Multi-sport

Kazakh electronics store chain Technodom and Air Astana, the national carrier of Kazakhstan, have signed up to support the 2017 Winter Universiade, which takes place next year in Almaty, the largest city in the country.

French-based multinational energy organisation Suez has been confirmed as the 13th official partner of the Paris 2024 bid to stage the summer Olympic and Paralympic Games.

The organising committee for the 2018 winter Olympic Games in PyeongChang has signed a partnership with the South Korean Ministry of Education in an effort to boost legacy initiatives for the event.

Etihad Airways, the national airline of the United Arab Emirates, has entered into a partnership with the Abu Dhabi Sports Council (ADSC).

Property developer McDonald Jones Homes has taken on naming rights to Hunter Stadium, the home ground of Australian A-League football team the Newcastle Jets and NRL rugby league club the Newcastle Knights.

Japanese automotive company Toyota has signed on as a premium partner of the Swiss Olympic Committee.

Table tennis equipment manufacturer San-Ei has extended its partnership with the International Table Tennis Federation.

US-based omni-channel sports retailer Dick’s Sporting Goods has extended its partnership with the US Olympic Committee (USOC).

Multinational food manufacturing firm Kellogg Company has opted to extend its sponsorship deal with the United States Olympic Committee (USOC).

State-controlled Brazilian oil company Petroleo Brasileiro (Petrobras) became an Official Sponsor of the Rio 2016 Paralympic Games last month in a deal worth around one per cent of the offer it tabled five years ago to become a tier one domestic sponsor of the 2016 Summer Games.

Japanese tyre and rubber company Bridgestone paid a “significant additional investment” to its Worldwide Olympic Partner deal to become the first Founding Partner of the Olympic Channel, the new year-round, over-the-top digital channel, launched on August 21.

The International University Sports Federation (FISU) has agreed a partnership with Chinese sportswear firm Qiaodan Sports.

Drinks products manufacturer Milo has agreed a deal to sponsor the 2017 edition of the Southeast Asian Games multi-sport event, which will be staged in the Malaysian capital of Kuala Lumpur.

Mike Sundet, VP sports and entertainment marketing for the US-based Momentum Worldwide agency speaks about the structure of the energy drink sector, its values and its attitude towards mainstream sports.

Media agency MediaCom has agreed a deal to become an official supplier of the 2018 Commonwealth Games multi-sport event, which will take place in Australia’s Gold Coast region.