Sponsorship,
Multiple sports,
Global,
|
By James Emmett
Horse racing: NBC Sports Group has extended its deal to broadcast the Breeders’ Cup Challenger Series – 16 races leading up to the Breeders’ Cup itself – up to 2018.
Basketball: Packaging equipment company Rovema has extended its shirt sponsorship deal with German Beko Bundesliga basketball side Giessen 46ers for a further two years. The initial deal was signed in 2013 and will now run until the end of the 2017/18 season.
Hockey: Hockey Australia has signed a two-year deal with Curtin University that includes both traditional sponsorship and branding and a research element.
Australian rules football: Australian Football League (AFL) team the Adelaide Crows have extended a sponsorship deal with Foodland Supermarkets. The new three-year deal will see the partnership between the two entities enter its 26th year.
Basketball: The Phoenix Suns National Basketball Association (NBA) team has signed a multi-year sponsorship deal with Effen Vodka. The liquor brand, owned by rapper 50 Cent, will take the naming rights to the new Effen Vodka Lounge at the team’s arena.
Cricket: Gloucester County Cricket Club fast bowler Liam Norwell has signed an endorsement deal with Bodmin-based pasty company Proper Cornish. Norwell represented Cornwall as a youth cricketer.
Swimming: The Chinese Swimming Association has signed a technical supply deal with Beijing Singolym. The technology company will provide timing and scoring systems to the organisation.
Motorsport: Nascar has signed a licensing deal with Toy State, a toy company that specialises in radio-controlled toy vehicles. Toy State will add the Nascar deal to a portfolio that already includes Caterpillar, Hot Wheels, Barbie and WWE.
Wrestling: Organisers of Indian start-up sport entity the Pro Wrestling League have signed Ayurvedic powdered drink brand Dabur Chyawanprash as title sponsor. Coca-Cola’s Indian Thums Up brand has signed as a secondary sponsor, while Jaguar Lighting and Dabur Red Toothpaste make up the rest of the portfolio. According to the Economic Time of India, the Pro Wrestling League has garnered US$3.2 million in sponsorship for its first season.
Golf: LPGA Tour golfer Brittany Lincicome has signed a personal endorsement deal with Diamond Resorts International. The 30-year-old, a six-time LPGA tournament winner, will wear Diamond Resorts branding and make appearances at Diamond Resorts events.
Motorcycling: French oil company Total has signed a deal with Dorna Sports that will see it act as the exclusive fuel supplier to the Moto2 and Moto3 classes in 2016.
Tennis: Organisers of the ATP Challenger Tour tennis event in the City of Onkaparinga in South Australia have renewed a ‘platinum sponsorship’ deal with PowerHealth Solutions for the 2016 edition of the tournament from 2nd to 10th January.
Rugby union: The South Africa Rugby Union (SARU) has signed a deal with Frankfurt and Johannesburg-listed retail company Steinhoff International that will see it act as the main sponsor of the Sprinbok Sevens team for the next three years.
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