Retail
Austrian FA shops for sports retail partnership
Multinational sporting goods retailer Intersport has entered into a partnership with the Austrian Football Association (OFA).
Evans Cycles signs up to support RideLondon
UK specialist bike shop Evans Cycles has become an official partner of this year’s RideLondon mass-participation cycling event.
German handball body shops for Lidl deal
Supermarket chain Lidl has secured a partnership with the German Handball Federation (DHB).
Fuchse Berlin shops for Lidl partnership
German supermarket chain Lidl has struck a deal to become a premium partner of Füchse Berlin, which competes in the country’s Bundesliga Handball top-tier club competition in the country.
SARU continues sponsorship drive with dedicated sevens partner
The South African Rugby Union, the governing body of rugby union in the country, has continued its recent sponsorship drive through a deal with retail group Steinhoff International.
NZ Rugby signs up new title sponsor for domestic competitions
New Zealand Rugby has agreed a partnership with Mitre 10 that will see the home improvement and garden retailer become the title sponsor of two of the country's leading domestic rugby union competitions.
SARU hires new partner
The South African Rugby Union has agreed a sponsorship deal with Bidvest Car Rental.
TBF hires new partner for Turkish basketball league
The Turkish Basketball Federation has entered into a partnership with vehicle fleet leasing firm LeasePlan.
Hamburg 2024 signs up supermarket partner for Olympic bid
German supermarket chain Edeka Group has agreed a deal to become the first partner of Hamburg’s bid to host the 2024 summer Olympic Games.
NFL’s Jaguars take a ride with Uber
NFL American football franchise the Jacksonville Jaguars has agreed an innovative new partnership with taxi service Uber.
Lidl bags deal with UK national football associations
Supermarket chain Lidl has announced partnerships with football’s national governing bodies in England, Wales and Scotland.
Europe centre of supermarket spend on sport
Pan-European supermarkets dominate the sector’s annual sponsorship spend with much of that used on football but golf, cricket and athletics punch above their weight on income generated.
Kroger extends partnership with Daytona International Speedway
The Daytona International Speedway motor-racing venue has agreed a multi-year extension to its partnership with US retail group Kroger.
Hy-Vee supports local expansion efforts with Minnesota Wild deal
NHL ice hockey franchise the Minnesota Wild has entered into a multi-year partnership with supermarket chain Hy-Vee.
Milwaukee Bucks add grocery store to sponsorship basket
NBA basketball franchise the Milwaukee Bucks has agreed a partnership with grocery store Pick ‘n Save, an affiliate of supermarket chain Roundy’s.
United Petroleum refuels Collingwood deal
AFL Aussie rules football team Collingwood has renewed its partnership with Australian fuel and convenience retail chain United Petroleum.
Safeway bags title sponsorship of PGA Tour tournament
US supermarket chain Safeway has been named the new title sponsor of the PGA Tour’s annual golf tournament in the Northern California market.
Gloucester Rugby shops for new shirt sponsor
English Premiership rugby union club Gloucester has struck a sponsorship deal with Peel Outlets, the company that owns and operates local shopping facility Gloucester Quays Outlet Centre.