Eight resellers that sponsor sports teams
It might be costly, but sports sponsorship is undoubtedly an effective way to increase the brand awareness of a company. We've picked out eight resellers that see their logo carried by teams and individuals in a range of sports
If you've been handed a marketing budget and asked to boost the awareness of your company in the market, you'd be hard pressed to find an arena with more exposure than the sporting world.
You'll often find the likes of Microsoft and IBM declaring themselves technology partners for the biggest sporting teams in the world, but resellers and service providers are also getting in on the game, shelling out to have their name on the front of a shirt.
Whether it be showing off to clients or getting your logo on Sky Sports - the benefits to sponsoring in sport are clear, despite perhaps not being quantifiable.
The downside, maybe, is the amount of zeros required on the end of the cheque, or the free services you may be obliged to offer the organisation.
With all this in mind, CRN has picked out eight resellers which associate themselves with teams and stars across a wide range of sports.
Eight resellers that sponsor sports teams
It might be costly, but sports sponsorship is undoubtedly an effective way to increase the brand awareness of a company. We've picked out eight resellers that see their logo carried by teams and individuals in a range of sports
Computacenter - Renault F1 team
Reseller and services giant Computacenter has sponsored the Renault F1 team since 2006, appearing on the side of the team's striking yellow car (pictured).
Renault's two drivers have had mixed fortunes in the F1 season so far this year, with Nico Hulkenberg 10th in the driver standings with 26 points, while Jolyon Palmer is down in 19th with zero points.
Eight resellers that sponsor sports teams
It might be costly, but sports sponsorship is undoubtedly an effective way to increase the brand awareness of a company. We've picked out eight resellers that see their logo carried by teams and individuals in a range of sports
Apogee - London Marathon
Managed print giant Apogee was the official print partner of this year's London marathon.
The deal saw Apogee provide "a fully managed fleet of print and document technology" and distribute the results to the world's media.
Apogee's group marketing director Gary Downey said after the race: "The Virgin Money London Marathon is an extraordinary event and Apogee is proud to have played a crucial role in ensuring its print requirements were met effectively.
"I'd like to thank the Apogee team who worked throughout the weekend and our print team for their assistance with putting together the official race results."
Eight resellers that sponsor sports teams
It might be costly, but sports sponsorship is undoubtedly an effective way to increase the brand awareness of a company. We've picked out eight resellers that see their logo carried by teams and individuals in a range of sports
Printerland - Sale Sharks
VAR Printerland reignited its relationship with Sale Sharks last year following a five-year break, sponsoring a stand at the Premiership Rugby side's AJ Bell stadium.
The deal was signed in October of the 2016/17 season, just as Sale's ownership changed hands, with the club going on to finish tenth.
Printerland managing director James Kight said at the time: "With the change in management they are going in the right direction and it was just the right time [to return]."
Eight resellers that sponsor sports teams
It might be costly, but sports sponsorship is undoubtedly an effective way to increase the brand awareness of a company. We've picked out eight resellers that see their logo carried by teams and individuals in a range of sports
UKFast - Laura Massaro
While also seeing its logo appear on the front of the Sales Sharks kit, UKFast and its squash enthusiast CEO Lawrence Jones (pictured, right) sponsor women's world number four squash player Laura Massaro (pictured, left).
Massaro says Jones has helped her build on the mental side of her game, and even credited him with bringing out the best squash she has ever played.
The partnership also sees UKFast host and maintain Massaro's website.
Reflecting back on when they started working together, Jones said: "A few years ago Laura told me she would never be able to overtake [then world number one] Nicol David.
"I told her I could show her how to be the best in the world. She had all the desire and all the physical attributes to be a champion but she just needed that something extra to get the mental side right."
Massaro's career highlights include winning the British Open in 2013 and becoming world champion in 2014 - while she rose to world number one in the rankings for the first time last year.
Eight resellers that sponsor sports teams
It might be costly, but sports sponsorship is undoubtedly an effective way to increase the brand awareness of a company. We've picked out eight resellers that see their logo carried by teams and individuals in a range of sports
Proact - Chesterfield FC
Storage specialist Proact has sponsored the home of League 2 side Chesterfield FC since 2012 when it acquired the firm that had previously held the naming rights.
B2net had sponsored the ground since it opened in 2010, but the name was changed when the Chesterfield-based firm was snapped up by Swedish firm Proact for £12m in April 2011.
The 13,000-seater stadium was officially renamed in August 2012.
Eight resellers that sponsor sports teams
It might be costly, but sports sponsorship is undoubtedly an effective way to increase the brand awareness of a company. We've picked out eight resellers that see their logo carried by teams and individuals in a range of sports
KCOM - Hull City FC
Comms and IT provider KCOM is responsible for the majority of the Hull area's phone network, so it makes sense that the firm is also a sponsor of Hull City FC - with the club's ground named the KCOM Stadium.
KCOM has sponsored the ground since it opened in 2002 (although it was named the KC Stadium until KCOM rebranded last year).
The KCOM stadium is now home to Championship football, after Hull City was relegated from the Premier League at the end of last season.
KCOM also sponsors the home of rugby league team Hull Kingston Rovers, with the stadium known as KCOM Craven Park since February. The ground also plays host to non-league football team HULL AFC.
Eight resellers that sponsor sports teams
It might be costly, but sports sponsorship is undoubtedly an effective way to increase the brand awareness of a company. We've picked out eight resellers that see their logo carried by teams and individuals in a range of sports
Dimension Data - Team Dimension Data for Qhubeka
Systems integrator Dimension Data has sponsored African pro cycling team team Qhubeka since the beginning of 2016 - the same year that Britain's Mark Cavendish joined the team.
Since the agreement was signed, the cycling team has been known as Team Dimension Data for Qhubeka.
Brett Dawson, CEO of South Africa-based Dimension Data, said at the time: "We're a global technology organisation, and because the team leverages technology - both on and off the bike - our joint goal is to take the team and African cycling to new heights," he said.
Alongside the sponsorship of the team, Dimension Data promised to improve the tech infrastructure of the cycling industry, particularly flagship event the Tour de France, and this year pioneered the use of artificial intelligence to track the race's riders and predict potential scenarios.
Eight resellers that sponsor sports teams
It might be costly, but sports sponsorship is undoubtedly an effective way to increase the brand awareness of a company. We've picked out eight resellers that see their logo carried by teams and individuals in a range of sports
CDW - PGA Tour
£600m VAR CDW sponsors golf's PGA tour, as well as three tour golfers.
The partnership started 10 years ago and in September last year was extended until 2021. The deal sees the CDW logo displayed around PGA events, with the reseller also supplying IT services to the event's organiser.
CDW CEO Thomas Richards said at the time of the renewal: "For almost a decade, CDW's relationship with the PGA Tour has benefitted both organisations and enabled the Tour to fully leverage CDW as a trusted technology advisor.
"From powering the ShotLink scoring system to improving back-office productivity with cloud-based Office 365, the extension of CDW and the PGA Tour's relationship will allow us to continue to collaborate successfully."
Aside from the tour itself, CDW also sponsors former US Women's Open Champion Paul Creamer, two-time PGA Tour winner Gary Woodland (pictured) and three-time Tour winner Camilo Villegas.