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Derby sets up United clash with sleeve sponsorship

English Championship football club Derby County has signed up Dutch brewery Bavaria as its first ever sleeve sponsor.

The deal will initially take in Derby’s EFL Cup match at Manchester United tomorrow (Tuesday).

Clubs in the English Football League can secure sponsorship for one shirt sleeve badge in each round of the EFL Cup and FA Cup for the second successive season.

The latest agreement strengthens Bavaria’s ties with Derby. In December, the brewery signed a two-year deal to serve as the East Midlands club’s new official international and alcohol-free lager partner.

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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.