Frontloaded

PEPSI INDIA EMERGED as the new title sponsor of the Indian Premier League (IPL) last month in a move which sees the brand refocus its marketing efforts back to cricket after running a more football-centric…

THE NAMING RIGHTS to London’s Olympic Stadium are again the subject of speculation now that West Ham United has been named as the preferred bidder for a concession to play at the venue by the London L…

SAMSUNG MAY BE the world’s leading electronics company by sales, but its process for choosing its top management is more reminiscent of the selection of Chinese party leaders than it is of a modern public c…

NPOWER IS THE latest brand to announce it is distancing itself from sport and switching strategy to charitable causes when its current sponsorship deals end

IN MANY WAYS some airlines are like armies: they carry a country’s flag, take it into new territories and the impression they leave lasts long in the memory around the world.

IT IS AN INEVITABLE fact of life that for every press release announcing a brave new sponsorship between brand and sport, there are a roughly equivalent number of withdrawals, cancellations or simply lapses

MARS INCORPORATED was handed the 2012 NASCAR Marketing Achievement Award in Las Vegas this week in recognition of its 23-year association to the sport

LAST WEEK, Arsenal FC announced a new £150m deal which granted Emirates, the Dubai-based national airline carrier, a five-year extension to their shirt partnership with the club and an extension to the …

SPONSORS vs THE NHL LOCKOUT: Last week, the National Hockey League (NHL) scrapped another two weeks of the regular season and junked the 2013 All-Star Game in Columbus, Ohio, scheduled for January