Features

In 2011, Telstra entered a two year agreement with Netball Australia to reach an estimated 1.2 million netball participants and their families in Australia. A national sponsorship with benefits from grassroots to elite level.

There was a need for a major platform for consumer engagement that would drive the new brand identity and strengthen and consolidate its leadership position. The Global Partnership with ICC gave LG this platform and hence it was decided to renew the sponsorship for a further term, 2008-2015. 

Amlin and its specialist sponsorship agency, MEC Access, negotiated a long-term deal with the European Rugby Cup (ERC) for the two major European club rugby competitions, including title sponsorship of The Amlin Challenge Cup, backed by a media deal with Sky Sports and the appointment of Lawrence Dallaglio as a brand ambassador. This partnership concluded its fourth season in 2014. 

Seguros Pelayo were a mid-ranking Spanish insurance company with minimal experience of sponsorship in sport when in 2008 they announced they were joining the Spanish national football team’s roster of partners ahead of the 2008 European Championships.

Infiniti wanted to execute its global growth plan and required an attractive platform. Formula One offered an unrivalled worldwide footprint, and they chose the recently-crowned Formula One world champions Red Bull Racing as their partner.

Axiata was looking for ways to further build its brand awareness while pushing its other business initiatives. Total Sports Asia (TSA) worked with Axiata to explore sports sponsorship opportunities to fulfill this requirement. The decision was to move forward with badminton as the property offered the best available opportunity to create an ownership stake in a sport that is of substantial relevance in Axiata’s key markets of Indonesia and Malaysia.

Turespaña, in collaboration with Havas Sports & Entertainment, worked to identify and ultimately sponsor several athletes and global sports properties with an authentic Spanish identity: the Spanish National Football Team, the Spanish National Basketball Team, FIBA, the World Motorcycling Championship and Real Madrid CF. 

Mars Bar entered a long term partnership with The English Football Association (FA) and players in 2009, to help increase the business performance.

The United States Equestrian Federation (USEF)’s newly-appointed CEO Chris Welton describes how he went from practising law to taking the reins of the IOC (International Olympic Committee)’s sponsorship programme.

Elisha Chauhan explores the opportunities for sports that are open to installing digital courts in their indoor venues, made famous by Nike’s House of Mamba this summer.

Whether it’s to show rainbow chase patterns, club colours or even video content, creating a lighting facade to surround a sports stadium is very much in vogue. Elisha Chauhan looks at what considerations stadium operators should take before installing one.

Elisha Chauhan finds out why mass participation events have become an effective way for businesses to build relationships with both staff and clients.

Formula One will welcome another new market to its calendar this month when Sochi hosts the inaugural Russian grand prix. Rob Ridley speaks to the organisers about how the race fits into the legacy of the 2014 winter Olympics.

The core communication objective of the Bombardier Winter Olympic sponsorship was to increase awareness and favourably raise Bombardier’s good reputation among Canadians as a world-class design and engineering firm.

An IIHF World Championship partner since 1992, firstly as Official Car Sponsor and, since 1993, as Official Main Sponsor, the engagement between the two entities ranks as the longest standing partnership in ice hockey sponsorship history.

HUGO BOSS began its relationship with what was then McLaren International in 1981. The primary objective was to improve brand awareness and customer loyalty. Now in its 31st year, this is the longest sponsorship in Formula One history.