HomeClipsGlobal

Sponsorship deals from February 22 to March 16

American football: Oil and lubricants giant Castrol signed a multi-year extension to its partnership with the NFL.

Archery: World Archery extended supplier deals with bow manufacturer Hoyt and arrow manufacturer Easton until 2021.

Athletics: The Skechers Performance division of US footwear brand Skechers agreed a multi-year deal to continue as title sponsor of the Los Angeles Marathon.

Aussie rules: PepsiCo-owned isotonic drinks brand Gatorade extended its partnership with the Australian Football League (AFL) by three years, from 2017 to 2019.

Aussie rules: Tourism Australia agreed to sponsor the AFL’s upcoming game in China.

Aussie rules: AFL football team Richmond signed a kit sponsorship deal with audio-visual and entertainment brand Bang & Olufsen for 2017 and 2018.

Aussie rules: AFL team Collingwood extended its partnership with insurance company CGU by five years, to 2022.

Badminton: Japanese sports equipment manufacturer Yonex entered a partnership with the Badminton World Federation until 2021.

Baseball: The World Baseball Classic announced a host of sponsorship deals ahead of the 2017 edition of the national team tournament. Video game developer GungHo, Swiss watchmaker Hublot, Japanese logistics provider Nippon Express and financial services company Nomura Securities signed up as top-tier global sponsors, while Rawlings Sporting Goods was named the event’s official baseball, batting helmet and catcher’s gear.

Baseball: North America’s Major League Baseball (MLB) entered a partnership with HBO that will centre on the promotion of the US pay-television broadcaster’s hit series, Game of Thrones.

Baseball: Commerce technology company First Data expanded its partnership with the New York Mets to take on naming rights to the MLB franchise’s spring training base in a 10-year deal. The Mets also extended its partnership with office products retailer W.B. Mason until 2021.

Baseball: MLB team the New York Yankees entered a multi-year partnership with real estate firm Halstead Property.

Baseball: Mexican beer brand Modelo Especial entered a multi-year partnership with MLB team the Chicago White Sox.

Basketball: The International Basketball Federation signed an 11-year partnership, from 2017 to 2027, with US sportswear giant Nike.

Basketball: German sportswear company Adidas extended its partnership with Euroleague Basketball.

Basketball: The Detroit Pistons National Basketball Association (NBA) team agreed a deal with local health care organisation Henry Ford Health System to jointly develop a new training, rehabilitation and sports medicine complex.

Basketball: Philippines-based Tanduay Rum secured a partnership with the Brooklyn Nets and the NBA team’s Barclays Center home arena.

Basketball: Methodist Healthcare System entered a partnership with Spurs Sports & Entertainment, through which it will sponsor the San Antonio Spurs NBA franchise.

Boxing: UK promoter Matchroom agreed a multi-year partnership with sports fashion retailer JD.

Cricket: The Indian division of Chinese smartphone manufacturer Oppo was named as the new main sponsor of India’s national cricket team, in a five-year deal to 2022.

Cricket: Financial services group Republic Bank extended to a sponsorship deal with Twenty20 competition the Caribbean Premier League by three years, to 2020.

Cricket: English County Championship team Middlesex signed a kit partnership with US sportswear giant Nike.

Curling: Swiss tourism bodies Titlis Cableways and Lucerne Tourism signed on as main sponsors of the 2017 World Women’s Curling Championship and the 2018 World Men’s Curling Championship.

Cycling: Swiss watch manufacturer Tag Heuer agreed a long-term deal to sponsor the Giro d’Italia and a host of other Italian races.

Cycling: Swiss cycling apparel brand Assos entered a partnership with the Tour of California UCI WorldTour race.

Cycling: Czech automotive manufacturer Skoda extended its partnership with the Tour of Britain.

Cycling: GPS technology company Garmin agreed to sponsor five UCI WorldTour teams for the 2017 season. Garmin also extended with the Cannondale-Drapac Pro Cycling Team the Movistar Team, and also entered into partnerships with the Astana Pro Team, FDJ Pro Team and Team Dimension Data for Qhubeka. Garmin will also continue to back mountain biking team: Trek Factory Racing, CLIF Pro Team, CUBE Action Team and Scott-SRAM.

