LAST WEEK'S SPONSORSHIP NEWS

These stories cover sponsorship news for December 30, 2019 - January 5, 2020. This is part of our "Last Week Today" series that includes a weekly roundup of the past week's most exciting and industry-altering news. Check back on our blog every Monday for updates!

 

JBL & HUGO BOSS JOIN IN

Singapore-based mixed martial arts (MMA) promotion ONE Championship added two names to its already lengthy strategic partnerships list of global brands. JBL and Hugo Boss join TUMI, Redbull, Lazada, DBS Bank, Foodpanda, Harvey Norman, Secretlab, California Fitness, Kredivo, Reckitt Benckiser and Unilever.

As reported on SportsPro Media

 

IT'S A SPONSOR EXODUS

Supermarket giant Aldi becomes latest major sponsor to not renew its partnership with Foodball Federation Australia (FFA) after its contract expired at the end of 2019.

Aldi already invested more than $10.4 million over the last three years and decided to not continue.

This news comes just after petroleum brand Caltex ended its title sponsorship of the men's national team. And also after the National Australia Bank ended its 15-year relationship.

Now, we wait to see if Hyundai, a sponsor of the Australia top-flight men's competition, will renew or walk away when the current campaign ends.

Read more on SportsPro Media

 

FORMULA1 TEAM GETS A NEW NAME

The Alfa Romeo Racing team has agreed to a co-title sponsorship deal with Polish petroleum firm PKN Orlen. The deal will see the team compete as Alfa Romeo Racing Orlen from the 2020 season and will include branding on the team's C39 car as well as on trackside assets.

Alfa Romeo initially secured title rights to the Formula One team in a deal with Sauber Motorsport in 2018.

Full team rights were then acquired in 2019 when the deal was upgraded.

Read more on SportBusiness.com

 

PUMA DEAL WORTH MILLIONS

Dutch top-flight soccer outfit PSV Eindhoven will reportedly earn between $44.5 million and $55.7 million from a rumored new five-year kit deal with German sportswear giant Puma. That's three times more than they do from their current agreement with British manufacturer Umbro.

Apparently, Umbro had until 1st January to rival an offer from Puma, which was first reported in October, but none was made before the deadline.

Read more on SportsPro Media

 

TOKYO 2020 PARALYMPIC GAMES

The Tokyo 2020 Paralympic Games Torch Relay has a three-tier sponsorship programme, comprising Presenting Partners, Supporting Partners and Associating Partners.

Joining Presenting Partner Lixil, a water and housing products manufacturer, is Japanese energy company JXTG Nippon Oil & Energy Corporation. JXTG joins as a Supporting Partner of the Tokyo 2020 Paralympic Torch Relay, which will take place from August 13 to 25.

JXTG is also a Gold Partner of the Tokyo 2020 Olympic and Paralympic Games, and is also supporting the Olympic Torch Relay.

Paralympic torch relay

Read more on SportBusiness.com

 

 

Look out next Monday for the usual round-up on sponsorship news.

GO BACK IN TIME:

Last Week Today: Trending Now

LAST WEEK TODAY: TRENDING NOW Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover April 30-May 6, 2018. You don’t necessarily have to be a trendsetter to succeed in sponsorship (though if you are, we are definitely not telling … Continue reading Last Week Today: Trending Now

Last Week Today: Sponsorship Fit Is Key

LAST WEEK TODAY: SPONSORSHIP FIT IS KEY Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover April 23-29, 2018. Fit is important. When pitching, rights holders should always consider both the likely goals and values of each potential sponsor. … Continue reading Last Week Today: Sponsorship Fit Is Key

Category Analysis: Grocers

CATEGORY ANALYSIS: GROCERS Global Grocery Sponsorship   Grocers represent an industry wholly ingrained into the communities they serve. As such, you’ll find these grocers do a good job choosing partnerships to show their support of those communities. You will note a difference between the tactics of American and European grocers. This may stem from the … Continue reading Category Analysis: Grocers

Last Week Today: What Will Your Audience Most Appreciate?

LAST WEEK TODAY: WHAT WILL YOUR AUDIENCE MOST APPRECIATE? Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover April 16-22, 2018. Trying new ideas and campaigns is a necessary part of both experiential marketing and sponsorship. Sometimes you’ll find … Continue reading Last Week Today: What Will Your Audience Most Appreciate?

Last Week Today: Sponsorship is Impacting Consumer Events

LAST WEEK TODAY: SPONSORSHIP IS IMPACTING CONSUMER EVENTS Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover April 9-April 15, 2018. Sponsorship is impacting festivals and other consumer events. Attendees and fans are enjoying personalized experiences as never before, … Continue reading Last Week Today: Sponsorship is Impacting Consumer Events

Last Week Today: Sponsorship Models Are Changing

LAST WEEK TODAY: SPONSORSHIP MODELS ARE CHANGING Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover April 2-April 8, 2018. Sponsorship models are changing. Successful sponsors want the most out of their partnerships, which requires a sponsor to get … Continue reading Last Week Today: Sponsorship Models Are Changing

Last Week Today: New Season Sponsorship Deals & Renewals

LAST WEEK TODAY: NEW SEASON SPONSORSHIP DEALS & RENEWALS Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover March 19-25, 2018. As teams, leagues and sports draw closer to the beginning of the season, we typically see an influx … Continue reading Last Week Today: New Season Sponsorship Deals & Renewals

Last Week Today: Is Co-Branding the Way to Go?

LAST WEEK TODAY: IS CO-BRANDING THE WAY TO GO? Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover March 12-18, 2018. Featuring in multiple articles this week is a sponsorship opportunity near and dear to our hearts at #TeamTandem: … Continue reading Last Week Today: Is Co-Branding the Way to Go?

Event Analysis: Olympic Sponsorship

EVENT ANALYSIS: OLYMPIC SPONSORSHIP Successful Olympic sponsorship is for brands who listen, engage and spend. And spend they do: IOC deals have averaged around $100 million for one cycle (four years), and $200 million for two cycles (eight years). These sponsors are minutely critiqued on advertising, onsite activation and Olympic legacy. Many brands have been long-term … Continue reading Event Analysis: Olympic Sponsorship

Last Week Today: Find Ways to Engage

LAST WEEK TODAY: FIND WAYS TO ENGAGE Missing sponsorship news? Check out the blog every Monday for a weekly roundup of the past week’s most exciting and industry-altering news. These stories cover March 5-11, 2018. This week, we were treated to several notable examples of sponsorship and experiential marketing at its best. When activating, brands … Continue reading Last Week Today: Find Ways to Engage

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