This week in sponsorship

Would you like to keep up to date with the latest news in the sponsorship industry? We have made it easy for you with handpicked articles featuring this week’s latest sponsorship news. Check them out below!


Qatar Airways signs Sponsorship Deal with FIFA

Last Sunday, Qatar airlines stated that it has signed a deal with FIFA to be one of the official sponsors as well as the official airline for the next two World Cups taking place in Russia and Qatar. This will cover the world cups from 2017 to 2022.

Until 2014, it was Emirates, a rival middle east airline company, which was the major sponsor of FIFA. Qatar Airlines is now joining Coca-Cola, Gazprom, Wanda Group, Adidas, Visa and Hyundai as official partners of FIFA, the highest tier of FIFA sponsorship.

FIFA said in a statement that the deal represents one of the biggest sporting sponsorships in the world and is certainly the largest in the history of Qatar airways.

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FedEx Extends Sponsorship of the FedEx Competition 

After celebrating the first decade of the FedExCup, the PGA TOUR and FedEx Corp have announced a long-term extension of the season-long competition.

For more than 30 years, FedEx and the PGA TOUR have had an invaluable relationship, beginning with its sponsorship of the FedEx St. Jude Classic. Since then, the establishment of the FedExCup 10 years ago has strongly altered the PGA TOUR. It now represents the ultimate prize on the tour and gives an exciting end to the PGA TOUR competition season.

The FedExCup has given more meaning to the tournaments with the creation of a season-long points competition, it has also created a platform for media partners to tell the PGA TOUR story, giving the competition more consistency and media coverage.

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Ireland Restricts Unhealthy Food Sponsorship aimed at Children 


This week, it has been announced that Ireland will become the first country in the world to restrict unhealthy food sponsorship aimed at children attending primary school. This code, developed by the Department of Health, the HSE and food companies and advertisers, has the objective of reducing exposure to the marketing of food and drink that is high in fat, sugar and salt.

With three out of five adults and one in four children overweight or obese, Ireland is on course to become the most obese in Europe by 2030. This new rule aims to limit the influence of marketing and advertising in steering people, especially children, towards unhealthy food choices.

Ireland was already the first country to ban celebrity endorsement of unhealthy foods, it is hoped that this next step will help slow the rise of obesity.

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Société Générale and Rugby World Cup Extend Worldwide Partnership 

World Rugby has announced that Société Générale has renewed its long-standing and successful worldwide partnership of Rugby World for the 2019 edition in Japan.

Société Générale is a major supporter of worldwide rugby and will also be partnering with the 2017 World Rugby Awards in Monaco taking place in November.  

The French bank first partnered with the Rugby World Cup in 1999 and has since then become one of the most recognisable brands in rugby and a major supporter at an international and domestic level as rugby continues to grow in participation and fan base.

Société Générale is alongside Emirates, Heineken and Land Rover as Rugby World Cup 2019 Worldwide Partner and Cannon as an Official Sponsor.

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Why Businesses need Sport Sponsorships to be Fit for the Future

This week, the British Telegraph published a great piece addressing the ever-growing importance of sports sponsorships for businesses.

The article followed the case study of Standard Life Investments, one of the first to sponsor sports back in 1888 when it put its logo on the shirt front of the British and Irish Lions. This form of sponsoring has brought the firm a lot more exposure than a newspaper advert. This is even more important today, where sports events are more popular than ever.

It also allows a firm to align the brand’s values with the sport it sponsors and pass a stronger message to the consumers. As Nuala Walsh, the company’s Global Head of Marketing and Client Relations states: “Everything we do starts with the consumer. You can have the best creative, product or activation idea but if it’s not connected to a palpable need, then it will negate returns.”

Read more here

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