Football
Billionaire acquires Hamburg stake and stadium naming rights
German billionaire Klaus-Michael Kuehne has acquired a 7.5 per cent stake in Hamburg SV, along with securing the naming rights to the Bundesliga football club’s home stadium.
Kyocera extends with DHB and Borussia Monchengladbach
The German arm of printing products and software company Kyocera Document Solutions has consolidated its sporting presence in the country by renewing commercial ties with the German Hockey Association (DHB) and Bundesliga football team Borussia Monchengladbach.
Ustronianka refreshes Polish FA’s sponsor line-up
The Polish Football Association (PZPN) has secured a sponsorship deal with mineral water company Ustronianka for its men’s national team.
Unilever and Manchester United
Consumer goods manufacturer Unilever and Premier League football club Manchester United embarked on a partnership in October 2013 which saw the brand become Manchester United’s Official Personal Care and Laundry Partner across Southeast Asia.
Fluminense reels in Frescatto Company deal
Campeonato Brasileiro Serie A football club Fluminense has secured a one-year sponsorship deal with food group Frescatto Company.
Chicago Fire extends with Quaker Oats – report
Major League Soccer team Chicago Fire has renewed its shirt sponsorship deal with locally based food conglomerate Quaker Oats, according to the Chicago Sun Times newspaper.
World Match Racing Tour, West Ham make plans amid Alpari UK collapse
Sailing’s World Match Racing Tour and English Premier League football club West Ham United have said they are already in talks with new partners following the collapse of main sponsor Alpari (UK) Limited.
Paris Saint-Germain bolsters Asian footprint with GarudaFood deal
Indonesian food and beverage company GarudaFood has signed an agreement to become Ligue 1 football club Paris Saint-Germain’s first regional partner in Asia.
Kumho Tyre gets to grips with Bundesliga’s Schalke
German Bundesliga team Schalke 04 has agreed a partnership with Korean tyre manufacturer Kumho Tyre through the 2016-17 football season.
CSKA Sofia opts for Lotto deal
Italian sportswear manufacturer Lotto has entered into a partnership with Bulgarian A PFG top-tier football club CSKA Sofia.
Earthquakes drive away with founding partner for new stadium
Major League Soccer franchise the San Jose Earthquakes has signed a five-year founding partnership for its new stadium with the Bay Area BMW Centers automotive dealership chain.
Chevrolet and Manchester United
Automotive brand Chevrolet’s principal sponsorship of Manchester United began on 7 July 2014 with the release of the 2014-15 home shirt bearing the Chevrolet logo. This case study focuses on the first six weeks of the new partnership, including the global release of Manchester United’s home, away and third kits, and Chevrolet’s activations on Manchester United’s 2014 US pre-season tour.
FXPrimus invests in Manchester City
English Premier League champion Manchester City has agreed a three-and-a-half year deal to make FXPrimus its official online forex trading partner.
Deutsche Bahn scales down Hertha Berlin connection
Hertha Berlin is looking for a new main sponsor after railway company Deutsche Bahn said it will downgrade its partnership with the German Bundesliga football club.
Ghana heads into Cup of Nations with fresh Puma deal
The Ghana Football Association has extended its partnership with German sportswear giant Puma.
TVM: Moving away from exposure-based strategy
Transportation insurance company TVM is using sports sponsorship as a story-telling platform and a tool to drive client engagement.
New partner gives Hamburg a healthy outlook
German Bundesliga football club Hamburg SV has agreed a three-year deal to make health insurance provider Hanseatische Krankenkasse (HEK) its new health partner.
DJI Holdings deal just the ticket for Manchester City
English Premier League champion Manchester City has agreed a partnership with Chinese lottery operator DJI Holdings.