Europe
Under Armour and Tottenham Hotspur
Under Armour's partnership with Tottenham Hotspur marked a significant milestone in the brand's story as a global leader in performance apparel, footwear and accessories and served as a catalyst for the brand’s global growth outside of the USA.
Holland Heineken House partnership extended
Heineken has opted to extend its partnership with the Dutch Olympic Committee*Dutch Sports Federation (NOC*NSF) until the 2016 Summer Olympic Games in Rio de Janeiro.
Arsenal banks new Nigerian partnership
English Premier League football club Arsenal has agreed a three-year partnership with Sterling Bank to issue co-branded debit cards in Nigeria.
Infront seeks to bolster Fisi’s sponsorship portfolio
The Italian Winter Sports Federation (Fisi) has agreed a five-year deal, from 2013-14 to 2017-18, to allow the Infront Sports & Media agency to handle its marketing rights.
Italy’s Serie B seeks out new sponsorship opportunities
Lega Serie B has agreed a five-year partnership with RCS Sport in a bid to introduce new marketing initiatives to the second tier of Italian football.
LTA agrees reduced value deal with Aegon, expands second tier to make up ground
Aegon switches focus but will remain a tennis brand
Pensions and insurance company Aegon dropped the youth participation element of its Lawn Tennis Association sponsorship to focus on potential customers, but remains committed to sponsoring tennis.
Aon sticks with United after WTA temptation
The strength of Manchester United as a sponsorship property was underlined in Aon’s recent renewal, as the brand rated a second-tier deal with the club more valuable than the vacant Lead Global Partner berth at the Women’s Tennis Association.
Chernyshenko: Five more deals for Sochi in September
The Organising Committee of the Sochi 2014 Winter Olympics expects to sign five more sponsorship deals in September, to add to the 49 already in place, its president and chief executive, Dmitry Chernyshenko, told Sports Sponsorship Insider this month.
Panasonic’s Sochi deal underlines importance of Russia
Panasonic is targeting growth in the Russian market with its supplier deal for the 2014 winter Olympics in Sochi, the electronics brand told Sports Sponsorship Insider this month.
World Snooker on the trail of blue-chip brands
World Snooker is in talks with six “blue-chip” brands to title sponsor the World Championship in 2014 after a disappointing sale of the property in 2013, chairman Barry Hearn told Sports Sponsorship Insider this month.
Mercedes uses Majors to roll out new models
German car brand Mercedes-Benz aims to use its golf sponsorship assets to drive sales of new models as part of a plan to increase car sales by 60 per cent by 2020.
City retains EA Sports partnership
English Premier League football club Manchester City has agreed a three-year extension to its partnership with video games company Electronic Arts.
Dove secures internationals sponsorship with WRU deal
The Welsh Rugby Union has reached a three-year agreement to make cosmetics brand Dove Men+Care a principle partner until 2016.
Bennetts secures title rights for Isle of Man Classic TT Races
UK motorcycle insurance specialist Bennetts has agreed a multi-year deal to become the title sponsor of the Isle of Man’s annual Classic TT Races.
AEG Worldwide scores Herbalife deal for Hammarby
Global nutrition firm Herbalife has agreed a wide-ranging deal with sports and entertainment company AEG Worldwide to become the official shirt sponsor of Swedish football club Hammarby until 2016.
RheinEnergie extends Sharks deal
German infrastructure and services company RheinEnergie has agreed to extend its main sponsorship deal with German top-tier Deutsche Eishockey Liga ice hockey team Cologne Sharks to a 15th consecutive year.
Scottish FA drives forward with Vauxhall extension
Vauxhall has agreed a four-year extension to its sponsorship deal with the Scottish Football Association in a move that will ensure the automotive firm retains its position as a lead partner to the Scottish national team.