SportBusiness Staff

Porsche-owned consultancy firm MHP has renewed its title deal with German Basketball Bundesliga (BBL) club Riesen Ludwigsburg as teams continue to rely on local companies for their top deals.

Korean tyre maker Hankook has extended its Official Partner deal with the German Touring Car series (DTM) for three years, from 2017 to 2019, and will remain the highest-paying sponsor on the DTM’s central roster.

German brand Allianz’s strategy for signing long-term, high-visibility deals, often for stadium naming rights, makes it the highest spender of the major insurance brands involved in sports sponsorship.

A round-up of the key sponsorship deals signed around the world

Telecommunications giant Orange is using its partnership with Uefa Euro 2016 to focus on fan engagement and showcasing its technology services on a global sports platform.

Deals with dairy brand Emmi and energy company BKW Energie leaves one second-tier spot to sell for the 2017 FIS Alpine Ski World Championships with just under a year to go, a major improvement on the 2015 edition.

Beer brand Foster's has decided that English cricket will be the focal point of its revived sports strategy, 11 years on from its last cricket deal in the country.

Pizza restaurant chain Papa John’s now has central deals with two of the four major US leagues after replacing rivals Domino’s in Major League Baseball. The brand also has a multi-year deal in place with the National Football League under an agreement that was renewed in 2013.

Netherlands-based insurance company NN Group has added a second-tier National Sponsor deal with the 2016 European Athletics Championships in Amsterdam to its growing, running-focused portfolio, while the Championships’ organisers admit national sales have proved “challenging”.

Germany's football association (DFB) last month hit its 30-per-cent-increase goal on two deals for the DFB-Pokal, the premier domestic cup competition.