English wine brand Chapel Down Winery beat off challenges from a domestic rival and major champagne houses to become Official Wine Partner to the Oxford & Cambridge Boat Race, the annual match-up between men’s and women’s rowing crews from Britain’s two most prestigious universities.
Business analytics software firm SAS’s sponsorship of British Rowing and the elite GB Rowing team could be the first of many tie-ups with sporting organisations, Mark Wilkinson, managing director of SAS UK and Ireland told Sports Sponsorship Insider.
Extended live coverage of the Aberdeen Asset Management Scottish Open on American free-to-air broadcaster NBC was a major step in the brand’s drive to increase awareness in the US, Jill Maxwell, sponsorship and events manager for Aberdeen Asset Management, told Sports Sponsorship Insider.
British Rowing, the UK rowing federation, is seeking to raise over £1m ($1.61m/€1.17m) per year by selling a top-tier Prinicipal Partner and up to four second-tier sponsors for the 2014 to 2016 period.
Global analytics company SAS has signed a three-year extension to its partnership with British Rowing.