By Thomas Hobbs

The latest sponsorship deal is part of a wider strategy at the Japanese car maker to align its brand a lot closer with major sporting events.

Last season, it sponsored the Uefa Champions League for the first time while it also sponsors Manchester City, the Team GB Olympic and Paralympics team, and is set for top billing at the Rio 2016 Olympics.

Palmer says sport is the best possible sponsorship opportunity for Nissan to improve its brand perception.

“As a brand we’re committed to sport as its fans have unique passion points and are hugely engaged. That appeals to us and we want Read full story ›

Source: Marketing Week