...Johnnie Walker increased its sales by 48%?

By the end of 1999, Johnnie Walker sales were in decline and the brand was in a mess. Diageo, the brand owner decided that a brand overhaul was required. They used the sponsorship medium as one strategic pillar of this overhaul, linking the brand values of progress, masculinity and success to the McLaren Mercedes F1 team.

The combined effort of the Keep Walking campaign helped sales improve from 10.2m cases in 1999 to 15.1m cases in 2007, an increase of 48%! In addition to an increase in sales, Johnny Walker received an ROI of 1.5 in terms of 2008 media value alone! In other words, a brand campaign that became a vastly profitable campaign for Diageo.
Sports Pro Media, 2009
Imagine your brand achieving its objectives more efficiently and effectively – let Total Sports Asia provide you with a customized solution! Contact us now via sponsorship@totalsportsasia.com or give us a call on +603 7626 8000!
Tata Communications signs F1 Global Technology Association
Tata Communications, a leading provider of The New World of Communications announced a multi-year technology service and marketing agreement with Formula One Management. The agreement will see Tata Communications delivering world-class connectivity to all 20 Formula One race locations over its global network, the largest in the world. It will also provide hosting and content delivery services to Formula1.com which is accessed by tens of millions of fans around the globe. More...
Official F1 Website, 23 February 2012
Qantas to continue sponsor for 2012 Formula 1™ Qantas Australian Grand Prix
The Australian Grand Prix Corporation is continuing its longstanding relationship with Qantas as it confirms the iconic Australian brand as Naming Rights and Official Airline Partner for the 2012 Formula 1™ Qantas Australian Grand Prix. The 2012 Formula 1™ Qantas Australian Grand Prix will be held at Melbourne’s spectacular Albert Park from March 15-18 with a host of on and off track activities. More...
Official Australian Grand Prix Website, 23 February 2012
Mercedes reveals new car and new partners
Mercedes AMG Formula One team has announced two new partnerships with Thomas Sabo and Isofoton. As Official Jewellery Supplier to the Mercedes AMG Petronas Formula One Team, Thomas Sabo will enjoy branding on the rear wing end plates and the sidepod leading edge fairing of the new F1 W03 car which will be race by Michael Schumacher and Nico Rosberg this season. Meanwhile the team has also confirmed a new partnership with Spanish solar energy company, Isofoton which will see the company's branding on the helmet visors of Rosberg and Michael Schumacher as well. More...
Sports Pro Media, 21 February 2012
Oris renews sponsorship with the Williams F1 team
Swiss watchmaker Oris has been confirmed as an Official Partner of the Williams team for the 2012 Formula One season. Oris has been a partner of the team since 2003 but has tended to sign only one year renewals in recent times. For 2012, the company's logos will be position on the cars' front wing pillars and on the overalls of drivers Pastor Maldonado and Bruno Senna as well as on those of team personnel. The deal is likely to be worth between US$2 to US$3 million based on the previous agreements. More...
The Sports Campus, 24 February 2012
Caterham F1 team announced Sibur as first Russian Team Partner
Caterham F1 team has announced that it has signed a deal with Sibur to be an Official Team Partner. Sibur, the largest petrochemical company in Russia and Eastern Europe has also confirmed that it is continuing the partnership agreement it began in 2011 with Vitaly Petrov in his new role as Race Driver for the Anglo/Malaysian Caterham F1 Team. The Sibur logo will feature on the CT01 cars and on Vitaly’s race suits throughout the 2012 season. More...
Official Sibur Website, 20 February 2012
Azkar as new Official Supplier of HRT Formula 1 Team
Transportes Azkar S.A., an international integrated logistics operator and HRT Formula 1 Team have signed a collaboration agreement for the renowned logistics operator to become a collaborator of the renewed team, joining as an Official Supplier for the 2012 season. The HRT team is under new Spanish ownership and in the process of moving to Madrid but will miss this week's pre-season test in Barcelona as it attempts to ready its cars for the start of the season on March 18th. More...
Official HRT Formula 1 Website, 20 February 2012
