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.
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.