Life assurance company Friends Life has become the first title sponsor of the Tour of Britain, race organisers announced on Tuesday.

The deal follows Friends Life’s sponsorship of the inaugural Women’s Tour in May and has followed up its support of cycling by sponsoring the Tour of Britain, which takes place between September 7-14.

Friends Life group chief executive, Andy Briggs, said: “Cycling is now hugely popular in Britain and we want to encourage and support its growing popularity by sponsoring the Tour of Britain.

“The success of the inaugural Friends Life Women’s Tour has fuelled our enthusiasm for elite road racing and the inspiration it brings to a wider cycling audience.”

Hugh Roberts, chief executive of race organisers SweetSpot, added: “Friends Life are the perfect ‘fit’ and their plans for activating their involvement will no doubt prove to be groundbreaking, not just for the events themselves, but more importantly in our eyes, for the greater good of the sport.

“Securing the support of such an established blue chip organisation will raise the profile of the Tours further and take both the Women’s Tour and Tour of Britain to another level.

“This partnership is an affirmation of our work on both races.”

Automobile manufacturer Kia has expanded its association in cricket after announcing a two-year sponsorship deal with the England and Wales Cricket Board (ECB). 

Kia, who already has an association with Surrey Cricket and naming rights to the Oval, will now be the official car of England women’s cricket and their first ever standalone commercial arrangement. 

Under the terms of the agreement Kia will become the sole title sponsor of England women’s home Test matches during the next two years – first against India at Wormsley Cricket Ground this August, followed by the Women’s Ashes Test against Australia next summer.  The partnership will also give Kia a range of sponsorship and marketing rights around the England women’s team, including in-ground activation at women’s international matches in England. 

Contracted England women’s players will be provided with the all-new Kia Sportage car for the duration of the two-year sponsorship term. 

Clare Connor, ECB’s Head of Women’s Cricket, commented: “This is a historic step for England women’s cricket and I am thrilled to be embarking on this new partnership with Kia. 

“Major global brands want to be associated with winners, and it is fantastic that the team’s outstanding performances on the field and growing media profile have enabled the England women’s cricket to earn their first-ever standalone commercial deal. This is a significant breakthrough for both women’s cricket and women’s sport as a whole, and I’m sure our commercial team will be working closely with Kia to help them achieve maximum exposure for their brand.” 

Paul Philpott, President and CEO of Kia Motors (UK) Ltd commented: “We are delighted to be a major partner of England women’s cricket.  Kia’s affinity with cricket is well known as we have been the lead sponsor of the iconic Oval and Surrey County Cricket Club since 2011.  Supporting the hugely successful England women’s team is the next evolution for Kia in cricket.  We wish the team massive success in this summer’s matches and know the team will love driving their Kia Sportages.”

Watch below to see iSportconnect TV’s interview with Mark Hopkins, Kia Motors UK Marketing Director, speaking about the deal:

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Tempur-Pedic have announced an agreement through 2016 that makes the leading bedding provider an official sponsor of the PGA Tour.

Through the relationship, Tempur-Pedic will receive designations as the Tour’s official mattress, bedding and pillow sponsor. This represents the first national sports sponsorship for the company, one that grew from an initial advertising relationship with PGATOUR.COM in 2013.

“Quality sleep is widely recognized as a vital component for an athlete and Tempur-Pedic is clearly a leader in the field, making this an ideal relationship for the PGA TOUR,” said Tom Wade, Chief Commercial Officer of the PGA TOUR. “It is exciting for us to establish a sponsor relationship with the leader in this category and we look forward to working with the Tempur-Pedic team to build a program that engages our fans in a unique way.”

Tempur-Pedic offers every sleeper personalized comfort thanks to industry-leading TEMPURmaterial, which automatically adapts to support the body’s unique shape, weight and temperature.

“Golf is a game of precision played by discerning people who appreciate quality,” said Patrice Varni, senior vice president of brand marketing, Tempur Sealy. “The Tempur-Pedic customer shares these same qualities and this overlap really drove this partnership. We are excited to align with the prestigious PGA TOUR brand and look forward to mutual benefit for years to come.”

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Manchester United plc has reached a ten year agreement with German sportswear manufacturer adidas for a global technical sponsorship worth £750 million ($1.28bn).

The deal, which begins at the start of the 2015/2016 campaign, will also include a dual branded licensing deal and is considered the biggest kit sponsorship deal in the world.

“We are excited to team up with Manchester United, one of the most successful and most loved football clubs globally,” said adidas Group CEO Herbert Hainer.

“Our new partnership with Manchester United clearly underlines our leadership in football and will help us to further strengthen our position in key markets around the world.“

“At the same time, this collaboration marks a milestone for us when it comes to merchandising potential. We expect total sales to reach £1.5bn during the duration of our partnership.”

The new agreement follows after current kit supplier Nike opted out of renewing their partnership with the record Premier League winners.

Nike, who has been a partner since 2002, said: “Manchester United is a great club with passionate fans. We are proud to have partnered with them for the last 12 years and will continue to sponsor the club until the end of the 2014/15 season.

“Any partnership with a club or federation has to be mutually beneficial and the terms that were on offer for a renewed contract did not represent good value for Nike’s shareholders.

“We look forward to a successful final season with the club.”

adidas Clients Could Request New Deals

iSportconnect also spoke to Director of Star Sports Marketing, Steven Falk, about the new deal.

“This is an amazing deal in terms of the numbers, he said.

“It will be interesting to see the reaction of Manchester United’s competitors such as Bayern, Real and Chelsea who already have a relationship with adidas.

