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.
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.
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.
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.
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.
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.