Husqvarna's announcement that it has become the first major industry body in the UK to sign up as a Friend of First Green is more than a nice line in a press release. For an industry that has…
Delta Air Lines isn't just flying fans to Augusta — it's turning every touchpoint, from seat-back screens to baggage carousels, into a piece of the Masters experience. A look at how the carrier's 2025 activation stacks up against…
Husqvarna and The R&A have received a notable honor by being nominated for two prestigious sports industry awards for their innovative autonomous mowing activation at the AIG Women’s Open at Royal Porthcawl. Their forward-thinking partnership is a finalist…
As John Deere prepares to take on the role of Official Machinery Partner for the 2026 Solheim Cup, the alignment offers more than brand visibility—this is a measurable commercial and strategic investment. Supported by recent audience growth, sponsorship…
Husqvarna, a global leader in robotic lawnmowing and part of the Husqvarna Group, has entered into a multi-year agreement to become the Title Partner of the British Masters—an esteemed tournament with a rich golfing history. The 2026 Husqvarna…
Consumer data reinforces the powerful impact of partnering with a leading charity in sponsorship marketing, showcasing some of the strongest results possible. These collaborations enable brands to make a positive contribution to society, enhance their brand equity, and…
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…
Golf has always prided itself on ritual, the same fairways, the same silverware, the same reverence for the game's history. But behind the pageantry of The Open and the AIG Women's Open, a quieter transformation is underway, and…