Darts: Online betting company Bwin was unveiled as title sponsor of the Grand Slam of Darts on a two-year deal, from 2017 to 2018.

Esports: The US capital of Washington D.C. reached an agreement to sponsor the NRG Esports team.

Football: The Asian Football Confederation entered a multi-year partnership with German financial services company Allianz.

Football: Drinks company Constellation Brands entered a partnership with the Confederation of North, Central America and Caribbean Association Football (Concacaf), until 2020.

Football: Food processing company Post Consumer Brands agreed a deal with Concacaf to sponsor the Gold Cup national team tournament.

Football: The Brazilian Football Confederation extended its partnership with the Gol Linhas Aéreas airline for four years, to 2020.

Football: The Football Association of Ireland entered a multi-year partnership with snack foods producer Fulfil.

Football: Kaisa Culture Group, Audi, Neo Online, Der Floor, Emirates and Wuciyuan Herbal Products signed on as sponsors of the Chinese leg of this year’s International Champions Cup.

Football: English Premier League (EPL) club Manchester United entered a global partnership with Malaysian-based e-commerce specialist Aladdin Group.

Football: EPL club Liverpool entered a three-and-a-half partnership, to the 2019-20 season, with Halewood Wines and Spirits.

Football: EPL club Everton entered into a first-of-its-kind partnership with the organisers of golf’s Open Championship.

Football: EPL club West Bromwich Albion partnered with foreign exchange trading company IGOFX to the end of the 2017-18 season.

Football: Financial services group Danske Bank agreed to continue as title sponsor of the Northern Ireland Football League’s Premiership and Women’s Premiership.

Football: LaLiga, which operates the top two divisions in Spain, entered a three-year partnership, to 2020, with Ballr, an engagement technology company that specialises in fantasy sports. LaLiga also extended a deal with beer brand Mahou Cinco Estrellas by three seasons, to 2019-20.

Football: LaLiga club Barcelona signed an initial 10-year partnership with Hong Kong-headquartered hospitality, sports and leisure company Mission Hills Group, and also secured a three-year regional sponsorship agreement with dairy products manufacturer Land’Or, as well as a deal with Nigerian beer brand Star.

Football: LaLiga club Real Madrid entered into a partnership with financial services company CaixaBank to the end of the 2019-20 season.

Football: Online betting company Bwin agreed deals with LaLiga clubs Valencia, Sevilla, Atlético Madrid and Villarreal. Each agreement covers the 2016-17 and 2017-18 seasons.

Football: Spanish insurance broker Reale Seguros signed a partnership with LaLiga club Valencia for two seasons, from 2017-18 to 2018-19.

Football: German Bundesliga club Werder Bremen announced UK sportswear manufacturer Umbro as its new kit supplier from the 2018-19 season to 2022-23.

Football: Italian Serie A club Juventus entered a partnership with Ballr, an engagement technology company that specialises in fantasy sports.

Football: Serie A club Atalanta extended its partnership with private security firm Italpol.

Football: French Ligue 1 club Girondins de Bordeaux signed a three-season partnership, from 2016-17 to 2018-19, with national energy firm Sweetcom Group.

Football: Ligue 1 club OGC Nice extended its partnership with national banking group Crédit Agricole until 2019.

Football: Insurance company Uniqa agreed to become the new title sponsor of the ÖFB Cup Austrian club competition in a five-year deal to the 2021-22 season.

Football: Migros Aare entered a three-season partnership, from 2017-18 to 2019-20 with Swiss Super League club Young Boys Bern.

Football: Tyre manufacturer Continental signed multi-year extensions to its partnerships with North America’s Major League Soccer (MLS) and the US Soccer national governing body. The MLS also agreed sponsorship deals with Kellogg’s-owned snack brands Pringles and Cheez-It, as well as Abu Dhabi-based airline Etihad Airways.

