Sponsorship news & analysis

BT signs up as first partner of Olympic legacy charity Join In

BT is hoping to make "volunteering the next social movement", after signing up as the first commercial partner of the Olympic legacy charity Join in.

Ford uses 'Europe's Super Bowl' to push technology credentials

Ford is using what it claims is Europe's "Super Bowl" moment to kick off a new brand campaign to promote the range of technologies available with its vehicles.

TalkTalk to sponsor fifth X Factor

TalkTalk, the telecoms and TV company, has extended its sponsorship of ITV's 'The X Factor' for a fifth year.

Why brands now approach sports sponsorship with caution

Sports sponsorship has always had glamourous appeal - which brand doesn't want to increase its status by being linked to competitiveness, action and success? But of course for all the high octane thrill and drama often associated with sponsoring a te...

Nike campaign asks fans to put country before football club

Nike is to weigh into football's club-versus-country debate with a new social media campaign called "Country First Club Second", to coincide with the unveiling of the new Nike-supplied England team shirts.

Vauxhall and FA power ahead with new four-year England deal

Vauxhall has extended its deal with The Football Association (FA) for a further four-years as England football team lead sponsor, with the car marque claiming its sponsorship has delivered "extraordinary" levels of brand awareness.

What Aon really thinks about Sir Alex Ferguson's retirement

The retirement of Manchester United manager Sir Alex Ferguson has dominated the sporting headlines, but to date little has been said about the impact his departure would have on the club's commercial partners.

Beckham in 12 ads: Will retirement change his sponsored life?

What does David Beckham's retirement from football mean for sponsors? The iconic player has appeared in more ads than any other player in the history of football.

How UEFA has looked to grow its Europa League brand

This evening (15 May) Chelsea will take on Benfica in the UEFA Europa League final. The game, screened live on ITV, is anticipated reaching a record global audience.

Waitrose replaces Brit as England cricket team sponsor

Waitrose is to replace Brit Insurance as the primary sponsor of the England cricket team, marking its first move into the sport with a three-year deal.

Sponsors ready Fergie tributes while sports marketers voice concerns

Aon and Thomas Cook are among the Manchester United sponsors preparing to pay tributes to Sir Alex Ferguson, although some experts believe the manager's shock retirement will make some of the club's sponsors uneasy.

Sir Keith Mills' umbrella sports marketing body faces axe

Air Miles founder Sir Keith Mills has admitted it is "50-50" whether he will be forced to pull the plug on his proposed organisation to handle a pool of commercial rights across UK sports, with a decision due in the next 10 days.

Toyota swaps T4 sponsorship for Vevo ad deal

Toyota has replaced its long-standing partnership with Channel 4's T4 with a seven-figure advertising deal with online music platform Vevo, as it seeks to promote its Aygo model to a youthful audience.

First Direct targets younger consumers with brand 'refresh'

First Direct has revealed plans to target younger consumers, ahead of a brand "refresh" due to launch in the coming weeks.

Stella Artois returns to tennis sponsorship for summer push

Stella Artois is seeking to boost its premium credentials by sponsoring a host of upmarket events this summer.

VisitBritain boss says Government would be 'mad' to abandon Great funding

Sandie Dawe, chief executive at Visit Britain, has urged the Government to continue financially supporting its 'Great' campaign and said it would be "completely mad to walk away".

BP set for Olympic, Paralympic and Commonwealth Games sponsorship

BP is set to sign a major sponsorship deal which will run across the British Olympic Association (BOA), British Paralympic Association (BPA) and the Glasgow 2014 Commonwealth Games.

Five ways in which technology is blurring the sponsorship model

In an age where sharing has become a key part of the event experience, sponsors and rights holders need to readdress their strategy, writes Nicola Kemp.

Idea of the Week: Sponsor the British Lions tour this summer

Perform Sports present an advertiser the opportunity to get involved with the biggest sporting event this summer as the British Lions tour Australia for the first time in twelve years.

Under the spotlight: Simon Eyles, marketing director, Yorkshire Tea

Yorkshire Tea, the fastest growing mainstream tea brand, is turning up the marketing volume by becoming an official sponsor of the English Cricket team. Earlier this year, it promoted the three-year sponsorship deal in a TV ad campaign, created by Be...