UK insurance brand Aviva has shifted its strategy from brand awareness to fan engagement in its renewal as naming rights partner of the Aviva Stadium in Dublin.
Rolex-owned luxury watch brand Tudor has added sponsorship of World Rugby to its deals with the New Zealand All Blacks and high-profile sporting and celebrity ambassadors to build a brand identity distinct from its parent company.
Sporting goods manufacturer Hungaria is using sport sponsorships as part of a relaunch strategy to increase brand awareness and merchandising opportunities.
Japanese technology company Ricoh operates a wide ranging sponsorship portfolio focusing on B2B client experiences and engaging with its target demographic of customers.
UK-based health and life insurance company Vitality is using sport sponsorship to promote healthy lifestyles, and reward loyal customers, Nick Read, Vitality director, told Sports Sponsorship Insider.