LaLiga strikes first regional deal in Central America with Gatorade
PepsiCo-owned sports drink brand Gatorade will pay a fee in the low hundred thousands of euros to sponsor LaLiga in four Central American countries, according to industry sources
Golf leaves past behind to embrace smartphone connectivity – Cole
European golf is embracing the mobile phone as a “critical” fan engagement and context-based marketing tool, according to Michael Cole, chief technology officer of the European Tour & Ryder Cup Europe.
SportBusiness Sponsorship 7:6
Inside this issue:
FOOTBALL – Brazilian club football sponsorship in freefall after Caixa exit
FOOTBALL – Ma’s influence key to Alipay’s Uefa national team strategy
FOOTBAL
Ma’s influence key to Alipay’s Uefa national team strategy
Alibaba chief executive Jack Ma and Uefa president Aleksander Čeferin were the main movers behind the eight-year deal between Uefa and electronic payments brand Alipay, SportBusiness Sponsorship has learned.
IHG made ‘aggressive’ move to win US Open hotel category rights
The InterContinental Hotels Group (IHG) acquired Official Sponsor rights to the US Open tennis championship in a five-year deal with the United States Tennis Association.
FedEx clinches final Global Partner slot on road to Euros
US logistics brand FedEx signed a four-year multi-tournament sponsorship deal with European football’s governing body Uefa to enhance its visibility in European markets.
SportBusiness Sponsorship 7:5
Inside this issue:
FOOTBALL – Barclays pays up to seize Women’s Super League opportunity
FOOTBALL – AXA upgrades to Liverpool training kit partner
TENNI
Oppo, Infosys add cash and new energy to Roland-Garros roster
The French Tennis Federation (FFT) has struck two deals for the Roland-Garros grand slam tournament.
Santander’s LaLiga extension aligns title deal with Champions League cycle
Spanish bank Santander has extended its LaLiga title sponsorship by one season – 2020-21 – at a similar fee, SportBusiness Sponsorship has learned. The deal was signed in March.
Barclays pays up to seize Women’s Super League opportunity
The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.
SportBusiness Sponsorship 7:4
Inside this issue:
MOTORSPORT – McLaren Racing adapts to corporate aims of BAT, Coca-Cola
MOTORSPORT – SportPesa gets first-year discount in Racing Point F1 title deal
FOO
MGM makes fourth major US sports league play with MLS deal
MGM Resorts International has wrapped up its fourth US major league deal with a four-year partnership with Major League Soccer.
The deal is understood to be worth between $2m (€1.8