Europe

Sports marketing agency IMG is the frontrunner to become the media and sponsorship rights sales agent for European club rugby union’s new continental competitions from the 2014-15 season onwards.

The value of the Uefa Champions League’s automotive partner position will increase by at least 33 per cent in the 2015-16 to 2017-18 cycle following its deal this month with carmaker Nissan.

Carmaker Škoda will enjoy greater global exposure under its new five-year deal with Amaury Sports Organisation (ASO) to continue as a top-tier Major Sponsor of the Vuelta a España cycle race until 2018.

Online betting company Unibet will be the Official Betting Partner of the Ultimate Fighting Championship mixed martial arts organisation under a two-year deal, from March 2014 to March 2016.

Industrial vehicle manufacturer Iveco has signed a one-year renewal worth around €500,000 ($690,000) to continue as the Official Trucks and Commercial Vehicles Supplier to motorcycling’s MotoGP for the…

International banking group HSBC has reached an agreement to become the official bank of the PGA Championship of golf’s European Tour.

Global banking brand Barclays has refocused the strategy for its title sponsorship of the English Premier League this season on brand engagement rather than media delivery, according to David Wheldon, Barclays head of brand, reputation and citizenship.

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

Manchester-based sportswear brand Umbro has agreed a four-year partnership to supply kit for English Premier League football team Hull City.

Solar energy provider Wirsol has agreed a two-year extension to its stadium naming rights deal with German Bundesliga football team TSG 1899 Hoffenheim.

Goods manufacturer Kalde has expanded its activity with Turkish sports club Besiktas by agreeing to sponsor the club’s football team and extend its support of its basketball team.

Global payment company MasterCard has signed on as the sixth and final worldwide partner of the 2015 Rugby World Cup, which takes place in England next year.

Pensions provider Friends Life has been unveiled as title sponsor for the inaugural edition of the UK’s Women’s Tour cycling series.

Diageo-owned beer brand Guinness has signed a one-year extension to its commercial partnership with the English Premiership club rugby union competition.

Badminton Europe has secured sporting goods company Intersport as the title partner for its forthcoming 2014 European Championships in Kazan, Russia.

Spanish telecommunications company Telefónica has increased its presence in the MotoGP motor cycling series after reaching a deal with commercial rights holder Dorna Sports for its Movistar brand to become the title sponsor of the Gran Premio de Aragón.