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Fashion brand Hugo Boss is committing significant levels of investment to its four sports sponsorship strands in football, motorsports, sailing and golf.

PROJECT DETAILS Sponsorship title: SAP, Title Sponsor of SAP Extreme Sailing Team and Official Technology Partner of the Extreme Sailing Series Duration of sponsorship: Partner since 2012.

Volvo Car Group and Volvo Group work together in a joint venture on the Volvo Ocean Race but operate separate sponsorship platforms with some other sporting properties

The Volvo Ocean Race, Volvo Group and Volvo Car Group have signed a four-year Global Partner deal with World Sailing, the international governing body for the sport from 2017 to 2020.

Carmaker Land Rover is strengthening its sponsorship role in rugby to consolidate its presence and brand alignment with the sport.

New Zealand-based entertainment destination SkyCity has signed as the ‘Official Hotels and Entertainment Partner’ of Emirates Team New Zealand for the 36th America’s Cup defence in 2021. U

Swedish apparel brand Pelle P has deepened its association with sailing by agreeing a partnership with the World Match Racing Tour

The Ocean Race sailing event has signed a new partnership with Swedish water company Bluewater. The deal names Bluewater as the Official Drinking Water Provider of the 2021-22 event

US information technology company HP has extended and upgraded its partnership with Emirates Team New Zealand, which is currently preparing to defend its title in sailing’s America’s Cup.


Chemicals multinational AkzoNobel has become the first company to sign a team title sponsorship for the 2017-18 Volvo Ocean Race, reflecting a shift in the group’s development from a reorganisation phase to a growth phase.

Technology company Cisco’s new partnership with the Extreme Sailing Series will focus on promoting its Smart Cities offering and creating relationships with the competition’s hosts.

Two sailing sponsorships associated with the prestigious America’s Cup puts the sport at the top of the tree in terms of income from high-end fashion brands.

The Volvo Ocean Race, formerly the Whitbread Round the World Race, is professional sailing’s longest event. It is one of just a few championships designated by the sport’s governing body, World Sailing, as a 'special event', alongside the America’s Cup and the Extreme Sailing Series.

Forex company LMAX Exchange is the latest team sponsor in the Clipper Round the World Yacht Race as the competition’s marketing platform continues to move into the corporate space.

UK luxury watch brand Bremont will use its Timing Partner deal with sailing’s America’s Cup and defending champions Oracle Team USA to help drive the company’s expansion into the US.

Ben Ainslie Racing, the UK’s entry for the America’s Cup sailing series, has got closer to its sponsorship revenue target following British car brand Land Rover’s two-and-a-half year title deal, signed last month.

Luxury goods brand Louis Vuitton has added presentation rights to the America’s Cup and title rights to the World Series and Qualifiers in its renewal as title sponsor of the Louis Vuitton Cup challenger series in a two-and-a-half year deal.

Cloud computing company EMC is using a consistent sponsorship strategy across its portfolio to build brand image and grow revenues.

Chinese truck maker, Dongfeng Commercial Vehicle Company (DFCV), has a clear medium to long-term business development plan for its global expansion and is using sponsorship as a tool to raise awareness of the brand.

Danish wind turbine company Vestas has taken on 100 per cent of the sponsorship and operational budget for Team Vestas Wind, a late entry into the 2014-15 Volvo Ocean Race, which sets sail 4 October.

Chinese truck maker, Dongfeng Commercial Vehicle Company, acquired 70 per cent of the branding and hospitality rights to the Dongfeng Race Team, an entrant in the 2014-15 Volvo Ocean Race which sets off from Alicante, Spain in October.

Danish wind turbine company Vestas has taken on 100 per cent of the operational budget for the entry of Team Vestas Wind into the 2014-15 Volvo Ocean Race.

Stephen Urquhart, president of the luxury watch brand Omega, provided Sports Sponsorship Insider with a great marketing insight when he said that the only sponsorship that clearly moved sales of its watches was Omega’s James Bond deal.

The value and scope of team sponsorships varied wildly among the teams that competed in the finals of the 34th America’s Cup, held in 2013.

The Ben Ainslie Racing (BAR) sailing team will look for a title sponsor for its inaugural 2017 America’s Cup campaign.

Stefan Lacher, head of technology, sponsorships for technology company SAP, speaks to Sports Sponsorship Insider about the brand's work in the Extreme Sailing Series.

Software manufacturer SAP won the Business to Consumer (Low Budget) Award at the ESA Excellence Awards in January for its sponsorship of the Kieler Woche sailing regatta.

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.