British electric utility company SSE have signed a long-term agreement with AEG to secure a naming rights deal with Wembley Arena which will see the famous London landmark renamed as the SSE Arena from 1 June.

As a result of the partnership SSE customers will now be able to access advance tickets and lounge upgrades through the SSE Reward scheme.

Tom Miserendino, medicine CEO, AEG Europe commented: “Wembley is one of the world’s most iconic venues, steeped in history with some of the greatest artists having performed under its roof. Over the last few years however, the venue landscape in the UK and Europe has changed with many more venues for artists and acts to choose from. This naming-rights partnership with SSE enables us to undertake the refurbishments to restore this renowned arena.”

Will Morris, SSE’s Group MD, added: “We know entertainment is a key driver for our customers so it makes sense for us to build on our established sponsorship of The SSE Hydro and ensure more customers can take advantage of the great benefits SSE Rewards has to offer.”

Jerky brand Oberto has announced two new ambassadors today by adding former NFL Linebacker Brian Urlacher and MLS star Clint Dempsey to their ranks.

Urlacher and Dempsey will work with Oberto to encourage fans to select better-for-you snacks, get the most from nutrition and live more active lifestyles. The two will also be prominently featured in campaign creative pieces including point-of-sale and other marketing materials.

“Adding the support of Brian and Clint to our Oberto America’s PROteinmovement bolsters the brand’s presence across more sports and brings our message to more consumers,” said Greg Yahn, Vice President of Marketing for Oberto Brands. “This team of top athletes believes in inspiring people to get the most out of themselves by living active lifestyles and snacking better with All Natural Oberto Beef Jerky.”

Urlacher and Dempsey join four-time U.S. Grand Prix snowboarding champion, Louie Vito, and celebrity trainer, Harley Pasternak, on the campaign to urge consumers to ‘turn over the bag’ to check out what they’re eating. Their counsel to fans includes seeking minimally processed, all natural foods with no preservatives as well as encouraging them to live a more active lifestyle.

“I’m looking forward to helping people become more aware of their lean protein intake. As a life-long athlete, I understand the significance of protein and how important it is to snack well while training and competing,” said ChicaBrian Urlacher. “Oberto’s all natural jerky offers a convenient way for athletes to get the all-important lean protein snack while on the go.”

“Oberto’s all natural jerky provides me the protein I need to take on a tough practice and get through a match going into stoppage time,” said Seatle Sounders’ Clint Dempsey. “Protein plays an important role in my sports nutrition and when I’m looking for a better-for-me type food on the go.”

Sweetspot, a sports marketing and event company, has welcomed Velosure who has extended as a sponsor for the Tour of Britain. 

The news will see Velosure as the Official Cycling Insurance Partner of The Tour of Britain, Pearl Izumi Tour Series, Tour Ride sportives and the new Women’s Tour.
Velosure Cycle Insurance has been developed to meet the needs of all cyclists and Tour supporters who are passionate about cycling, making a logical associated with the three main UK cycling events. Velosure provide comprehensive cover at the right price, recently enhanced to include up to 45 days whilst cycling in the EU as well as cover for sportives and time trials as standard.

Ken Specter, Managing Director at Velosure commented: “We are extremely proud to have extended our partnership which now includes The Women’s Tour a fabulous addition to the cycling calendar and a real thumbs up and acknowledgement for how women’s cycling continues to progress and is now coming to the forefront alongside men’s cycling. We look forward to a successful and ongoing partnership in 2014 and are delighted that the relationship with The Tour continues to grow.”

Commenting on the increased partnership, SweetSpot Commercial Director Alastair Grant said: “We look forward to welcoming Velosure back to be a part of what is a very exciting year for us as we look ahead to the inaugural Women’s Tour in May, an event we are sure will be a successful and popular addition to the sporting calendar.”

HScott Motorsports announced today that Sherwin-Williams Automotive Finishes will sponsor the No. 51 Chevrolet SS driven by Justin Allgaier in this weekend’s NASCAR Sprint Cup Series (NSCS) race at Darlington Raceway.

