David Beckham Partners with Diageo to Launch New Scotch Whisky

Sports icon David Beckham has announced a partnership with Diageo and British entrepreneur Simon Fuller to launch Haig Club Single Grain Scotch Whisky

Working alongside Diageo, Beckham and Fuller will play a fundamental role in developing the brand, its strategy and positioning. David Beckham will also lead the promotion of a responsible drinking programme for Haig Club, which is at the heart of the brand.

David Gates, Diageo’s Global Head of Premium Core Spirits, commented: “Whisky is experiencing a continued global renaissance and like many of the world’s most respected whisky experts, we believe this will be the year that grain whisky breaks into the mainstream and gains the recognition it deserves. Diageo has a proven track record in Scotch Whisky innovation and we have applied this expertise through the House of Haig in liquid development and craftsmanship, creating a sophisticated new whisky in Haig Club.

“David Beckham and Simon Fuller are renowned for breaking boundaries and shaking up markets in every sector in which they work. We are immensely proud to partner with them on our first large scale grain whisky innovation.”

Beckham commented: “The House of Haig has a rich history and I’m proud to be working at the heart of a home-grown brand which has built an incredible heritage over 400 years. Working closely with Diageo, we look forward to collaborating on Haig Club, valuing and treasuring the Haig traditions while reinventing this whisky for years to come.”

Simon Fuller said: “This is a long term commitment. It is important to us that we create something unique and of great quality. With Haig Club we have an opportunity to push boundaries and help shape how Scotch will be perceived in the future, it’s an exciting proposition. We could not wish for a better partner than Diageo.”

Syl Saller, Diageo’s Chief Marketing Officer said: “We see this launch as a terrific accelerator for the whole sector, and one that really strengthens whisky’s position as the most vibrant spirits category.

“Consumers are constantly searching for new and different tastes and experiences and they are especially excited by those that come from authentic, heritage brands. And Haig Club certainly ticks those boxes. Throughout his career, David Beckham has been at the forefront of emerging trends and rewritten the rules of what it means to be a modern sportsman and businessman, and we are pleased he has decided to turn his hand to Scotch.”

World Cup Sponsor AGC Signs Luis Figo as Ambassador

AGC, ampoule a world-leading supplier of glass, find chemicals, generic ceramics and other high-tech materials and components, today announced the appointment of Luís Figo as the ambassador of its official glass roof for player benches for the 2014 FIFA World Cup Brazil.

The company also launched today its campaign website, featuring the Portuguese football legend.

“I’m thrilled to be appointed as the captain of this campaign to promote this unprecedented project designed to bring new-found excitement and drama to fans and players alike at the 2014 FIFA World Cup Brazil™”, said Luís Figo. “I am eagerly awaiting the unveiling of this glass roof for player benches scheduled for April 23rd in Brazil”.

Known as a member of Portugal’s “Golden Generation”, Luís Figo has enjoyed an illustrious career in which he was named 2001 FIFA World Player of the Year, and won the UEFA Champions League in 2002 with Real Madrid, among many other notable achievements. 

“Luís Figo is an internationally renowned superhero whose attractive performances have long captivated a global audience”, says Kazuhiko Ishimura, President & CEO of AGC. “In our products, we hope to convey the same characteristics and qualities found in his global endeavors and contributions, and for this reason, we chose Mr. Figo to be our ambassador.”

Cleveland Indians Announce ShoreTel Partnership

Major League Baseball’s Cleveland Indianshave selected ShoreTel, the leading provider of phone systems and unified communications (UC) solutions, for its downtown Progressive Field stadium, front office, call center operations and spring training facility in Goodyear, Ariz. 

The ShoreTel unified communications platform is displacing an Avaya PBX to bring improved communications for staff and fans.

Working closely with ShoreTel Gold Partner Teletronics, the team purchased the ShoreTel IP-PBX solution with integrated unified communications, ShoreTel Enterprise Contact Center, ShoreTel Microsoft Dynamics CRM Integration, ShoreTel Conferencing, ShoreTel Mobility and several ShoreTel Dock units. When fully installed, the system will support 900 phones, with 125 users on mobility, and will reduce the team’s projected cost by more than 50 percent.

