E Championship electric car racing series expects centrally sold sponsorship revenues of between $20m (€14.7m) and $30m in its first year.

Monster Worldwide Inc., a premier online recruitment provider, services customers in approximately 40 countries worldwide. In 2010, Monster developed a “Cool Jobs” programme to showcase its product solution in the US. With unprecedented success, it sought to take the idea global.

Matthew Glendinning, editor of Sports Sponsorship Insider, provides a round-up of articles found in the May issue of our monthly newsletter.

Dorna Sports, organiser of the Fédération Internationale de Motocyclisme Superbike World Championship, has begun marketing race title sponsorship rights based on the model of MotoGP.

Dubai-based airline Emirates agreed a five-year deal, worth at least $30m per year, to become a global partner of Formula One

FORMULA ONE’S RECENT sponsorship deal with luxury watch brand Rolex is the latest example of Formula One Management (FOM)’s strategy of recruiting “prestige” brands to its collection of centrally-sold Global …

UNLIKE FORMULA ONE, the foundation of NASCAR does not lie in glamour

COCA-COLA is evaluating Formula One as a sponsorship platform, a top marketer for the soft drinks giant has confirmed

THE FIM SUPERBIKE World Championship (SBK) will have a new title sponsor for the 2012 season and beyond, after Italian energy company Eni agreed a multi-year deal ahead of round two of the series in Imola,…

MICROSOFT DYNAMICS WAS named the official Business Transformation Partner of the Lotus F1 Team in March, marking parent company Microsoft’s debut in Formula One sponsorship.