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Football
Clothing & Accessories

Fashion brand Hugo Boss is committing significant levels of investment to its four sports sponsorship strands in football, motorsports, sailing and golf.
Golf

The Masters Scarcity, exclusivity and access to media rights are key to the out-sized deal values generated by The Masters relative to the three other golf Majors
Golf

Scarcity, exclusivity and access to media rights are key to the out-sized deal values generated by The Masters relative to the three other golf Majors.
Golf
Other Industry

European golf is embracing the mobile phone as a “critical” fan engagement and context-based marketing tool, according to Michael Cole, chief technology officer of the European Tour & Ryder Cup Europe.
Golf
Automobile Manufactures

German luxury car brand BMW will commit over $60m (€53m) to its Ryder Cup and European Tour golf sponsorships over the four-year period from 2019 to 2022, after signing four renewals in November.

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Golf
Payment Services & Affinity Cards

International financial services company American Express has agreed to become the title sponsor of the PGA Tour’s Desert Classic Pro-Am event in Palm Springs, California, in a multiyear deal.
Golf
Eyewear

Active eyewear brand goodr has partnered with this year’s edition of women’s team golf competition the Solheim Cup, which takes place this week at Gleneagles in Scotland.
Golf
Automobile Manufactures

The North American division of BMW has extended its title sponsorship of the BMW Championship, the penultimate event of FedExCup Playoffs
Golf
Transport & Logistics

Scotland’s railway service ScotRail has signed as the Official Train Sponsor of next month’s Solheim Cup. The deal was brokered by the IMG agency, the official staging partner for this year's event.

Features

Golf
Hotels & Resorts

Major increases in PGA Tour prize money next year will be part-funded by increased rights fees from the sponsors most associated with the regular-season and post-season finales
Golf
Wine

The European Tour and PGA of America have signed off on the first new Worldwide Partner deal for the Ryder Cup since February 2013.

Golf

Alfa Romeo, the car maker owned by Fiat Chrysler Automobiles, will serve as a Global Partner of golf’s Presidents Cup, the biennial national team match-play event between the USA and an international team, under a deal agreed last month.

Golf

For 2017, we have researched over 900 deals across 28 countries and covering 124 rights fees to map out the sponsorship landscape of motorsports.

Golf

For 2017, we have researched over 710 deals across 38 countries and covering 88 rights fees to map out the sponsorship landscape of golf.

Basketball
Information Technology

Information technology company IBM is looking for opportunities to build infrastructure with its sponsorship partners as a key element when selecting deals.
Golf
Timing

Swiss watchmaker Rolex will increase its investment in sponsoring golf's European Tour with the launch next year of the seven-event Rolex Series.

Golf
Betting

South Korean conglomerate CJ Corporation’s 10-year title investment in a new PGA Tour tournament in South Korea is a signal of intent for the brand’s international expansion plans.

Golf

US retail and wholesale energy supplier, Constellation, is using the PGA of America and its marquee events to promote energy sustainability and renewable energy sources.

Golf

Data storage company EMC Corporation has signed as title sponsor of the PGA Tour’s FedExCup Playoffs tournament, formerly known as the Deutsche Bank Championship, for two years from 2017 to 2018.

Golf

Dairy product company Müller sponsored Team GB, the UK’s Olympic team at Rio 2016, and three individual federations, to raise brand awareness during the Summer Games.

Golf

Canadian bank, RBC, is using its sponsorship of two PGA Tour events to consolidate its position as Canada’s leading bank and grow its brand awareness in the US and abroad.

Golf

US home appliance manufacturer, Whirlpool, is using its kitchen appliance brand, KitchenAid, to connect with the golf-watching demographic and to increase awareness of the community development of Benton Harbor, Michigan.

Golf
Beer

German carmaker Mercedes-Benz aims to strengthen its reputation as a supporter of golf through its sponsorship of The Open Championship.

Golf
Payment Services & Affinity Cards

Sponsorship revenues for the US Golf Association (USGA) will hit a record level in 2016 following the renewal of its agreement with financial services company American Express.

Golf

Financial services company Manulife is using the LPGA’s Manulife Classic to focus on employee and stakeholder engagement.

Golf
Diversified Financials

Accountancy firm RSM has joined the roster of golf’s European Tour as the organisation outlines its plan to attract more brands under its new relationship with agency CSM.

Golf
Insurance

Financial services brand Manulife will take a “severe look” at its title sponsor agreement with the LPGA’s Manulife Classic in 2017 after invoking its final extension clause.

Basketball
Airlines

International sports properties provide a key platform to create positive brand associations for the Turkey’s national flag carrier Turkish Airlines.