“When our old contract was expiring, we decided to shop around for a new UC system, and with the guidance of Teletronics, ShoreTel quickly became the clear choice,” said Whitney Kuszmaul, director of IT at the Cleveland Indians. “Ease of use of the ShoreTel system was a huge factor in our decision – everything was cumbersome and complicated with our previous phone system! ShoreTel Mobility was another differentiator. It puts us light-years ahead of where we were before. In addition, the system’s ability to grow with us as we expand was an important consideration.”

“ShoreTel’s integration with Microsoft Dynamics CRM provides easier access to information, with screen pops and straightforward call routing, which means we can deliver an even better experience to our fans,” added Kuszmaul.

“The Cleveland Indians are leveraging the benefits of ShoreTel’s integrated communications system and applications to improve employee productivity whether they are in the office or a remote location,” said Mark Roberts, chief marketing officer at ShoreTel. “ShoreTel enables the team to having winning technology.”

Chipita Becomes Official Snack of 2014 Turkish Airlines Euroleague Final Four

Euroleague Basketball are gearing up to the Final Four in Milan by announcing today a new partnership with leading baked goods company Chipita.

The brand will be an official partner of the Turkish Airlines Euroleague Final Four beginning with this spring’s 2014 edition in Milan, Italy from May 16 to 18.

The new global partnership agreement between Euroleague Basketball and Chipita makes the 7DAYS brand the Official Snack of the Final Four.

7DAYS products are already present in more than 65 countries. 7DAYS is a well-established brand in most of the markets where the Turkish Airlines Euroleague is also strong, allowing for a synergistic sharing of objectives between the two companies.

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“Euroleague Basketball welcomes Chipita, one of the biggest food companies in  Europe, to our family of our global partners,” Mr. Jordi Bertomeu, Euroleague Basketball President and CEO, said. “Chipita is a company with a strategic development plan with many similarities to our own and in key markets of common interest. I firmly believe that the 2014 Turkish Airlines Euroleague Final Four in Milan is a unique opportunity to set a solid foundation for future initiatives between us.”

“It’s an honor for us to be global partners of Euroleague as we share the same core values,” Mr. Spyros Theodoropoulos, CEO Chipita S.A., said. “Basketball, and especially the leading event of the Final Four, can be well associated with our 7DAYS products, which have a big brand awareness in most European countries. I strongly believe that this partnership can be beneficial for both sides.”

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Ford Becomes Official Automotive Partner of IMSA

US automobile manufacturer Ford has secured an agreement with the International Motor Sports Association (IMSA) to be the Official Automotive Partner of IMSA, the TUDOR United SportsCar Championship and the Continental Tire SportsCar Challenge.

As part of the partnership, an EcoBoost-powered Ford Taurus SHO will be the “Official Safety Car” for Saturday’s Tequila Patrón Sports Car Showcase at Long Beach. 

“When you see the Ford EcoBoost Riley prototypes racing, you’re truly seeing Ford Motor Company’s latest technology proven on the race track,” said Jamie Allison, director of Ford Racing. “That’s why the TUDOR United SportsCar Championship is an important platform for Ford Racing and Ford. Racing the technology supports the development of production vehicles consumers drive every day, and vice-versa.” 

In addition to the TUDOR Championship program, five Ford Mustang Boss 302Rs compete in the 2014 Continental Tire Challenge. Ford has 38 victories and 22 pole positions in Continental Tire Challenge competition. 

“Ford’s multi-year commitment to IMSA and the TUDOR Championship is another very important partnership for us,” said IMSA Vice President, Marketing David Pettit. “Likewise, Ford has enjoyed a long and successful history with its iconic Mustangs in the Continental Tire Challenge. Both series allow Ford to showcase its impressive technology – which transfers directly to its consumer products – benefitting all involved in this partnership.”

