Household Products

Spanish shaving and cosmetic products company LEA has extended a deal to remain as the main shirt sponsor of Deportivo Alavés, which competes in the country’s LaLiga top-tier club football competition.

Coatings company Hempel has been unveiled as the title sponsor of the 2018 Sailing World Championships, which will be staged in the Danish city of Aarhus.

Slovenian home products manufacturer Gorenje has reached agreements to sponsor two of the European Handball Federation’s leading competitions.

Euroleague Basketball, which organises continental club competitions in Europe, has agreed sponsorship deals with Spanish electric utility company Endesa and towel manufacturer Turkish Towels.

The Lawn Tennis Association, the sport’s governing body in the UK, has signed a one-year partnership with personal care brand Dove.

Shampoo brand Head & Shoulders has entered into a partnership with the Tough Mudder obstacle course series.

English Women’s Super League football club Liverpool Ladies has signed up women’s beauty and cosmetics company Avon as its first-ever independent shirt sponsor.

Pharmaceuticals company Johnson & Johnson has signed multi-year extensions to its partnerships with North America’s Major League Soccer and the U.S. Soccer national governing body.

Unilever-owned deodorant and antiperspirant brand RexonaMen has reached an agreement with the French Tennis Federation (FFT) to continue sponsoring the French Open grand slam tournament.

P&G-owned male grooming brand Gillette has become a Local Partner of the ESL-owned Intel Extreme Masters (IEM) event in Katowice, Poland, adding to a growing list of non-endemic brands on ESL’s competition roster.

NBA basketball franchise the Houston Rockets has entered into a partnership with Chinese home-décor company Scisky.

Australian NRL rugby league club the Sydney Roosters has agreed a kit sponsorship deal with commercial and residential glass replacement company Magic Glass.

Personal care brand Gillette has made its first venture into the esports sector by partnering with the ESL organisation.

Windows and doors retailer Vantage has entered into a naming-rights partnership with the Hockey New Zealand national governing body.

Unilever-owned deodorant brand Sure has agreed sponsorship deals with English Premier League football clubs Chelsea, Everton and Southampton.

German Bundesliga football club Bayern Munich has entered into a partnership with Chinese wood flooring manufacturer Vöhringer Wood Product.