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English wine brand Chapel Down Winery beat off challenges from a domestic rival and major champagne houses to become Official Wine Partner to the Oxford & Cambridge Boat Race, the annual match-up between men’s and women’s rowing crews from Britain’s two most prestigious universities.

Business analytics software firm SAS’s sponsorship of British Rowing and the elite GB Rowing team could be the first of many tie-ups with sporting organisations, Mark Wilkinson, managing director of SAS UK and Ireland told Sports Sponsorship Insider.

Extended live coverage of the Aberdeen Asset Management Scottish Open on American free-to-air broadcaster NBC was a major step in the brand’s drive to increase awareness in the US, Jill Maxwell, sponsorship and events manager for Aberdeen Asset Management, told Sports Sponsorship Insider.

British Rowing, the UK rowing federation, is seeking to raise over £1m ($1.61m/€1.17m) per year by selling a top-tier Prinicipal Partner and up to four second-tier sponsors for the 2014 to 2016 period.

Japanese sporting goods brand Mizuno will title sponsor this December’s 2018 British Rowing Indoor Championships in London.

Convenience store chain Spar International has enhanced its support of the upcoming European Championships by becoming an official partner of Glasgow’s hosting of the multi-sport event.

Global analytics company SAS has signed a three-year extension to its partnership with British Rowing.

Japanese sportswear and equipment company Mizuno has been named as the official performance apparel partner of the Boat Race, the annual rowing race between the English universities of Oxford and Cambridge.