Multi-sport
100Plus refreshes Singapore Sports Hub’s commercial roster
Singapore conglomerate Fraser and Neave has sealed a deal for its 100Plus beverage brand to sponsor the Singapore Sports Hub.
SingTel provides heavy financial backing for 2015 SEA Games
Singaporean telecommunications company SingTel has signed up as a sponsor of the 2015 Southeast Asian (SEA) Games, with its S$15m (€8.8m/$12m) deal representing the biggest financial commitment to date for the country’s staging of the multi-sport event.
Glasgow 2014 teams with Unicef in Commonwealth Games first
Glasgow 2014 has named children’s charity Unicef as the first global charity partner of the Commonwealth Games.
Alabama and Auburn renew sponsor deals
Sports, outdoor and lifestyle retailer Academy Sports + Outdoors has renewed its multi-year partnerships with the University of Alabama and Auburn University.
NTUC FairPrice bags top tier SEA Games deal
Singapore supermarket chain NTUC FairPrice has reached a deal worth S$5m (€2.9m/$4m) to become a tier one sponsor of the 2015 Southeast Asian (SEA) Games.
P&G looks to Caucasus, rather than Europe, with Baku 2015
Consumer products company Procter & Gamble is using its sponsorship of the 2015 European Games in Baku, Azerbaijan primarily to reach consumers and drive sales in the Caucasus region, with no goals yet set for the rest of Europe.
Glasgow 2014 makes Genius move with latest partner
Genius Gluten Free has been announced as the latest addition to the sponsorship family for Glasgow’s staging of the 2014 Commonwealth Games.
University of Kentucky strikes lucrative deal with JMI Sports
The UK Athletics division of the University of Kentucky has awarded the JMI Sports agency its athletics and campus multimedia marketing rights in a 15-year deal worth $210m (€154.4m).
Toshiba Medical Systems to look after Glasgow 2014
Medical electronics group Toshiba Medical Systems has agreed a deal to become a sponsor of the Glasgow 2014 Commonwealth Games.
Turkish Olympic Committee signs up new main sponsor
Industrial conglomerate Koç Holding has penned a deal to become the main sponsor of the Turkish Olympic Committee.
Konica Minolta secures national partnership with Canada Games
Japanese technology company Konica Minolta has agreed a five-year deal to become a national partner and official supplier of the next three editions of the Canada Games multi-sport event.
IOC confirms top-tier Bridgestone deal
The International Olympic Committee has confirmed a worldwide top-tier partnership deal with Japanese tyre company Bridgestone.
Glasgow 2014 feasts on Kellogg’s deal
Glasgow 2014 has announced cereal foods manufacturer Kellogg’s as the latest addition to the commercial roster for this summer’s Commonwealth Games.
BP energises Baku 2015 European Games
Multinational oil and gas company BP has signed up to become an official partner of the 2015 European Games, which will take place in Baku, Azerbaijan.
Baku 2015 marks one-year countdown with Tissot deal
Baku 2015, the organising committee for the inaugural European Games, has signed Swiss watchmaker Tissot as the latest commercial partner for the multi-sport event.
BOA signs up first ever fitness partner for Rio 2016
Health club group Fitness First has struck a deal to become the first ever fitness partner of the British Olympic Association.
Rio 2016 boosts knowledge base with Nielsen partnership
US information and measurement company Nielsen has extended its relationship with the Olympic and Paralympic Games by signing a partnership with the local organising committee for Rio 2016.
Estrella Damm becomes Mediterranean Games sponsor
Catalan beer brand Estrella Damm has penned a deal to become the first sponsor of the 2017 Mediterranean Games.