Multi-Sport

Latest Features

The joint Olympic sponsorship deal struck by the Coca-Cola Company and Chinese dairy company Mengniu is the largest sponsorship deal in history.

Nike will sign its first ever top-tier domestic Olympic sponsorship as part of an eight-year deal ahead of the Los Angeles Olympic and Paralympic Games in 2028

The joint-selling agreement for Olympic and Paralympic sponsorship rights will provide the Paralympic movement with “long-term institutional, financial and commercial stability”, according to Andrew Par…

Global insurance group Allianz aims to claw money back from its Worldwide Olympic Partner rights fee by selling insurance services to the Olympic movement and the wider sports ecosystem and financing related…

Research by Sports Sponsorship Insider into retail brands active in sports sponsorship, covering 500 deals, is displayed in the interactive report below.

Industrial and Commercial Bank of China (ICBC) has agreed a deal to sponsor the 2022 edition of the Asian Games multi-sport event, which will be held in Hangzhou

Organisers of the inaugural edition of multi-sport competition the World Urban Games have signed sponsorship deals for the forthcoming event with telco Magyar Telekom, car sharing service MOL Limo, automotive…

Six Dutch companies in the energy chain have joined forces under the ‘Mission H2’ name to partner TeamNL, the Dutch Olympic team.  

The Tokyo Organising Committee of the Olympic and Paralympic Games (Tokyo 2020) has signed up the Japan Post Holdings conglomerate as the latest partner of the Torch Relay for next year’s edition of t…

Features

Chinese telco China Unicom has become a domestic partner of the Beijing 2022 Winter Olympic Games to showcase its smart technology and raise its brand profile versus rivals China Mobile and China Telecom.

Chinese telco China Unicom has become the Official Telecommunication Services Partner of the Beijing 2022 Olympic and Paralympic Winter Games in deal valued in the high tens of millions of dollars.

Chinese e-commerce giant Alibaba wants to build more partnerships and collaborations with international sports federations and leagues as it pursues multiple sporting goals around economic and social development…

The International Olympic Committee (IOC) is generating record income from its TOP sponsorship programme for the 2017-2020 cycle following a deal with technology company Intel, announced last month.

German telecommunications company Deutsche Telekom and its mobile network brand T-Mobile is using sponsorship to improve its market share in key markets and to boost brand awareness and sales

Malaysian government-owned oil and gas company Petronas has become the fifth Platinum Sponsor of the 2017 Southeast Asian Games and ASEAN Para Games and moved the organising committee within striking distance of its revenue target.

US insurance brand Liberty Mutual Insurance Group is a top-tier sponsor of the United States Olympic Committee (USOC) and a partner of several national governing bodies in the US.

For 2017, we have researched over 800 deals, 41 sports and 11 selected markets to map out the sponsorship landscape of international federations and national governing bodies.

Japanese carmaker Toyota last month added major National Olympic Committee (NOC) sponsorship properties in support of its record-breaking Olympic Global Partner agreement.

French banks BNCF and BNP Paribas are positioning themselves for a chance to win the prize of Official Bank of the Organising Committee for the Olympic Games (OCOG) in the event that Paris wins its bid…

Japanese conglomerate Toshiba will pay millions of dollars to venue owner and operator Anschutz Entertainment Group (AEG) for marketing rights and preferred supplier status with three major sports and entertainment arenas in the US, UK and Germany.

Electricity-utility company Iberdrola is working in cooperation with the Spanish Department of Sport (CSD) to support a drive to increase the promotion and participation of women’s sport at all levels in Spain.

 

Computer technology company Intel has refocused the brand's sports sponsorships on “amazing experiences outside” over the least two years in order to showcase technology that enhances digital sports coverage.

State-controlled Brazilian oil company Petroleo Brasileiro (Petrobras) became an Official Sponsor of the Rio 2016 Paralympic Games last month in a deal worth around one per cent of the offer it tabled five years ago to become a tier one domestic sponsor of the 2016 Summer Games.

Japanese tyre and rubber company Bridgestone paid a “significant additional investment” to its Worldwide Olympic Partner deal to become the first Founding Partner of the Olympic Channel, the new year-round, over-the-top digital channel, launched on August 21.

Mike Sundet, VP sports and entertainment marketing for the US-based Momentum Worldwide agency speaks about the structure of the energy drink sector, its values and its attitude towards mainstream sports.

Insight from John Scurfield, head of MediaCom Sport & Entertainment UK, on the challenges for Olympic sponsors ahead of Tokyo 2020

The German Olympic Committee (DOSB) has increased the value of its sponsorship portfolio for the 2013-16 cycle, but has failed to meet revenue expectations over the last decade, according to the organisation’s president Alfons Hörmann.

The top National Olympic Committee deals worth around €1m ($1.1