Europe
European handball champions bed down with new partner
Mattress and furniture retail chain Dänisches Bettenlager has agreed a three-year deal to become the new main sponsor of German Handball Bundesliga team SG Flensburg-Handewitt.
Western Union: Europa League provides testing ground for far-reaching brand
The global appeal of football is central to payment services company Western Union’s deal with the Uefa Europa League but the brand is considering refining its portfolio to reach more consumers in North America and Asia, Marc Audrit, vice president, global brand for Western Union told Sports Sponsorship Insider.
Aalborg banks on Spar Nord renewal
Danish Superliga football club Aalborg has agreed a five-year sponsorship extension with banking group and main commercial partner Spar Nord.
Barcelona signs first Chinese partner
Electronic and technological goods retail chain Suning Company has become the first Chinese partner of Spanish Liga football club Barcelona.
Baku 2015 marks one-year countdown with Tissot deal
Baku 2015, the organising committee for the inaugural European Games, has signed Swiss watchmaker Tissot as the latest commercial partner for the multi-sport event.
FFF connects with Archos
French consumer electronics company Archos has agreed a four-year partnership with the French Football Federation.
Adidas strikes deal with Harlequins
English Premiership rugby union club Harlequins has agreed a three-year kit partnership, from 2014-15 to 2016-17, with German sportswear company Adidas.
Iveco enhances MotoGP presence with TT Assen deal
Italian industrial vehicle manufacturer Iveco has agreed a title sponsorship deal for the 2014 TT Assen MotoGP motorcycling race, with the contract designed to promote its new Daily model.
Infront agrees partnership with Bundesliga newcomer
The Infront Sports & Media agency has struck a long-term deal to become the exclusive marketing partner of FC Köln after the football club gained promotion back to the German Bundesliga top division.
CAA Sports to market rights for Roma’s new stadium
The CAA Sports agency has been appointed by AS Roma to help the Italian Serie A football club market sponsorship rights to its new stadium.
BOA signs up first ever fitness partner for Rio 2016
Health club group Fitness First has struck a deal to become the first ever fitness partner of the British Olympic Association.
Ligue 1’s Lorient teams up with Adidas
French Ligue 1 football club Lorient has signed a three-year partnership with German sportswear manufacturer Adidas.
La Liga’s Granada scores Joma tie-up
Spanish Liga football club Granada has signed a partnership deal with sportswear company Joma.
DHL steps up to become Harlequins’ main partner
English Premiership rugby union club Harlequins has announced a five-year deal, from 2014-15 to 2018-19, under which logistics company DHL will become its new main sponsor.
FFF bets on PMU extension
French state-controlled betting and gaming operator PMU has agreed a four-year extension to its partnership with the French Football Federation.
McCain chips in with Tour de France sponsorship
Frozen foods producer McCain Foods has agreed a deal to become a sponsor of the 2014 Tour de France cycling race.
Allianz to sponsor new Rapid stadium
German financial services company Allianz has expanded its sports venue naming rights portfolio by signing up as the sponsor of Austrian football club Rapid Vienna’s new stadium.
United links up with pharmaceutical company in Asia
English Premier League football club Manchester United has sealed a multi-year sponsorship deal with Korean pharmaceutical company Cho-A Pharm.