Skyscanner's multi-year sponsorship agreement with the Solheim Cup is just one of many sponsorship agreements. However, examining it closely can help us better understand Skyscanner's interests and motivations. It's worth noting that Skyscanner has recently signed its first-ever…
WPP says "2023 promises to be a highly competitive environment for brands and rights-holders looking to get ahead in the sports industry". I also see the sports broadcasting landscape has changed significantly in 2022. Streaming became a very important…
Before I go into the details of the extended partnership - until 2027 - between the BMW Group and the DP World Tour, it's worth a look at the state of the global sports sponsorship. Brand sponsorships in…
I see the coronavirus has triggered changes in sports sponsorship as well. The organizers of the Race to Dubai (of course other golf tournaments too), but also its sponsors like Rolex have to face and embrace the changes…
I hope you will follow the 25th Evian Championship (25-29 July 2019) that kicks off today. Its overall prize is now $4,100,000. While we are cheering for our favorite female tour player (e.g. Lydia Ko), we should also…
While Webb Simpson can be happy for the Burns & Wilcox sponsorship deal, I would suggest them rethink and revise how to maximize this sponsorship and cooperation. Marketers like Burns & Wilcox should move beyond putting their logo the…
The Australian LPGA Tour player Minjee Lee had just finished her rookie year in December 2015. However, it was not an obstacle to gain a new sponsor, the ECCO Golf. She turned professional in 2014. At the age of 17,…
HSBC's announcement about the renewal of their global golf sponsorship portfolio (World Golf Championships-HSBC Champions, the HSBC Women’s Champions and the Abu Dhabi HSBC Golf Championship) brought a great relief. In the summer was announced that HSBC will…
For many years Dina Shore and Kraft Nabisco was the title sponsor of the LPGA Championship. This year ANA (=All Nippon Airways) will be for the first time the title sponsor of the LPGA's first major, which features…
Last week I came across with the news the Ping signed a sponsorship deal with the olympian swimmer superstar Michael Phelps. John Solheim, Ping's chairman and chief executive officer expressed his hopes that "his global presence as a…
Recently I heard that Katherine Grainger (she was selected as one of the 5 athlete ambassadors for promoting the key messages of Team GB - the 2012 Olympic Team; 6 times world champion) and Gavin Hastings are partnering…
As Tiger Woods' private life gets more publicity, companies are reevaluating their cooperation with the golf player. A successful sportsman is always a good tool for companies to communicate their values by sponsoring sportsmen. Tiger Woods is also…
As a groundswell, the collapse of the American automotive and financial sector arrived to the golf industry by significant cuts in golf sponsorship budgets. The sponsorships shrunk by 3.7% according to IEG LLC. As one of the major…
Over the past six years, I have been reporting to you more frequently about Porsche's golf sponsorship activities. Porsche appears to have realized that golf is a popular sport and leisure activity among its customers. Perhaps they have…
There were rumblings during the previous year that Porsche may withdraw its European Open golf tournament sponsorship. However, the DP World Tour successfully negotiated an agreement with Porsche, allowing the tournament to continue as the Porsche European Open.…
Through a partnership with LIV Golf, Stuburt - a British apparel brand since 1860 - has become the exclusive on-course apparel partner for all three teams (out of 13): Torque GC, Fireballs GC, and Stinger GC. The partnership…
Through a partnership with DP World Tour, FedEx has taken on the role of Title Sponsor for the prestigious Open de France held at Le Golf National. FedEx has become the official sponsor of the 106th edition of…
Many people recommend using Google to find suitable golf tournaments, whether you are a professional player or a regular golfer like me. At first glance, this sounds simple and easy. However, finding relevant and compelling golf tournaments can…
In the year 2024, it is hoped that the organizers of golf tournaments will place a greater emphasis on sustainable practices and align sports marketing strategies with social responsibility. Achieving this objective would require a concerted effort on…
In October 2022, SponsorUnited published an interesting insight regarding sponsorship of women's sports events. They claim: "Sponsorships with women grew 20% year-over-year across the major US sports (LPGA, NWSL, WNBA, WTA), top European soccer leagues (Women’s Super League…