Swiss watch-making brand Longines has become the first official partner for the Glasgow Commonwealth Games due to be held in 2014.

The deal is worth about £5m and will see Longines looking after timing, scoring and results at the games.  Longines already sponsors high-profile events in sports including tennis, skiing and horse-racing. (BBC, 21st June 2012)

Promoting through sponsorship generates excitement about its products and builds positive perceptions amongst consumers.   As a relatively new entrant to the UK car market, Kia Motors also uses sports sponsorship to heighten consumer awareness of the brand and develop its profile.

Kia’s sponsorship of major cricket and football and tennis allows it to target a wide age range and social profile of consumers, opening up its potential customer base.  This type of below the line promotion also provides Kia with greater control and effectiveness of its marketing campaigns.

Click here for lesson resources