Europe
Sunderland lands South African Airways partnership
English Premier League football club Sunderland has furthered its commercial ties to the African continent by announcing a new partnership with South African Airways.
ATP signs double deal for World Tour Finals
The Association of Tennis Professionals (ATP) has announced sponsorship deals with Gillette and Segafredo Zanetti ahead of this year’s ATP World Tour Finals.
Inter Milan drives on with Volvo
Volvo has agreed a deal to extend its partnership with Italian Serie A football club Inter Milan.
Irn-Bru retains Scottish football presence with SPFL deal
The Scottish Professional Football League has reached an agreement with Irn-Bru to make the drinks brand its official soft drink.
Nordea banks on Scandinavian Masters
Nordic-based financial services group Nordea has extended its title sponsorship of the Scandinavian Masters European Tour golf tournament for the next three years.
Manchester City bets on Paddy Power partnership
English Premier League football club Manchester City has renewed a partnership with Irish bookmaker Paddy Power.
Ridgeway stays on board with London Irish
English Premiership rugby union team London Irish has extended its partnership with automotive retailer the Ridgeway Group for the 2013-14 season.
Paddy Power expands jump racing presence at Cheltenham
Bookmaker Paddy Power has renewed its association with Cheltenham Racecourse by becoming the naming sponsor of the second day of the Open Meeting at the English horse racing venue.
Gaming brands back GB Taekwondo
Britain’s national governing body for taekwondo, GB Taekwondo, has announced a sponsorship deal with gaming brands Beacon Bingo and Cashino.
Oknoplast expands European football presence with Olympique Lyonnais deal
PVC window manufacturer Oknoplast has sealed a two-year sponsorship deal with French Ligue 1 football club Olympique Lyonnais.
Tattersalls gains naming rights to Irish 2000 Guineas
Bloodstock sales company Tattersalls has reached a deal with the Curragh Racecourse to become the title sponsor of the Irish 2000 Guineas for the next three years.
EHF secures bet-at-home extension
The European Handball Federation’s marketing arm has extended its partnership with online gambling company bet-at-home.com to cover the 2013-14 season.
Spanish Handball Federation seals new sponsor deal
Spanish postal service Correos has agreed to become the main sponsor of the Spanish Handball Federation through to the 2016 Olympic Games in Rio de Janeiro.
Serveto backs FC Barcelona sports teams
FC Barcelona has reached a sponsorship agreement with logistics company Serveto covering all aspects of its non-football operation.
I-Teco added to Sochi 2014 roster
Russian IT company I-Teco has reached a deal to become an official supplier for the 2014 Winter Olympic Games in Sochi.
PSG agrees Hublot partnership
Hublot has agreed a deal to become the official timekeeper and official watch of French Ligue 1 football club Paris Saint-Germain.
Gatorade seals Premier League double with Arsenal and Liverpool
PepsiCo-owned isotonic drinks brand Gatorade has signed three-year deals to become the official sports drink and sports nutrition partner of English Premier League football clubs Arsenal and Liverpool.
Rugby League World Cup launches Specsavers partnership
UK optician Specsavers has agreed a deal to become the official optician and hearing care provider of the 2013 Rugby League World Cup, which kicks off in England and Wales next month.