Sponsorship news & analysis
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 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, the telecoms and TV company, has extended its sponsorship of ITV's 'The X Factor' for a fifth year.
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 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 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.
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.
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.
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 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.
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.
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 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 has revealed plans to target younger consumers, ahead of a brand "refresh" due to launch in the coming weeks.
Stella Artois is seeking to boost its premium credentials by sponsoring a host of upmarket events this summer.
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 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.
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.
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.
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...
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