Football: MLS franchise Columbus Crew agreed a record shirt sponsorship deal with Acura, the luxury vehicle marque of Japanese automotive manufacturer Honda, for the 2017, 2018 and 2019 seasons.

Football: The South American Football Confederation appointed the IMG agency to market the sponsorship rights to its Copa Libertadores in 2017 and 2018. Dutch brewery Amstel agreed to sponsor the knockout club competition for four years, from 2017 to 2020, while Gatorade extended its sponsorship for 2017.

Football: Campeonato Brasileiro Serie A club Flamengo renewed its sponsorship deal with government-owned banking group Caixa for the 2017 season.

Football: Campeonato Brasileiro Serie A club Chapecoense announced food distribution company Aurora as its new main sponsor for the 2017 season.

Football: Campeonato Brasileiro Serie A club Atlético Mineiro extended its shirt sponsorship deal with government-owned banking group Caixa for the 2017 season.

Football: Chinese Super League club Tianjin Teda signed China Elion Resources Group as its new main sponsor.

Football: Korean automotive company Hyundai agreed to become a co-title sponsor of the S.League, the top tier of in Singapore, for 2017 and 2018.

Football: Used car trading company Kaixin signed on as the new main sponsor of Chinese Super League club Hongyun FC for the 2017 season.

Golf: Mastercard extended its partnership with the PGA Tour until 2022, while the global payment services company also agreed a deal to continue sponsoring the Arnold Palmer Invitational event.

Golf: The Ladies Professional Golf Association launched a new travel service after agreeing a sponsorship deal with HotelPlanner and has renewed its partnership with Korean automotive manufacturer Kia.

Gymnastics: Isotonic sports drinks producer iPro Sport was announced as title sponsor of the upcoming World Cup of Gymnastics.

Handball: Szerencsejáték Zrt., Hungary’s national lottery, agreed a deal for its sports betting game, Tippmix, to title sponsor this year’s edition of the European Handball Federation’s Women’s Final4 event.

Handball: Tippmix, a product of Hungary’s national lottery, signed up as the title sponsor of this year’s Women’s European Handball Federation Final4 event.

Handball: German Handball Bundesliga team Rhein-Neckar Löwen renewed a shirt sponsorship deal with financial services company PSD Bank Karlsruhe-Neustadt for four season, to 2020-21.

Handball: Handball Bundesliga club THW Kiel entered a partnership with sports betting company Bet90.

Ice hockey: Paint supplier PPG entered a partnership with North America’ NHL.

Ice hockey: Newly-formed NHL franchise the Vegas Golden Knights signed up Japanese automotive manufacturer Toyota as its first major sponsor.

Ice hockey: German lubricants manufacturer Liqui Moly signed a deal with NHL franchise the Los Angeles Kings until the 2019-20 season.

Motor racing: Russian financial services group VTB signed as title sponsor of the country’s round of the Formula One championship.

Motor racing: Formula One team Williams entered into partnerships with construction equipment manufacturer JCB and Canadian aerospace and transportation company Bombardier for the 2017 season.

Motor racing: Formula One team Force India agreed sponsorship deals with online trading platform FXTM and London-based fashion label Farah for the 2017 season. The team also agreed new deals with digital agency Orange Bus and water technology specialist BWT, and extended a partnership with Hype Energy.

Motor racing: Allianz entered a partnership with the Formula E electric car-racing series.

Motor racing: Australian series the Supercars Championship agreed sponsorship deals with oil and energy giant Shell and German automotive company Porsche for the 2017, 2018 and 2019 season.

Multi-sport: The Gleneagles hotel in Scotland agreed to sponsor the first edition of the European Championships, which will be staged in Glasgow and Berlin next year.

Multi-sport: Malaysia Airports agreed to sponsor this year’s Southeast Asian Games.

Netball: Netball Australia agreed a three-year sponsorship deal, until 2020, with Aussie Apples.

Olympics: Health club chain 24 Hour Fitness extended its partnership with the United States Olympic Committee until 2020.

Olympics: The Netherlands Olympic Committee*Netherlands Sports Federation entered an apparel partnership with South Korean sportswear brand Fila until 2022.

