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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Guinness renews sponsorship of rugby's Pro12 for further four years

Guinness renews sponsorship of rugby's Pro12 for further four years

Guinness has extended its title sponsorship of the Pro12, the rugby union championship involving elite teams from Ireland, Scotland, Wales and Italy.

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Coca-Cola, McDonald's and Samsung won the Brand Olympics on social

Coca-Cola, McDonald's and Samsung won the Brand Olympics on social

Coca-Cola, McDonald's and Samsung deserve golds for best use of social at this year's Olympics, writes Zone's client creative director.

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Under Armour drops sponsorship of hunter involved in 'cruel' killing of bear

Under Armour drops sponsorship of hunter involved in 'cruel' killing of bear

Under Armour has cut ties with the couple who caused outrage after posting a video of them killing a bear with a seven-foot-long spear in Alberta, Canada.

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Rule 40 change is a golden opportunity for non-official Olympic sponsors

Rule 40 change is a golden opportunity for non-official Olympic sponsors

The International Olympic Committee's decision to relax Rule 40 means non-official sponsors can now take their very own slice of the Olympic pie, writes Publicis' Robin Clarke.

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P&G's Fairy Non-Bio signs up to sponsor Mumsnet app

P&G's Fairy Non-Bio signs up to sponsor Mumsnet app

P&G-owned Fairy Non-Bio has signed a six-figure deal to sponsor Mumsnet for a year.

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Olympics sponsor status is mixed blessing for brands, says new survey

Olympics sponsor status is mixed blessing for brands, says new survey

With the Rio Olympics looming, a new UK survey suggests that being an official Olympics or Paralympics sponsor is not necessarily an effective way of generating long-term brand awareness, although sponsorship...

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Should the Olympics allow fast-food sponsors?

Should the Olympics allow fast-food sponsors?

Fat chance of Jamie Oliver, or any of the other activists gathered under his anti-obesity banner, preventing McDonald's or Coca-Cola sponsoring the Olympic Games unless they meet particular health standards.

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Why Rio Olympics sponsorship is risky business

Why Rio Olympics sponsorship is risky business

Given the chaotic build-up to Rio, is Olympic sponsorship a toxic investment, Simon Gwynn asks.

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The IOC may give host nations greater access to Olympic brand following criticism

The IOC may give host nations greater access to Olympic brand following criticism

The International Olympic Committee has said it is considering allowing governments greater access to the Olympic brand in future, after criticisms that it prioritises commercial sponsors.

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Brands gear up for the Rio Olympics

Brands gear up for the Rio Olympics

The world's biggest sporting competition begins next week. Sonoo Singh examines the key trends emerging at the Rio Olympics and how marketing strategies have changed since London 2012.

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London 2012 marketing chief warns IOC over sponsor rights

London 2012 marketing chief warns IOC over sponsor rights

Greg Nugent, the former London 2012 marketing chief, has warned the International Olympic Committee that it needs to stop prioritising the rights of sponsors over host nations if it is to maintain public...

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Public ownership is the root of a successful Olympics

Public ownership is the root of a successful Olympics

Greg Nugent believes the commercial model for the Olympics, in place since LA 1984, needs refreshing to reflect the stake the public, as well as the sponsors, have in the greatest show on Earth.

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McDonald's signs on as sponsor for Japanese launch of Pokémon Go

McDonald's signs on as sponsor for Japanese launch of Pokémon Go

McDonald's will become Pokémon Go's first sponsor - in Japan.

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The National Lottery highlights support for Team GB in new spot

The National Lottery highlights support for Team GB in new spot

The National Lottery, a long-time Team GB sponsor, has kicked off its marketing activity for the 2016 Olympic Games, which highlights its role in funding grassroots and professional sports.

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Why relevance should win over revenue in shirt sponsorship

Why relevance should win over revenue in shirt sponsorship

With the new Premier League football season about to explode into action again, Get Me Media's Pete Davis questions whether enough thought is being put into the name on the shirt.

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McDonald's might be Pokémon Go's first sponsor - but not in the UK

McDonald's might be Pokémon Go's first sponsor - but not in the UK

Pokémon Go has promised sponsored locations in future, and it appears McDonald's may be the first brand to sign up - at least in the US.

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Sky Sports signs up Nissan and bet365 as Premier League sponsors

Sky Sports signs up Nissan and bet365 as Premier League sponsors

Nissan and bet365 have signed three-year deals to sponsor live Premier League football on Sky Sports.

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Adidas should reconsider Messi sponsorship after tax fraud conviction, fan survey says

Adidas should reconsider Messi sponsorship after tax fraud conviction, fan survey says

Nearly two-thirds of sports fans think Adidas should reconsider its sponsorship arrangements with Lionel Messi, a snap poll has found following the global football star's conviction for tax fraud.

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Rio 2016: Brand sponsorship is about more than just great creative

Rio 2016: Brand sponsorship is about more than just great creative

Four years ago this week, we were less than a month away from the start of the London 2012 Games, and saw an explosion of creative advertising as sponsors vied to promote their support of the event, the...

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To get into MasterCard's Pride parade bathroom, have a heart

To get into MasterCard's Pride parade bathroom, have a heart

A custom-built bathroom from McCann XBC welcomed all humans

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