Bass Pro Shops to Sponsor Richard Childress Racing’s Austin Dillon for Two Races

Bass Pro Shops have joined Richard Childress Racing as a primary sponsor of Austin Dillon’s No. 3 Chevrolet SS at Talladega Superspeedway and Daytona International Speedway.

Bass Pro Shops first began its association with RCR and its No. 3 Sprint Cup Series car in 1998 with an associate sponsorship of the GM Goodwrench Chevrolet Monte Carlo made famous by seven-time Sprint Cup Series champion Dale Earnhardt Sr.

“All of us at Bass Pro Shops are excited about continuing our friendship and business relationship with our long-time friend Richard Childress and sponsoring Austin Dillon during his rookie season in the Sprint Cup Series,” said Bass Pro Shops founder Johnny Morris. The No. 3 car is where we got our start so it’s great to see it back in action.”

A longtime motorsports supporter, Bass Pro Shops’ association with Dillon dates back to 2010, when the company partnered with RCR for Dillon’s first foray into fulltime NASCAR competition with sponsorship of the No. 3 Bass Pro Shops Chevrolet in the NASCAR Camping World Truck Series. The Bass Pro Shops/Dillon duo earned the Camping World Truck Series Championship in 2011 and Bass Pro Shops was also partners with Dillon and RCR in the NASCAR Nationwide Series.

“Johnny Morris and everyone at Bass Pro Shops have been alongside me for a majority of my racing accomplishments,” said Dillon. “I have photos of a giant Bass Pro Shops logo on the hood of my first Bandolero car when I was just starting out racing. They’ve been featured on my dirt late model and Bass Pro Shops was the primary sponsor of my truck when we won the NASCAR Camping World Truck Series Championship. I have countless memories of growing up hunting and fishing with Johnny and his son, John Paul. They are true friends so it means so much that they can be a part of my rookie season in the NASCAR Sprint Cup Series, especially at tracks like Talladega Superspeedway and Daytona International Speedway that have so much history with RCR.”

Pro Taper Named Official Handlebar of GEICO EnduroCross Series

GEICO EnduroCross has announced a partnership with Pro Taper, ed the industry leader in innovative hard part manufacturing, generic as the official handlebar of the GEICO EnduroCross Series.

As the official handlebar, doctor Pro Taper supports the talented EnduroCross competitors through their line of premium hard parts products built to take on the demanding race conditions in stride. Once again, Pro Taper brings the extremely popular Pro Taper Foot Race to the EnduroCross night program. 

The highly popular intermission event gives lucky fans an up-close and personal look at what it’s like to race on the world’s most challenging off-road courses. And the fans in the seats get an entertaining, wild show. 

“Pro Taper is proud to be the official handlebar of EnduroCross for the seventh straight season,” said Pro Taper’s marketing manager, Paul Perebijnos. “The challenging obstacles and intense racing action are a great platform to showcase Pro Taper’s line of innovative and durable products. And the Pro Taper Foot Race is icing on the cake for the lucky fans that get on the track to battle it out on foot over the same course the pros are racing on.” 

“EnduroCross values partnerships and our relationship with Pro Taper provides an incredible combination of industry power and entertainment,” said Lance Bryson, Director of Sales and Marketing for EnduroCross. “You won’t find a more dedicated handle bar company to racing and you certainly won’t find a more entertaining intermission race than the Pro Taper Foot Race.”

Force India Announce Partnership with Gatorade Following Strong Bahrain GP Finish

Rising Formula 1 team Sahara Force India have announced today Gatorade UK, the sports performance nutrition specialists, as an official supplier of the team.

By linking up with the Sahara Force India Formula One team, Gatorade’s product range will keep the drivers, mechanics and engineers hydrated while performing at their peak.

Otmar Szafnauer, Chief Operating Officer of Sahara Force India, said: “To be successful in Formula One, you have to optimise every area of the team, especially human performance. That’s why our relationship with Gatorade is an important step for Sahara Force India and we look forward to benefiting from their expertise as a leading sports fuel supplier. Thanks to Gatorade’s wide range of products, we can provide all team members with the proper hydration and nutrition to help them perform.”

