Europe
Buxton Water: London Marathon highlights brand repositioning
Buxton Water is using sponsorship to increase awareness around its brand repositioning as a high quality mineral water, Alberto Kechler, Senior brand manager at Buxton and Nestlé Pure Life told Sports Sponsorship Insider.
Lyoness Open teams up again with green partner
Environmental organisation the Greenfinity Foundation has been recruited as a presenting sponsor of the Lyoness Open tournament on golf’s European Tour.
Ulster Rugby takes on first stadium rights partner
Belfast-based Pro12 club Ulster Rugby has announced that its Ravenhill Stadium will be renamed the Kingspan Stadium under a 10-year naming rights deal with the Kingspan Group – an existing commercial partner of the province.
TLC188.com bets on Sunderland extension
English Premier League football club Sunderland has signed an extension to its partnership with Asian online gaming operator TLC188.com.
Puma races ahead with Great Run Series
German sportswear company Puma has entered into a partnership with mass participation event organiser Nova International to sponsor its UK long-distance running property the Great Run Series.
Estrella Damm becomes Mediterranean Games sponsor
Catalan beer brand Estrella Damm has penned a deal to become the first sponsor of the 2017 Mediterranean Games.
Microsoft Devices links up with Finnish basketball
Microsoft Devices, the new name for mobile phone manufacturer Nokia, has secured a deal with the Finnish Basketball Association.
EDF fuels long-term FFF deal
French energy company EDF has agreed a long-term sponsorship deal with Fédération Française de Football (FFF), the sport’s governing body in the country.
Vitesse Arnhem extends Abramovich ties with Truphone deal
Global mobile network Truphone has agreed a three-year deal to become the main sponsor of Dutch Eredivisie football team Vitesse Arnhem through the 2016-17 season.
Caisse d’Epargne secures French basketball, handball agreements
Banking group Caisse d’Epargne has signed up as a sponsor of the FFBB and the FFHB, the national governing bodies of basketball and handball in France, respectively.
Triangle signs on for another season with Monaco
French Ligue 1 football club Monaco has signed a one-year extension to its commercial partnership with recruitment agency Triangle Interim.
Volleyball sponsorship a Smart choice for Daimler brand
Daimler-owned automotive manufacturer Smart has agreed partnerships with the Association of Volleyball Professionals US beach volleyball tour and the European Volleyball Federation (CEV) continental governing body.
Sunderland eyes global growth through Bidvest extension
International investment holding company Bidvest and its UK food service subsidiary BFS Group have agreed a one-year extension to their principal partnership with English Premier League football team Sunderland.
QPR takes flight with AirAsia extension
Malaysian low-cost airline AirAsia has agreed a one-year extension to its shirt sponsorship deal with English football team Queens Park Rangers after the club gained promotion back to the English Premier League.
AOK seals shirt sponsor deal with DHB
Health insurance provider AOK has agreed a three-and-a-half year partnership with the German Handball Federation (DHB) under which it becomes the main shirt sponsor of its men’s national team.
Ajax bolsters Chinese partner portfolio
Dutch Eredivisie football club Ajax has enhanced its commercial ties with the Chinese market after agreeing a three-year partnership with lighting company Sengled.
Arnold Clark drives forward with Glasgow 2014 deal
Scottish car dealership Arnold Clark has become an official sponsor of the Glasgow 2014 Commonwealth Games.
Aberdeen breaks new ground with Saltire Energy deal
Drilling equipment supplier Saltire Energy has agreed a three-year partnership with Aberdeen that makes it the Scottish Premiership football team’s shirt sponsor.