Rowing: Japanese sportswear and equipment company Mizuno entered a partnership with the British Rowing national governing body for four years, to December 2020.

Rugby league: Australian sporting goods manufacturer Steeden was unveiled as the official match ball of the 2017 Rugby League World Cup. New Zealand-based alcoholic beverages group Independent Liquor also agreed a deal to sponsor the tournament.

Rugby league: Australian NRL team the Cronulla Sharks announced solar energy company Opal Solar as its new naming-rights partner on a two-season deal, from 2017 to 2018.

Rugby league: NRL team the Gold Coast Titans extended its partnership with bookmaker Ladbrokes for the 2017 and 2018 seasons.

Rugby union: Dutch brewing company Heineken strengthened its partnership with World Rugby after agreeing a deal to sponsor the 2019 World Cup.

Rugby union: The Ligue Nationale de Rugby, which operates the Top 14 club competition in France, extended its partnership with sports equipment manufacturer Gilbert by three years, to 2019-20.

Rugby union: Whisky brand Whyte & Mackay agreed to sponsor the British & Irish Lions.

Rugby union: The Altrad Group, which sells and hires out equipment for the building and construction industry, agreed to become the first jersey sponsor of the French national team.

Rugby union: SA Rugby partnered with SuperSport, the pay-television broadcaster that operates in sub-Saharan Africa.

Rugby union: Banking group HSBC signed a partnership with Rugby Canada until 2020.

Rugby union: Australian Super Rugby franchise the Brumbies renewed its shirt sponsorship deal with the University of Canberra for the 2017 season.

Rugby union: Global logistics company DHL extended its partnership with South African team Western Province, through which it will continue to title sponsor the Stormers Super Rugby.

Table tennis: Chinese shipping company Seamaster enhanced its commitment to the International Table Tennis Federation by agreeing to back its new discipline, Table Tennis X.

Tennis: Unilever-owned deodorant and antiperspirant brand RexonaMen struck a deal with the French Tennis Federation to continue sponsoring the French Open in 2017 and 2018.

US college sports: Hotel company Marriott International signed a multi-year corporate partnership with the National Collegiate Athletic Association (NCAA). Confectionery group Hershey also extended a deal with the NCAA by five years, to 2021.

US college sports: The San Diego County Credit Union was confirmed as title sponsor of the Holiday Bowl.

US college sports: Financial services firm Citizens Bank secured a deal to become presenting partner of this year’s inaugural Ivy League Men’s and Women’s Basketball Tournaments.

Venues: Telecommunications company O2 reached an agreement with venue owner and operator AEG to retain naming rights to The O2 in London for a further 10 years, to 2027.

Venues: Financial services company First National Bank extended an agreement that grants it naming rights to the FNB Stadium in Johannesburg, South Africa, for five years, from 2017 to 2022.

Weightlifting: The International Weightlifting Federation renewed partnerships with its equipment suppliers DHS, Eleiko, Uesaka, Werksan and ZKC until 2020.

Winter sports: Toyota agreed partnerships with US Figure Skating and US Speedskating, and extending an existing agreement with USA Hockey.

The next issue of Sports Sponsorship Insider will be published on April 21.

You need to have a subscription to access this content

If you would like more information on our Sponsorship product please contact our sales team

Already have an account? Sign in here

Most recent

Six Nations Rugby has secured an uplift in its ‘insights’ category with its most recent sponsorship agreement with software and accounting firm Sage after enhancing the package of available rights. Matthew Williams reports.

Kia Australia, the local subsidiary of the Korean car maker, added another significant property to its Australian sports sponsorship portfolio when it signed a three-year sponsorship agreement with the National Rugby League (NRL) in December running from 2023 to 2025.

The longer a new stadium goes without a naming sponsor, the harder it is to find one prepared to pay a high fee. Frank Dunne asks why teams from the most watched football league in the world so often struggle to land venue sponsors.

AC Milan says the renewal of its front-of-shirt deal with long-standing sponsor Emirates on significantly improved terms is a reward for winning Italy’s Serie A last season and the club's return to the Uefa Champions League.