Mexico

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Nigerian Breweries, a subsidiary of Dutch brewing giant Heineken, is set to spend close to $20m (€17.9m) in football sponsorship for its Star Lager brand in the next five seasons in deals agreed this summer with Nigeria’s football league and a group of top European clubs.

Fierce competition in the Mexican telecoms sector and the success of last year’s Mexican Formula One Grand Prix helped push telecoms operator AT&T above the expected market price for Presenting Sponsorship rights to the inaugural ‘6 Hours of Mexico City’ World Endurance Championship (WEC) race.

Mexican brewery Cuauhtémoc-Moctezuma/Heineken Mexico, a subsidiary of Dutch brewing giant Heineken, last month bought the presenting sponsorship rights to Fiba’s Americas Championship, the biennial basketball tournament for national teams from the Americas.

Motor oil company Castrol is paying a higher fee per year for its renewed deal with the National Football League (NFL) after rights to activate the partnership in Mexico and run a fantasy football competition were added to the new contract.

Financial services company BBVA has renewed its title sponsorship of the Liga MX, the top tier of club football in Mexico

Flagship Mexican carrier Aeroméxico has signed a one-year Official Airline deal with Mexican baseball club Diablos Rojos del Mexico.

The Mexican Football Federation (FMF) has agreed a four-year partnership with online betting company Betcris. The deal makes Betcris.mx the first official betting site of the Mexican national team

Leading Mexican Liga MX football club Cruz Azul has switched its kit supplier from Under Armour to Joma for the second half of the season in a three-year deal