Sherwin-Williams is the official provider of automotive paint and transportation finishes for NASCAR and supplies these products to HScott Motorsports as well. 

The Sherwin-Williams Automotive Finishes logo will be on the hood of the No. 51 car, while the quarter-panel will feature the Sherwin-Williams product AWX Performance Plus Waterborne Refinish System. AWX Performance Plus Waterborne basecoat is an easy-to-apply, fast drying basecoat that provides excellent color match while meeting the strictest VOC limits in North America.

“We are pleased to be on the No. 51 car at Darlington Raceway,” said Bobby Moody, Director of Motorsports for Sherwin-Williams Automotive Finishes. “We value our partnership with HScott Motorsports, and we’re looking forward to watching a Sherwin-Williams car race under the lights at Darlington.”

Justin Allgaier, who is in the running for the Sunoco Rookie of the Year award in the NSCS this season, will be making his first career NSCS start at Darlington. He has participated in five Nationwide Series events at Darlington, with two top fives, three top 10s and has led 31 laps at the 1.366-mile track.

“I’m thrilled to have Sherwin-Williams on the car at Darlington,” said Allgaier. “They are a big supporter of HScott Motorsports and NASCAR, and I can’t wait drive the No. 51 with the Sherwin-Williams colors on it at one of my favorite tracks.”

The International Motorsports Hall of Fame will be returning as title sponsor of the ARCA Racing Series presented by Menards 200-mile race at Talladega Superspeedway on Saturday, May 3.

The International Motorsports Hall of Fame 200 is part of the Aaron’s Dream Weekend (May 2-4), featuring a quadruple header.

“I would venture to say that fans will see more side-by-side racing battles and drivers swapping position on Saturday of the Aaron’s Dream Weekend than on any single day in the history of our track,” said Grant Lynch, Chairman of Talladega Superspeedway. “We have a variety of Saturday ticket options, plus kids 12 and under get in free. This year is a watershed moment for the biggest and most competitive racetrack of all, and we want all of our loyal fans to join us for it.” 

ARCA’s International Motorsports Hall of Fame 200 is scheduled to kick off the day with a 10 am (CST) start. The highly competitive race has seen young guns like Ty Dillon (grandson of Talladega all-time winning team owner Richard Childress) go to Victory Lane as well as veterans like Frank Kimmel, the series’ 10-time champion who won last year’s race.

The Fox Business Network, patient a 21st Century Fox-owned cable outlet, will sponsor pro golfer Jason Dufner.

Starting with the first practice round of the 2014 Masters Tournament, Dufner will wear the network’s FBN logo on his shirt collar. 

“Our viewers are champions of business and industry and they are interested in golf and tennis, and we saw a lot of correlation there, “ said Brian Jones, senior vice president of programming and operations at Fox Business Network. “We wanted to have an ongoing relationship with someone who is seen as an up and coming player.”

Dufner has worked the circuit for years, starting with the PGA Tour in 2004.

“You will see our brand logos on his apparel, and then we will talk to him as the season progresses about personal appearances on the channel and, obviously, social media,” said Jones, who declined to discuss how much FBN was paying in the sponsorship pact.

Unibet, pills a Swedish online gaming operator, is set to sponsor the 2014 Stockholm Marathon in Sweden.

The agreement sees the operator become one of the main sponsors of the race, with the company’s branding to be featured along the marathon route, while Unibet.se will offer special betting markets on the race.

The operator will also conduct a number of activities on race day and will offer various betting opportunities for the event.

Jonas Nilsson, a spokesman for Unibet Sweden, said: “The Stockholm Marathon is a strong brand and represents the values that we fully stand behind.

“We would like to give something back to the sport and see this as a step towards a broader and more involved role in the sport.”

“We are very pleased to have established a partnership with Unibet,” Stockholm Marathon Group representative Axel Lönnqvist commented. “Unibet are really passionate about sport in all its forms, and a market leader so we are convinced that this cooperation will benefit us both.”