Latest Features

Kinesiology tape market leader KT Tape is looking to use the 2016 Summer Olympic Games in Rio as a platform to sustain its dominance of the US market, Greg Venner, Chief Executive of KT Tape, told Sports Sponsorship Insider.

Footwear brand Skechers is looking to replicate its US sales success in Europe after securing a one-year deal with the 2016 Ironman European Tour.

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.

Audio equipment manufacturer Jabra is looking to authenticate itself in the sports fitness space and reach key business decision-makers through its partnerships.

Audio products manufacturer Jabra is looking to reach business and retail customers through its partnership with the International Triathlon Union’s (ITU) World Triathlon Series (WTS).

Italian sports helmet manufacturer Kask has agreed a three-year partnership with the Ironman triathlon series. The partnership will see Kask present at Ironman and Ironman 70

Swedish automotive brand Volvo has signed as the new Official Vehicle Partner of British Triathlon

The Ironman triathlon series has entered into a partnership with Certified Piedmontese Beef

American e-commerce giant Amazon has taken its first plunge into sports title sponsorship as the new headline partner of the Ironman World Championship in Hawaii


The International Triathlon Union, triathlon’s world governing body, has seen a moderate rise in sponsorship revenue associated with its flagship ITU World Triathlon Series, despite a decline in revenue from its global partnership deals.

Active engagement with its products in order to create authenticity and improve the brand’s reputation in sport is the key driver behind nutrition company Herbalife’s sponsorship programme, Brian McKinley, senior director of corporate alliances at Herbalife, told Sports Sponsorship Insider.

UK asset management firm Threadneedle Investments decided to upgrade to a global position in triathlon, having trialled the sport as a local partner of the PruHealth London Triathlon, last year’s ITU World Series Grand Final.