Europe

Branding space on the FC Barcelona team jersey has reached a new financial high following white goods manufacturer Beko’s deal in June.

ING-DiBa, the German subsidiary of Dutch financial services giant ING, has extended its status as the main sponsor of the German Basketball Federation (DBB), along with its endorsement deal with German basketball superstar Dirk Nowitzki.

Italian Serie A football clubs have been afforded a new sponsorship opportunity after Lega Serie A, the governing body of the top division, approved the introduction of a fourth branding place on shirts.

French Ligue 1 football club Evian has entered into a new partnership with international cruise holiday company MSC Cruises.

Industry experts have labelled sponsorship sales for the 2014 Commonwealth Games in Glasgow a success after the event closed on a number of supplier deals this month to complete its programme and reach record Commonwealth revenues.

The IOC does not expect every upcoming TOP Partner deal to hit its new price point, but the latest deals with consumer electronics brand Panasonic and tyre and rubber company Bridgestone had given it confidence, the organisation told Sports Sponsorship Insider this month.

Swiss insurance company Vaudoise Insurance this month renewed its Presenting Sponsorship of cycling’s Tour de Suisse in a three-year deal, from 2015 to 2017.

The creation of a new European club rugby tournament and an increase in competition for qualification to the tournament from Pro12 clubs were driving factors behind an increase in the value of title sponsorship rights for rugby union’s Pro12 league.

Spanish Liga football club RCD Espanyol dropped its asking price for the naming rights to its stadium before signing a seven-year deal, from 2014-15 to 2020-21, with gaming technology company Power8 this month.

Shirt sponsorship deals by English Premier League clubs Hull City and Burnley with gaming sector brands 32Red and Fun88, respectively, appear to have dampened concerns that the sector would stay clear of football shirt sponsorships this summer because of UK gaming legislation coming into effect later this year.

Carmaker Mercedes-Benz, watchmaker Rolex and IT company IBM are the most prolific sponsors among the brands that sponsor golf’s four major tournaments. Each has a deal with more than one Major. The 21 main sponsorship positions across the four tournaments are taken up by 16 different brands.

Glasgow 2014 has signed up beverage brand Gatorade as a sponsor of the Commonwealth Games ahead of the start of the multi-sport event in the Scottish city this week.

German Bundesliga football club Hamburg SV has extended its contract with kit partner Adidas through April 2024, according to German news agency DPA.

Scandinavian telecommunications company TeliaSonera has secured a seven-year stadium naming rights deal with Danish Superliga football club FC Copenhagen.

Online gaming company Interwetten has agreed to become a sponsor of the Lotus Formula One motor racing team for the German and Hungarian Grands Prix.

Telecommunications company KPN has signed up as an official partner of the Eredivisie, the top division of football in the Netherlands.