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Icon Group steps up backing of AFLW team

Australian cancer care provider Icon Group has upgraded its association with the women’s team of AFL Aussie rules club the Brisbane Lions.

Icon Group will serve as a co-Major Partner of Brisbane Lions AFLW from 2019, with its logo to appear on the team’s kit.

Icon Group is an inaugural sponsor of the Lions, having supported the team from the first season of the AFLW.

Icon Group chief executive Mark Middleton said: “Supporting women in sport is a natural extension of actioning our values. We are extremely pleased to continue our long-term support of the Lions’ AFLW team as this year’s co-Major Sponsor. This partnership is an important part of recognising female talent and supporting equality across workplaces and beyond.”

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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.