Household Products
German Pro Continental team signs title sponsor for WorldTour drive
German UCI Pro Continental cycling team Bora-Argon 18 has signed a title sponsorship agreement with bathroom appliances manufacturer Hansgrohe as part of its effort to join the top-tier WorldTour circuit in 2017.
Handball Bundesliga newcomer attracts new main sponsor
German Handball Bundesliga club HC Erlangen has secured a new main sponsorship deal with Fackelmann, a manufacturer of household goods and bathroom furniture, and extended an agreement with industrial services provider Heitec.
Personal care sector closes on €100m spend and rising
The personal care sector is one of the smallest researched by Sports Sponsorship Insider in the last 18 months with an annual sponsorship deal value of €97.95m ($110.2m) at an average of €2.3m per year, despite the presence of some of the world’s biggest consumer brands, Unilever (Dove and Rexona), P&G (Braun, Gillette, Head & Shoulders) and Johnson & Johnson.
Nivea Men expands AC Milan deal
Skincare brand Nivea Men has extended and expanded its partnership with Italian Serie A football club AC Milan.
KitchenAid upgrades partnership to become title sponsor of Senior PGA Championship
Kitchen appliances manufacturer KitchenAid has extended and expanded its partnership with golf organisation the PGA of America, signing a deal under which it will step up its association with the Senior PGA Championship.
Bayern spruces up sponsor portfolio with P&G deal
US consumer goods manufacturer Procter & Gamble has agreed a partnership with German Bundesliga football club Bayern Munich.
UFC seeks to boost performance with Exos
Sports training and nutrition company Exos has signed a year-long partnership with the Ultimate Fighting Championship mixed martial arts series.
Nestlé Skin takes supplier deal as ATP rings changes
Sun care company Nestlé Skin Health is the latest sponsor to join an ATP World Tour portfolio that has undergone serious upheaval in the past six months.
Real Madrid picks up regional partnership in South Africa
Nivea Men South Africa, the regional division of skincare brand Nivea Men, has entered into a partnership with Spanish LaLiga football club Real Madrid.
ATP teams up with sun care brand
The Association of Tennis Professionals, which operates the top professional men’s tour, has entered into a partnership with sunscreen brand Daylong.
Swisse adds Super Rugby rights to ARU partnership
Vitamin and supplements brand Swisse Wellness has enhanced its association with the Australian Rugby Union by becoming the official vitamin and supplement partner of the Super Rugby club competition in the country.
Turkish basketball cleans up with Head & Shoulders
Shampoo brand Head & Shoulders has struck a deal to become a sponsor of the Turkish Basketball Federation.
Scottish Rugby stays fresh with Dove extension
Scottish Rugby, the governing body of rugby union in the country, has renewed its partnership with male skincare brand Dove Men+Care.
Beauty brand links up with World Rugby
World Rugby, the global governing body of rugby union, has unveiled a partnership with beauty and aromatherapy brand Puressentiel.
PSG bags partnership with retail group
French Ligue 1 football club Paris Saint-Germain has entered into an 18-month partnership with electrical goods manufacturer and retail store chain Boulanger.
Astellas Pharma extends PGA Tour sponsorship
Japanese pharmaceutical company Astellas Pharma has extended a sponsorship agreement with golf’s PGA Tour.
Juventus look the part with grooming partner
Italian Serie A football club Juventus has entered into a partnership with grooming products manufacturer Rowenta for Men.
Corinthians clean up with new shirt sponsor
Campeonato Brasileiro Serie A football club Corinthians has entered into a shirt sponsorship deal with cleaning products manufacturer Klar.