Three large-scale sport sponsorships take place during the summer across the UK, proving once again that adaptable brands are the ones that thrive.

Tag Heuer official series partner of world touring car cup

Swiss luxury manufacturing company TAG Heuer has become the ‘Official Series Partner’ in the World Touring Car Cup presented by online automotive accessories company OSCARO, where it will reward speed and achievement.

This is not the first partnership for TAG Heuer. Across a wide variety of parterships, from music to motor sports and football, there is a running theme, the drive for making it on time. With the most popular and intense sporting events, TAG Heuer clocks athletes as they push their limits to reach their goal. This way, the brand manages to become associated with punctuality and efficiency, two qualities that promote TAG Heuer’s star product, its watches.

To promote the new initiative, a dedicated video about the winner’s achievement will be released across all WTCR’s social media channels. The TAG Heuer Most Valuable Driver will also be given a shout out in WTCR’s live global feed at the end of each race.

François Ribeiro, head of Eurosport Events, says, “We are very happy to announce the partnership between Eurosport Events and TAG Heuer will continue into a third year. It’s a concept that brings massive US sporting disciplines, such as the NBA and NFL, to the race tracks of the world.”

TAG Heuer will support the WTCR with the ‘TAG Heuer Best Lap’ trophy, which is given to the driver that achieves the fastest lap between weekend’s three races.

Westons partners with Mortimer’s Orchard and the Lawn Tennis Association

Westons Cider announces its first big partnership between the Mortimer’s Orchard brand and the Lawn Tennis Association (LTA), the national governing body for tennis in the UK.

The LTA will give Mortimer’s Orchard exclusive pouring rights at a series of prestigious tournaments over the summer, including the Fever-Tree Championships.

The partnership with the LTA aims to engage thousands of tennis fans with Mortimer’s Orchard’s offering. It will also include the introduction of the first Mortimer’s Orchard Cider Bar at the Fever-Tree Championships, where the audience will have the opportunity to try the brand’s products.

James Mercer, commercial director at the LTA, says, "We're thrilled to be embarking on a partnership with Mortimer's Orchard this summer. For many of our fans, come rain or shine a day out at the tennis just isn't complete without a refreshing beverage in hand. With such a strong British heritage, Mortimer's Orchard is the perfect cider for us."

The LTA partnership is one of the many sponsorships for Mortimer’s Orchard throughout the cider-drinking season. The partnership will be advertised through a digital campaign, as well as social media and blogs.

Gallagher partners with Premiership Rugby aiming at franchising growth

Insurance brokerage company Gallagher, has become the official title sponsor of professional sports competition Premiership Rugby, following the announcement of a multi-year strategic partnership.

The competition, titled ‘Gallagher Premiership Rugby,’ starts on 31 August and includes naming rights, branding opportunities and local community programs.

Premiership Rugby has a following in more than 200 countries across the globe, with more than 2m fans attending Premiership Rugby matches last season, setting a new record high for the league. In the UK, more than 23m people are either fans of the sport or play it themselves.

The international following is a result of the competition’s media partners, including BT Sport in the UK and NBC Sports in the USA.

Patrick Gallagher Jr, chairman, president and CEO of Gallagher, says, "By uniting with this globally-known and fast growing franchise, we have a terrific opportunity to increase awareness about our company, values, expertise and services, and jointly participate in community projects and causes to make a difference. This dynamic business and marketing partnership with Premiership Rugby reflects who we are culturally and professionally. We're looking forward to kicking-off the inaugural Gallagher Premiership Rugby season in late August."