Features

The Malaysia FA Cup (Piala FA Malaysia) is a national knock–out football competition organised by the Football Malaysia Limited Liability Partnership with supervisional help from the Football Association of Malaysia.

Tottenham Hotspur announced AIA, Asia’s largest independent, publicly-listed life insurance group, as its Official Shirt Partner in July 2014.

International insurance company AIG's sponsorship of the New Zealand All Blacks, rugby union's most successful national team, provided a global platform to build the brand values that the company stood for, launch a new visual brand identity and use ticket and hospitality assets to engage employees, customers and drive new business.

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.

Carmaker Audi’s sponsorship of the South African national cricket team, the Proteas, began in December 2014 at the start of the West Indies tour of South Africa.

Havas Sports & Entertainment Cake raised banking group Barclays’ brand trust – a metric notoriously difficult to affect within financial services – by 28 per cent against an objective of 10 per cent with a mass UK audience by leveraging the Barclays Premier League and the UK’s love of football to create meaningful fan engagement.

EuroBasket 2015 presented by Beko took place in Croatia, France, Germany and Latvia. it was broadcast in more than 100 countries and registered a cumulative TV audience of 189m1. It was attended by 711,131 spectators, an increase of 116 per cent on the 2013 edition.

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.

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'.

Irish energy supplier Electric Ireland aims to differentiate the brand in a crowded Gaelic Athletic Association (GAA) sponsorship field by making a difference to the lives of the players and followers of GAA sports.

The International Champions Cup (ICC) is a pre-season football club competition featuring some of the world's biggest clubs and hosted in growing football markets of economic importance.

The US division of leading global technology leader LG Electronics uses its sponsorship of the National Collegiate Athletic Association (NCAA) to enhance the game day experience of college sports fans through its range of consumer products.

Nicotome chewing gum brand Nicotex’s ‘U Quit. I Quit’ campaign used its sponsorship of the Indian Super League (ISL), India's professional football club franchise league, to helped Indians in their efforts to stop smoking.

In 2014, Japanese carmaker Nissan agreed a partnership with the Uefa Champions League (UCL). The challenge was to create an integrated campaign that could be activated in over 90 countries, deliver a strong business impact and bring to life Nissan’s core brand pillars of 'Innovation and Excitement'.

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.

Recognised as one of the most enduring partnerships in motorsport history, the relationship between Scuderia Ferrari and Shell dates back to the founding of the race team by Enzo Ferrari in 1929.