Sponsorship news and marketing campaigns

Coverage of sponsorship activity by brands, including news and analysis of celebrity endorsements, sports marketing and activating sponsorships.
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The Top Gear of beer? Carling's brand director on saving pubs and gatecrashing Euro 2016

The Top Gear of beer? Carling's brand director on saving pubs and gatecrashing Euro 2016

Carling may have signed back on as a sponsor of the Premier League, but it wants to be more than just football crazy.

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Euro 2016 campaign round-up: brands shoot for footballing glory

Euro 2016 campaign round-up: brands shoot for footballing glory

This summer's European Championship is expected to be the biggest ever when it comes to global sponsorship activity. We take a look at the activity that is being rolled out ahead of the opening game on...

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More people associate Nike with Euro 2016 than official sponsors Carlsberg or McDonald's

More people associate Nike with Euro 2016 than official sponsors Carlsberg or McDonald's

The value of sports tournament sponsorship is thrown into question by research showing the brands most associated with Euro 2016 are not necessarily its sponsors

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Rio 2016 Olympic Games campaign round-up: the latest activity as brands vie for gold

Rio 2016 Olympic Games campaign round-up: the latest activity as brands vie for gold

As Rio 2016 fast approaches, we take a look at the best (and worst) Olympic campaigns from the official sponsors and brands eager to capitalise on the world's biggest sporting event.

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Queen fans belt out Bohemian Rhapsody for Heineken's #LiveYourMusic launch

Queen fans belt out Bohemian Rhapsody for Heineken's #LiveYourMusic launch

Heineken has launched a #LiveYourMusic campaign with a TV ad featuring people unashamedly singing Queen's Bohemian Rhapsody badly.

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The man trying to make esports as credible as the Olympics

The man trying to make esports as credible as the Olympics

The esports industry is on a mission to make itself as credible as 'real' sport as it teeters on the brink of going mainstream.

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FA calls on shirt sponsor Nike to design different kit for girls

FA calls on shirt sponsor Nike to design different kit for girls

The Football Association (FA) is pressuring England shirt sponsor Nike to make a football kit that is different for girls as it seeks to turn the women's game into "big business".

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'Orange sponsors you' Euro 2016 campaign seeks to find world's best fans

'Orange sponsors you' Euro 2016 campaign seeks to find world's best fans

Orange is putting a twist on its Euro 2016 sponsorship with an 'Orange Sponsors You' message that will feature a campaign starring Zinédine Zidane.

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Coca-Cola to give away thousands of Euro 2016 tickets to 'celebrate' fans

Coca-Cola to give away thousands of Euro 2016 tickets to 'celebrate' fans

Coca-Cola is giving away thousands of Euro 2016 tickets as it seeks to put fans at the centre of its sponsorship of this summer's footballing tournament.

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British Airways signs new sponsorship deal with Team GB ahead of Rio 2016

British Airways signs new sponsorship deal with Team GB ahead of Rio 2016

British Airways has signed up as the official airline partner of the Team GB and ParalympicsGB teams ahead of Rio 2016.

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Video games 'Olympics' poised to open esports up to big brand sponsorship

Video games 'Olympics' poised to open esports up to big brand sponsorship

An esports tournament that piggybacks off the Olympics looks set to legitimise the sport and open it up to big brand sponsorship.

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Football League seeks cup tie-up amid rebrand for digital age

Football League seeks cup tie-up amid rebrand for digital age

The League Cup has long battled perceptions that it's the FA Cup's poor relation. Now, it faces a fight on a wider front, as digital media continues to step up its claims on brands' marketing budgets.

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Pimm's sponsors Big Ben to help fund restoration of tourist landmark

Pimm's sponsors Big Ben to help fund restoration of tourist landmark

Pimm's has become the first sponsor of Big Ben in a move that will fund the ongoing restoration of the Grade I-listed building.

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Irn-Bru owner AG Barr shrugs off sugar tax and announces recipe changes ... and more

Irn-Bru owner AG Barr shrugs off sugar tax and announces recipe changes ... and more

Welcome to Marketing's Breakfast Briefing, a daily shot of news and a recap of the best longer reads and videos.

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EE teaches kids how to code by inviting them to create Wembley Arch light show

EE teaches kids how to code by inviting them to create Wembley Arch light show

EE is offering children the chance to produce a light show for the Wembley Arch via an app that teaches 7 to 11-year-olds how to code.

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Lidl to fund 'hundreds of thousands' of FA coaching sessions from April

Lidl to fund 'hundreds of thousands' of FA coaching sessions from April

Lidl will roll out a series of football coaching sessions to "hundreds of thousands of children" in April ahead of football's European Championships in France this summer

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Huawei signs Lionel Messi as brand ambassador to appeal to Europe and Latin America

Huawei signs Lionel Messi as brand ambassador to appeal to Europe and Latin America

Chinese mobile brand Huawei has signed up Barcelona star Lionel Messi as its global brand ambassador to help it connect with consumers in Europe and Latin America.

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Barclays to maintain Premier League ties despite ending title sponsorship

Barclays to maintain Premier League ties despite ending title sponsorship

Barclays has signed up as official banking partner of the Premier league after opting not to renew its title sponsorship of the competition.

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Heineken stages 'Don't let your friends down' Champions League 'prank'

Heineken stages 'Don't let your friends down' Champions League 'prank'

Heineken has used the access it gets as a Champions League sponsor to create a short, prank-style film about ditching watching the match round your friend's house when you get a ticket to the game.

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Gulf Oil becomes Manchester United's 24th global partner

Gulf Oil becomes Manchester United's 24th global partner

Gulf Oil International has agreed a three-year deal to be Manchester United's first global fuel retail and lubricants partner.

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