"We never expected to be a UEFA Champions League sponsors for 21 years", says senior Ford marketer Mark Jones, ahead of this year's final, while other sponsors undertake an array of marketing activity.
Virgin Media has signed a deal to sponsor the Glasgow 2014 Commonwealth Games, with brand ambassadors Usain Bolt and Mo Farah likely to star in the brand's marketing to support the event.
Virgin Media has signed a deal to sponsor the Glasgow 2014 Commonwealth Games, with brand ambassadors Usain Bolt and Mo Farah likely to star in the brand's marketing to support the event.
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 team or individual comes the risk that should things...
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.
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