Sports sponsorship provides enterprise application software company SAP with an important platform to showcase its technology and services to companies of all sizes and industries.

For the past four editions of the French Open at Roland-Garros, primary sponsors Dongfeng Peugeot (Peugeot’s partner in China), watchmaker Longines and lifestyle brand Lacoste helped create 'Roland-Garros in the City'.

Australia and New Zealand Banking Group (ANZ) has been a supporter of tennis in Asia-Pacific for almost a decade. As a sponsor of the Australia Open and Shanghai Rolex Masters, the brand wanted to step up and become the most recognised tennis sponsor in the region.

The International Tennis Federation (ITF) will see annual sponsorship revenues reach an historic high next year thanks, in part, to the signing of a first ever betting partner, the online operator Betway.

Japanese technology company Ricoh operates a wide ranging sponsorship portfolio focusing on B2B client experiences and engaging with its target demographic of customers.

Swedish car brand Volvo has taken an unusual route in acquiring th​e title rights to one of the most popular Women’s Tennis Association (WTA) Tour events in the US.

Luxury carmaker Mercedes-Benz uses its sponsorships in football to increase global brand consideration and perception but uses its other agreements to directly target potential customers.

Last week, The All England Lawn Tennis Club renewed its Official Wimbledon Tennis Ball supplier deal with tennis equipment maker Slazenger for four more years

The Jaguar luxury car brand, has signed as the Official Car Supplier for this year’s Wimbledon tennis championships in a five-year deal.

Mineral water brand Perrier is maintaining its relationship with the French Open to increase its market share and reinforce international brand awareness.

French hotel group Accor last month signed a three-year deal with the French Federation of Tennis (FFT) from 2015 to 2017 to become an Official Supplier of the French Open. 

Italian coffee brand Lavazza wants to develop its association with tradition and national heritage by expanding its presence at the tennis Grand Slams.

Chinese consumer electronics brand Hisense is focusing on the US, Western Europe and Australia as it looks to use sponsorship to increase awareness outside its home market of China.

Danone-owned mineral water brand Evian wants to engage customers and promote healthy lifestyles using its long-term partnerships with premium sports properties.

Dutch bank ABN Amro has undergone a major change in sponsorship strategy since Sports Sponsorship Insider last spoke to the brand in February 2014.