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Cherry drink brand extends ESPN Events college sports deal 

Cherry juice products brand Cheribundi is extending its sponsorship with ESPN Events by adding seven College Football Bowl Games and six NCAA early-season college basketball events to its sponsorship roster this year.

ESPN Events, a division of ESPN, owns and operates a large portfolio of 31 collegiate sporting events worldwide.

Commenting on the deal, Cheribundi chief executive Steve Pear, said: “Expanding this collegiate sponsorship is a natural extension as we continue to increase our partnerships in the sports community, including the 240 college and professional sports teams that drink Cheribundi as part of their training regimen.”

Under the deal – geared towards accelerating brand awareness – Cheribundi will be the Proud Sponsor of the Cheribundi Tart Cherry Boca Raton Bowl for the second year. The 2017 event was viewed by over 1.4 million people on television last year.

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The partnership is understood to be a three-season deal, from 2019-20 to 2021-22, and builds on AXA’s existing Global Partner agreement with Liverpool.

The deal is the largest ever sponsorship investment in UK women’s sport and comes less than a year after the league went fully professional in September 2018.

Under the five-year global deal, Oppo will become the first Official Smartphone Partner of The Championships, Wimbledon, as the event is officially known.

US sportswear brand Nike is paying about $7.5m (€6.7m) per year to sponsor China’s League of Legends Pro League (LPL), according to industry sources.