Europe

Japanese electronics manufacturer Panasonic has reached a deal to become an official national partner of the Sochi 2014 Paralympic winter Games in the audio-visual equipment category.

The Porsche Motorsport arm of German automotive firm Porsche has marked its return to top-level motor racing by signing new partnerships with machine tool manufacturer DMG Mori and Swiss watch manufacturer Chopard.

Fashion company Prada has agreed a new deal to sponsor Luna Rossa Challenge for the Italian yachting team’s participation in the next edition of the America’s Cup.

Spanish Liga football club Atletico Madrid has extended its main sponsorship deal with the Republic of Azerbaijan through to June 2015.

Premiership Rugby, the governing body of the top division of English rugby union, has agreed a two-year sponsorship deal with breakdown provider Green Flag.

Financial services company Yorkshire Building Society is to become an official sponsor of the 2014 Grand Départ, an event that marks start of the Tour de France cycling competition.

Italian fashion house Giorgio Armani has agreed a deal with Euroleague Basketball to sponsor the European club competition’s 2014 Final Four end-of-season showpiece event.

The Belgian Football Association (URBSFA/KBVB) has agreed a two-and-a-half year partnership with Brussels Airlines.

Online bingo operator Foxy Bingo has agreed a two-year extension to its partnership with Super League, with the agreement now running until the end of the 2015 season of the top division of UK rugby league.

UK telecommunications company BT has renewed its title sponsorship of the Great CityGames Manchester, taking in the 2014 edition of the urban athletics event.

The UK’s biggest insurer Aviva is set to donate £46,730 (€57,000/$78,100) to its charity partner, Railway Children, following last weekend’s #Take5 Twitter campaign, which asked football and rugby union fans to tweet their support for the charity in exchange for a donation from Aviva.

Train operator ScotRail has agreed a partnership with the Glasgow 2014 Commonwealth Games to assist in the hosting of the multi-sport event.

Equestrian-focused investment group Meydan has reached an agreement to sponsor the 2014 World Equestrian Games in Normandy, France.

British banking group Barclays has signed a naming rights agreement for the European arm of the 52 Super Series sailing competition in 2014.

Boston-based global insurance company Liberty Mutual Group has a diversified and varied portfolio of sponsorship assets and partnerships in 26 different markets around the world. Its Irish division is using an innovative sponsorship around Gaelic sports to show its commitment in a new market.

UK-based property company the Cromer Group has reached a deal to sponsor the Irish St Leger horse race for the next three years.