Athletics
London Marathon refreshes Nestle ties with Buxton deal
UK mineral water brand Buxton has announced a new partnership that makes it the official water of the London Marathon.
Spar bags another year with European Athletics
Continental governing body European Athletics has extended its existing four-year sponsorship agreement with convenience store chain Spar International by a further year, with the new contract running until the end of 2016.
Italian athletes dress to impress through Armani extension
The Italian Olympic Committee (CONI) has extended its partnership with the Giorgio Armani fashion house through to the 2016 Olympic Games in Rio de Janeiro.
Greater Manchester Marathon secures first title sponsor
Sportswear brand Asics has agreed a deal to become the first title sponsor of the Greater Manchester Marathon.
Tata to become main sponsor of New York Marathon
Indian IT and business solutions firm Tata Consultancy Services has announced an eight-year deal to become the title sponsor of the New York City Marathon from 2014.
Bolt races on with Puma
Athletics superstar Usain Bolt has maintained his long-standing connection to Puma by extending his endorsement deal with the German sportswear giant through and beyond the 2016 Olympic Games in Rio de Janeiro.
Adidas ties up Milan Marathon partnership
German sportswear giant Adidas has reached a three-year sponsorship agreement with the Milan Marathon.
UK Athletics signs off on long-term Nike deal
UK Athletics has confirmed Nike as its official sportswear partner in a seven-year deal running from 2014 until the end of 2020.
Court ruling paves way for UK Athletics’ Nike deal
UK Athletics will switch its kit deal from Adidas to Nike next year after a Dutch court rejected a claim from its current partner, according to the Daily Telegraph newspaper.
Seven Summer Deals
IAAF extends with Seiko, seeks two Official Partners
The International Association of Athletics Federations is close to extending its 28-year partnership with watchmaker Seiko, and is looking to add two more brands to its Official Partner sponsorship tier, general secretary Essar Gabriel told Sports Sponsorship Insider this month.
Kenya Airways backs 2013 Masai Mara Marathon
Kenya Airways has announced a 58m Kenyan shilling (€511,000/$667,000) sponsorship package for the country’s 2013 Masai Mara Marathon, according to the StarAfrica website.
Tokyo 2020 adds Rakuten to growing partner list
Japanese commercial electronics company Rakuten has been added to the list of official bid partners for Tokyo 2020, the city’s bid to host the 2020 Olympic Games.
ING to end New York Marathon run
Financial services company ING will end its title sponsorship of the New York Marathon after this year’s race, according to the SportsBusiness Journal.
Standard Chartered seals Bahrain Marathon Relay deal
Standard Chartered Bahrain has agreed to become one of the official sponsors of the 2013 Bahrain Marathon Relay, according to the Bahrain News Agency.
Laserline secures Berlin Marathon partnership
Berlin printing firm Laserline has agreed a four-year deal to become an official partner of the Berlin Marathon.
Tata steps up commitment to Amsterdam Marathon
Indian IT group Tata Consultancy Services has renewed its partnership with the Amsterdam Marathon by becoming a sponsor of the event’s eight kilometre run.
Lucozade Sport and the London Marathon
Lucozade Sport has partnered a wide range of UK running events for many years with the aim of inspiring runners to take on a challenge and achieve their personal best, whoever they are, whatever their distance and whatever their motivation to run.