Athletics

USA Track & Field (USATF), the governing body for athletics in the United States, has extended its deal with sportswear giant Nike through 2040.

Online gaming company Unibet has agreed a deal to become a main sponsor of the 2014 Stockholm Marathon in Sweden.

USA Track & Field (USATF), the governing body for athletics in the United States, has entered into a seven-year partnership with confectionary producer Hershey that will focus on grassroots participation.

Japanese watch manufacturer and timing specialist Seiko has extended its long-running top-tier partnership with athletics’ world governing body the IAAF for a further six years.

UK telecommunications company BT has renewed its title sponsorship of the Great CityGames Manchester, taking in the 2014 edition of the urban athletics event.

German sportswear company Adidas has entered into a multi-year partnership with Athletics Australia.

Isotonic drinks manufacturer Lucozade Sport has agreed a three-year partnership with mass participation event organiser Nova International to sponsor its UK-long distance running property the Great Run Series.

German automotive manufacturer BMW has signed a multi-year extension to its title sponsorship of the Berlin Marathon.

Japanese premium bedding topper firm Airweave has agreed a sponsorship deal with the US Olympic Committee ahead of the 2014 winter Olympic Games in Sochi, Russia.

State-owned Dutch bank ABN AMRO is set to overhaul its sponsorship strategy in the summer of 2014 and stablise its focus on partnerships with properties in the Netherlands, Ernst Boekhorst, manager of sponsoring and events at ABN AMRO and director of the ABN AMRO foundation, told Sports Sponsorship Insider.

British Athletics, the UK governing body for athletics, and its German counterpart, the Deutscher Leichtathletik-Verband (DLV), have given mixed responses to the question of whether hosting upcoming World and European Championships have helped generate increased sponsorship revenue.

Footwear manufacturer New Balance’s sponsorship of the Irish Olympic Team is part of the brand’s strategic decision to move from individual endorsements to team partnerships, Josh Rowe, running marketing manager for New Balance told Sports Sponsorship Insider.

UK supermarket chain Sainsbury’s has extended its co-operation with British Athletics under a new four-year deal.

German banking group Deutsche Kreditbank (DKB) has extended its sponsorship of the German Athletics Federation (DLV) until 2018.

New York Road Runners, the body which organises the New York City Marathon, is overhauling its sponsorship structure by reducing the number of partners in its top two sponsorship tiers, signing longer-term deals, and bringing more sponsorship to its other events.

Tata Consultancy Services, an IT services subsidiary of the multinational conglomerate Tata Group, is title sponsoring the New York City Marathon to raise both brand awareness and brand perception amongst a potential client base in the United States and worldwide.