Gatorade UK Marketing Manager Alex Armstrong added: “We are extremely pleased to join up with Sahara Force India and are looking forward to an exciting first season working together. Their recent podium in Bahrain shows the team is ready for even greater success and, in Nico Hulkenberg and Sergio Perez, they have one of the most exciting driver partnerships on the grid. We wish them both every success in 2014.”

Force India have been the surprise outfit of 2014 with strong starts from drivers Niko Hulkenberg and Sergio Perez culminating in a podium for Perez in Bahrain last weekend.

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Rheem to Sponsor James Buescher for 2014 NASCAR Nationwide Series

Rheem Manufacturing Company, announced today that their Ruud brand will sponsor the No. 99 Toyota Camry driven by James Buescher for several races during the 2014 NASCAR Nationwide Series (NNS) season.

The first race to debut the special Ruud paint scheme on the No. 99 will be at Darlington Raceway on April 11. Ruud, a member of the Rheem Manufacturing Company’s family of quality brands, is a leading heating, cooling and water heating solutions provider in major markets throughout in the U.S. and Canada.

“The Ruud brand has been providing superior reliability to homes and businesses for over one hundred years. The Ruud reputation for engineering excellence, durability, strength and top performance has been consistently recognized by leading consumer publications as a brand that can be trusted to deliver efficient, reliable performance over the long haul. So, associating this durable brand and its proud history of top performance with former NASCAR Camping World Truck Series champion, James Buescher driving the RAB Racing No. 99 Camry is a great fit and a proud moment for our company and the Ruud brand, said JR Jones, President and CEO.

In two previous NNS starts at the 1.366-mile oval, Buescher has one top-10 finish. Buescher has also competed at the Darlington Raceway in the NASCAR Camping World Truck Series in two events and has recorded two top-10s. The Texan is competing for his first NASCAR Nationwide Series championship. Through the first six events, former NASCAR Camping World Truck Series Champion is currently sitting ninth in points. 

“I’m excited to represent the Ruud brand once again this season,” said James Buescher. “Ruud is a very trusted, respected brand and to be able to carry their colors makes me proud. I am especially looking forward to the Darlington race, not only have I had some success at the track but there will be a large contingent of South Carolina Ruud contractors and Ruud distributor, McCall’s Supply in attendance. I know I will have strong support from them.”

Jerky Brand Oberto to Sponsor Tough Mudder Obstacle Series

Leading jerky brand Oberto has agreed a partnership with premier obstacle course series, Tough Mudder. 

Oberto, known for its high in protein, all natural beef jerky, is joining the Tough Mudder family to promote the Oberto America’s PROtein campaign, which urges consumers to eat well and be active. Oberto will be an experiential partner at all Tough Mudder events in North America with sampling and on-site fan engagements. Additionally, as Mudders complete an on-site fit challenge, Oberto will make donations to Wounded Warrior Project totaling $100,000.

“Partnering with Tough Mudder is a great opportunity for us to showcase our all natural jerky at events with fans looking to ‘Eat Excellent’ and ‘Be Excellent,'” said Greg Yahn, Vice President of Marketing for Oberto Brands. “The Mudders participating in these events are living active lifestyles, and those who take on the fit challenges are helping raise awareness and funds to support Wounded Warrior Project — something that is very important to us here at Oberto.”

The alliance between Oberto and Tough Mudder will highlight Oberto’s America’s PROtein campaign — a yearlong partnership between Oberto and some of the world’s greatest athletes, including Louie Vito, as well as celebrity trainer and nutritionist, Harley Pasternak. As part of the campaign, Oberto and influential athletes will come together to inform fans of the value and role of lean, all natural protein in their daily lives.

“It’s great to not only see a brand like Oberto encourage people to be active and eat well but also give generously to non-profits like Wounded Warrior Project,” said Simon Massie-Taylor, Senior Vice President of Partnerships and Brand Adjacencies at Tough Mudder LLC. “Oberto’s donation will make a significant impact on the lives touched by Wounded Warrior Project.”