“Herbert Hainer is likely to receive several renegotiation requests very soon.

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The Breeders’ Cup have announced aviation company Sentient Jet as a new partner in a multi-year agreement. 

Sentient will be the exclusive private aviation partner of the Breeders’ Cup and the name-in-title sponsor of the $2 million Sentient Jet Breeders’ Cup Juvenile at this year’s Breeders’ Cup World Championships.

The Breeders’ Cup World Championships is Thoroughbred racing’s most prestigious international event, unhealthy consisting of 13 races and purses and awards totaling $26 million. The event takes place October 31- November 1 at Santa Anita Park in Arcadia, Calif., and will be televised on NBC and NBCSN.

The Sentient Jet Breeders’ Cup Juvenile, a grade 1 race for 2-year-old colts and geldings contested at 1 1/16 miles on the main track, will be run on Saturday, November 1. Since its inception in 1984, 23 Breeders’ Cup Juvenile winners have been voted Thoroughbred racing’s Eclipse Award Champion 2-year-old.

“We are delighted that Sentient Jet has returned as an exclusive partner supporting the Breeders’ Cup Juvenile,” said Craig Fravel, Breeders’ Cup President and CEO. “Over the years, Sentient has set the standard of brand excellence and world-class customer service in private aviation. These attributes are a perfect fit for our Championships and offer an enhanced platform of marketing and experiential initiatives in reaching the international audience of the Breeders’ Cup.”

“We are very pleased to be the Official Private Aviation Partner of the Breeders’ Cup and honored to support such an exciting and historic event that attracts the best horses, trainers and owners from across the globe,” said Andrew Collins, President of Sentient Jet. “We look forward to introducing Breeders’ Cup constituents to Sentient’s best-in-class customer service, superior flexibility of the jet card and steadfast commitment to safety.”

As part of this multi-year agreement, Sentient Jet and the Breeders’ Cup will collaborate to develop media and entertainment programs designed to support this historic horse racing event on a local and national level. Sentient will conduct hospitality events at the Breeders’ Cup and throughout the year at various Breeders’ Cup-related venues. Additionally, Sentient will provide Breeders’ Cup constituents customized private travel programs and flight services.

Additionally, Breeders’ Cup and Sentient will develop a special promotion to be announced in the fall, designated for participating owners who will be entering horses in the Sentient Jet Breeders’ Cup Juvenile.

Sentient Jet had been a Breeders’ Cup sponsor from 2008 through 2011, which included name in-title sponsorships of the Breeders’ Cup Sprint and Filly & Mare Sprint, and in 2011, the Breeders’ Cup Juvenile Sprint.

Worcestershire County Cricket Club have announced Harrison Clark Rickerbys as the Club’s Official Legal Partner, following a longstanding association with the leading law firm stretching back over twenty years.

As well as being legal partners to Worcestershire County Cricket Club, the firm has also confirmed sponsorship of Tom Fell, the team’s promising young batsman.

Jon Graham, Business Development Director at Worcestershire CCC, commented: “It’s great to have Harrison Clark Rickerbys on board as one of our Official Partners and we chose the firm as they have carried out legal work on behalf of Worcestershire CCC for a long time now, particularly over the past 2 years in which they oversaw all legal aspects of the multi million pound development here at New Road. Strengthening our connection with another major business in the City shows what we are all about and having Harrison Clark Rickerbys commit to the Club is another example of the great strides we are making as a business.”

Heath Thomas, Partner and Head of Hospitality, Leisure and Sport, commented: “We are delighted to be appointed as the Official Legal Partner of Worcestershire County Cricket Club. Hospitality, Leisure and Sport is one of our firm’s key sectors and we are very proud of our long-standing association with sports organisations. The club is a varied and fast-moving business which requires advice across diverse areas, from property to sports law.”

Manchester City have announced today a new 10-year partnership with Manchester Metropolitan University (MMU) and Manchester City Council.

The deal will include the three institutions working together for the next decade across a variety of programmes.

The wide ranging partnership will allow the organisations to share expertise in education, CSR, community relations, commercial knowledge and infrastructure development. The relationship builds on their existing strengths and will create a unique platform for elite sport development and community engagement.

Work will begin immediately to design new educational pathways for male and female City players and to develop career development programmes for MMU students. Projects in other areas will begin in the coming months.

Professor John Brooks, MMU Vice-Chancellor said: “This is an exciting relationship which reflects our shared values in the communities that we serve and build on of vision of a city of sport, health and opportunity.

“Working with an organisation like Manchester City FC will expand the university’s potential audience and allow both local and international students opportunities to improve their skills and employment outlook.”

Jon Stemp, Chief Infrastructure Officer at City Football Group, said: “MCFC, MMU and MCC share a common set of values and priorities, which is what makes this partnership so special. We all believe in the value of education, as evidenced in our academy programmes and work with the Connell College, in developing good people, and in bringing world class sport to our communities.

“Manchester City has been deeply rooted in the city for more than 120 years, and the Club’s foundation for 27 years. This unique relationship allows us to continue and grow that commitment with our trusted partners.”

Sir Richard Leese, Leader of Manchester City Council, said: “The contribution to the city made by Manchester City FC and by Manchester Metropolitan University is of great significance. We look forward to seeing this long term partnership build on the existing links between some of our world-class organisations and the communities that they serve.

“Manchester is a unique tourist destination, famous for its creativity, culture and sporting heritage and this agreement will further strengthen the city’s reputation as an international sports hub.”