Europe
Nissan steps into Ford’s shoes as Champions League partner
Japanese automotive firm Nissan has signed a four-year global partnership with the Uefa Champions League club football competition.
ECB starts new season with Specsavers appointment
Specsavers has become the official optometry and hearing partner of the England and Wales Cricket Board and the principal partner of the Association of Cricket Officials under a three-year deal.
ESA launches new ambush marketing paper
The European Sponsorship Association launched a new policy document on ambush marketing at its annual Sponsorship Summit held in London on April 3.
PSG dials up Huawei connection
Chinese telecommunications company Huawei has broadened its portfolio of European football club partners by agreeing a deal with French Ligue 1 club Paris Saint-Germain.
Lynx pounces on Women’s British Open deal
Golf equipment manufacturer Lynx has signed a deal to sponsor the Women's British Open for the next three years.
Nike adds Finnish FA to football roster
US sportswear firm Nike has added to its portfolio of national team football partners by agreeing a new deal with the Football Association of Finland (SPL).
Guinness drinks to Grand National partnership
Alcoholic drinks company Diageo has reached a deal for its Guinness brand to become an official partner of Aintree Racecourse for the 2014 Grand National horse racing showpiece.
Profine views Mainz partnership as good option
Windows manufacturer Profine has sealed a one-year sponsorship agreement with German Bundesliga football team Mainz 05.
Bike Nation to sponsor Isle of Man TT event
Online motorcycling store Bike Nation has agreed to become the new title sponsor of the 2014 Lightweight TT Race, a road race that is part of the annual Isle of Man TT Races festival.
ESA Sponsorship Summit to debate key issues
This Thursday’s ESA Sponsorship Summit in London will see 150 professionals gathering to discuss and debate the critical issues affecting the industry.
Umbro nets four-year term with Ligue 1’s Nantes
UK sportswear manufacturer Umbro has sealed a four-year kit deal with French Ligue 1 football club Nantes.
Manchester United satisfies its sweet tooth with EuroFood deal
English Premier League football club Manchester United has announced a three-and-a-half year agreement to make Thai company EuroFood its official confectionary partner in Cambodia, Laos, Myanmar, Thailand and Vietnam.
Palmer and Harvey delivers for Sussex
English county cricket team Sussex has announced a kit sponsorship deal with UK food wholesaler Palmer and Harvey ahead of the 2014 domestic season.
Mitsubishi tees off PGA Championship partnership
Mitsubishi Electric, the home electronics arm of Japan’s Mitsubishi Group, has become an official partner of the European Tour’s PGA Championship golf tournament at Wentworth.
Chester Race Company signs innovative partnership with Betfair
Online gambling company Betfair has agreed a two-year deal with the Chester Race Company to become the official Wi-Fi and digital gaming partner of Chester Racecourse.
Sony PlayStation: The Champions League and other sponsorship opportunities
The Sony PlayStation gaming console brand has a limited sponsorship budget in Europe because of its Uefa Champions League commitment, but is open to additional regional or national sponsorship deals – even outside of its core areas of football and motorsports.
Dare 2b along for the ride with Tour of Britain
Outdoor clothing brand Dare 2b has reached a three-year deal to become the official clothing partner and jersey supplier to the Tour of Britain cycling race.
Stuttgart extends with Mercedes-Benz Bank
German Bundesliga top-tier football club VfB Stuttgart has extended a sponsorship deal with the Mercedes-Benz Bank.