Qatar National Bank to sponsor French football team Paris Saint-Germain
Qatar National Bank (QNB) Group is to sponsor French football club Paris Saint-Germain (PSG). The deal will see QNB granted a branding presence at the Qatari-owned Ligue 1 outfit's home venue, the Parc des Princes as well as at other club facilities and on its official website. It is QNB's first sports sponsorship outside of Qatar and is intended to raise the profile of its international network of services and branches, including its Parisian branch. More...
AME Info, 20 February 2012
Jorg Gray adds football star Clint Dempsey as Elite Brand Ambassadors
American watch brand Jorg Gray has announced that Fulham Football Club midfielder Clint Dempsey will serve as a Global Ambassador for the brand. Under terms of Dempsey's personal endorsement agreement, the 28 year old will make appearances around the globe on behalf of brand and showcase Jorg Gray's entire collection. More...
Marketwire, 21 February 2012
FedEx renews as PGA Tour Sponsor
FedEx and the PGA Tour have announced the continuation of the logistic firm's major sponsorship deal until 2017. FedEx will continue to offer the US$35 million in total bonus money, including US$10 million for the winner of the FedEx Cup which began in 2007 as the tour's way of generating increased interest at the end of each season. More...
ESPN, 22 February 2012
Peak Sports signs deal with Miami Heat
The Miami Heat NBA franchise has entered into a multi-year partnership with Chinese sports equipment company, Peak Sport Products. Under the terms of the deal, Peak will receive camera visible signage at the Heat’s American Airlines Arena including branding on pole pads and digital courtside advertising hoardings. In addition, the Peak Performance Play of the Game will be chosen at select home matches. More...
Asia Sponsorship News, 22 February 2012
Manulife as the Title Sponsor for Singapore ATP Challenger
The Singaporean branch of Canadian financial services company Manulife has signed a deal with the ATP Challenger tennis tournament in Singapore that will see it become the Title Sponsor of the second edition of the event. The deal is believed to be worth a six-figure sum. The event will take place from February 25th to March 4th at the Singapore Island Country Club. More...
Straits Times, 23 February 2012
MasterCards customers to get VIP treatment at Singapore Indoor Stadium
MasterCard customers and cardholders will enjoy the exclusivity reserved for VIPs as part of the company's new tie-up with the Singapore Indoor Stadium (SIS). MasterCard's sponsorship of Singapore's iconic venue means its invited guests will get to enjoy the full benefits of the exclusive SIS VIP Lounge before and after shows, as well as direct access to their VIP seats via the lounge with access also to parking via a private driveway. The VIP Lounge now renamed as MasterCard Lounge, is the first of its kind at the SIS. More...
Bernama, 20 February 2012
Adidas does deal with Singapore Sports School
Sports equipment and apparel brand, Adidas has deepened its connection to football in Singapore through a unique deal with the Singapore Sports School. As part of the deal, Adidas will provide a full kit to the football academy's under 13 to 16 teams. The deal will also see athletes from the Singapore Sports School provide important feedback to Adidas about the product they are using. More...
Asia Sponsorship News, 20 February 2012
Bridgestone becomes Title Sponsor for WSH
International tire brand Bridgestone has been announced at the Title Sponsor of the inaugural World Series Hockey (WSH) and will be known as the Bridgestone World Series Hockey. Financial terms of Bridgestone's commitment were not released. The inaugural World Series Hockey will begin on February 29th and run through until April 2nd and involves 200 leading Indian and International hockey players. More...
Sportz Power, 22 February 2012
"For all of the great champions from the past that have been polishing the image of the sport of boxing and giving it the glamour, respect and recognition while setting a good example for the youth of the world to follow, this type of behaviour kills all that hard work from the former champs and teaches disrespect for the sport and fellow human beings."

Wladimir Klitschko, whose brother Vitali retained his title on Saturday night against Chisora (lest anyone forget), proves that some heavyweights in boxing are staying classy.

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