Europe
Uefa reaches new high for European Qualifiers revenue
Deals with sportswear company adidas and tyre maker Continental in February are understood to have taken Uefa to a new high in sponsorship revenue for the inaugural commercial cycle of its newly rebranded European Qualifiers, from 2014-15 to 2017-18.
Royal London on board with British Superbike Championship
Watchmaker Royal London has reached a commercial partnership with the British Superbike Championship motorcycling series.
Martini Racing’s return marks shift in Bacardi strategy
The Bacardi drinks group is switching the emphasis of its marketing strategy from above-the-line advertising to sponsorship and experiential-based marketing in a move led by the return of Martini Racing to Formula One motorsport as title sponsor of the Williams F1 team.
ECB raises a glass to Hardys deal
Wine maker Hardys has reached a three-year deal with the England and Wales Cricket Board to become the official wine of England Cricket.
Hublot to continue to watch over Fifa
Hublot has extended its partnership with Fifa, world football’s governing body, until 2022, according to the Swiss watchmaker’s president Jean-Claude Biver.
Bundesliga’s Mainz extends partnership with betting provider
German Bundesliga football club FSV Mainz 05 has signed a three-year extension to its long-term partnership with state sports betting provider Lotto Rheinland-Pfalz.
Freiburg extends with beer partner
German Bundesliga top-division football club Freiberg has extended its partnership with regional brewery Rothaus.
Man stays on course with Bayern Munich
Commercial vehicle manufacturer Man has extended its partnership with German Bundesliga football club Bayern Munich through 2016.
Make mine a Martini
This month’s issue of Sports Sponsorship Insider leads with a motorsports story of wider general interest – the return of Martini Racing to Formula One as title sponsor of the Williams F1 team.
Levski Sofia nets Joma kit deal
Bulgarian football club Levski Sofia has agreed a two-year kit deal with sportswear brand Joma.
Adidas links up with Bosnian FA ahead of World Cup
Sportswear giant Adidas has entered into a long-term kit partnership with the Football Federation of Bosnia and Herzegovina ahead of the national team’s appearance at the 2014 Fifa World Cup.
JCB digs in for extended Triumph Hurdle partnership
Construction and agricultural machinery manufacturer JCB has announced a six-year extension to its naming sponsorship of showpiece horse race the Triumph Hurdle at Cheltenham Racecourse.
County cricket’s Derbyshire strikes stadium naming rights deal
UK apprenticeships provider 3aaa has agreed a three-year stadium naming rights partnership with Derbyshire County Cricket Club.
Everton toasts renewed Chang deal
English Premier League football club Everton has signed a three-year extension to its shirt sponsorship deal with Thai beer brand Chang.
ATP powers home Enel extension
Italian power company Enel has announced a three-year renewal to its partnership with the Association of Tennis Professionals, the governing body of men’s professional tennis.
Warrior increases Premier League presence with Stoke deal
English Premier League football club Stoke City has announced a deal with Warrior to make the US sportswear brand its new official kit supplier.
Dafabet cues up World Snooker Championship naming deal
Online betting and gaming company Dafabet has agreed to become the title sponsor of snooker’s 2014 World Championship.
Liberty Insurance showcases its hurling and camogie sponsorship at the ESA Excellence Awards
Liberty Mutual Insurance won the Business to Consumer Award at the ESA Excellence Awards in January for its sponsorship of Gaelic sports, hurling and camogie.