MLB Inks New Official Laundry Detergent Partner

Major League Baseball Properties (MLBP) and Church & Dwight announced today a multi-year sponsorship agreement making ARM & HAMMER and OxiClean the Official Laundry Detergent and Stain Remover of MLB.

This marks the largest sponsorship deal for Church & Dwight and the first-of-its kind for MLBP across several categories including fabric, pet and oral care.

The multi-year sponsorship agreement includes use of MLB logos, official sponsorship status, and team relationships. Additionally, families will be directly engaged on-site at select MLB ballparks throughout the regular season and at signature MLB events including the All-Star Game and World Series.

Church & Dwight’s team partners will include the New York Yankees, Minnesota Twins and Cincinnati Reds. As a sponsor, activation will be supported by MLB-themed national advertising campaigns, retail display opportunities and a national consumer sweepstakes for chances to win MLB merchandise, game tickets and a new car. Additionally, Church & Dwight will offer licensed products in the Oral Care category.

“This partnership allows us to combine the power of two great American icons to reach families in a new way,” said Jim Craigie, chief executive officer of Church & Dwight. “Whether young or old, player or spectator, baseball is a sport inextricably linked with having fun and getting dirty- and no brands can better solve for the getting dirty aspect than ARM & HAMMER™ and OxiClean™.”

“The Church & Dwight family of brands are leaders in their respective industries and have a proven track record of being popular among the same families that fill our ballparks in record numbers each year,” said Tim Brosnan, Executive Vice President, Business, Major League Baseball. “We are proud that they have chosen Major League Baseball for the most significant sports sponsorship in their company’s long history.”

Church & Dwight’s relationship will extend to Major League Baseball’s “Breaking Barriers” program to which they will make an annual donation of $150,000 from 2014 to 2016.

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LPGA’s Kraft Nabisco Championship Announce Airweave as New Sponsor

airweave, arthritis the top-selling brand for premium bedding toppers in Japan, has become an official sponsor for the Kraft Nabisco Championship.

The Kraft Nabisco Championship is one of the five major championships on the LPGA Tour and has established itself over the past 43 years as one of the most prestigious events in all of women’s sports.

airweave will provide the top 115 professional women golfers from around the world including the top amateurs and future stars, with a high quality sleep experience by supplying each with one of its highly resilient bedding toppers for use throughout their stay.

As a part of its sponsorship, airweave will supply each golfer with a custom designed portable topper “airweave portable DUAL MODE”. This special topper provides a different level of firmness on each side. Golfers can choose one side or the other, depending on their body’s current physical condition.

The Championship is scheduled for April 3–6.

VaporBrands to Support NASCAR’s Jeb Burton at Martinsville Speedway

ThorSport Racing driver Jeb Burton has secured a new sponsorship deal with VaporBrands.

The new deal will include the Kroger 250 NASCAR Camping World Truck Series race at Martinsville Speedway. 

“Having VaporBrands and its VAMP e-cig colors back on our Tundra at Martinsville is a big deal for me and ThorSport because of the way our organization runs there and the incredible fan support I have at my home track,” said Burton, a native of nearby Halifax, Va. “We’re looking forward to getting our short-track Tundra out there and showing everyone what we can do with it.”

Because two of the drivers that finished in front of him are not registered for points in the NCWTS, Burton heads to Martinsville fifth in the championship. That’s three positions behind Sauter, who was third at Daytona and five spots in front of Crafton, who finished 13th.

“I’m coming to Martinsville with a new team and a new crew and we have to get our notebooks on the same page, if you will,” Burton said recently. “But ThorSport as an organization has a great track record here, and that counts for a lot, too.

ThorSport is still trying to locate additional sponsorship for Burton to enable his team to potentially run the full, 22-race schedule. Burton finished fifth in the 2013 championship, the highest-placed rookie contender, but was second in the Truck Series’ Rookie of the Year race. 

“Mr. and Mrs. Thorson (Duke and Rhonda, team owners) have given me a great opportunity and I appreciate everything they’ve done for me and my family,:” Burton said. “We’re doing everything we can to find additional sponsorhip and the most important thing is for us to keep running good.

“Dennis (Connor, three-time NCWTS champion crew chief) and the guys have been working hard on our Tundras and I have no doubt the piece we unload at Martinsville will be a good one. It’s huge for me to come to my home track fifth in points, with a brand-new race team — that’s like a win already.”

QIPCO Holding to Sponsor Irish Champion Stakes

The Irish Champion Stakes will have a new sponsor after QIPCO Holding agreed a three-year deal with Horse Racing Ireland to sponsor the event.

The mile-and-a-quarter Group One, run at Leopardstown on September 13, is the feature race on day one of the new Irish Champions Weekend.

The prize-fund for this year’s QIPCO Irish Champion Stakes will be 1,000,000 euros up from E750,000 in 2013.

QIPCO is already a major sponsor in the UK, backing British Champions Day at Ascot and other feature races including the 2000 and 1000 Guineas.

QIPCO Holding director Sheikh Fahad Bin Abdullah Al Thani said: “The deal builds on our existing ties and investment in Ireland via the horses in training we have there under the banner of Qatar Racing, a subsidiary of QIPCO Holding.

“Sponsorship of the Irish Champion Stakes compliments our portfolio of interests in Britain, which include the key middle-distance championship races at Ascot, the King George and the QIPCO Champions Stakes on British Champions Day.”

HRI chief executive Brian Kavanagh said: “The Irish Champion Stakes is one of the most important races in the international flat racing calendar.

“With the involvement of QIPCO it can become the first leg of a ‘Triple Crown’ of European Championship races, followed by the Qatar Prix de l’Arc de Triomphe at Longchamp and the QIPCO British Champions Stakes at Ascot in October.”

Liberty University to Sponsor JR Motorsports’ William Byron

Liberty University has signed with William Byron to sponsor the No. 9 Late Model Stock car he is driving for JR Motorsports.

The school will receive primary branding on the No. 9 late model as Byron competes regionally in the NASCAR Whelen Series for JR Motorsports this season.

“We welcome this opportunity to partner with William Byron, order a young man who possesses the skills and values to become a champion, sales not only on the racetrack, but personally and professionally as well,” said Jerry Falwell, President of Liberty University.

Byron is in his first season with JR Motorsports. He joined the late model program in January after a 2013 U.S. Legends Cars debut that featured 33 wins and a Young Lions Division national championship. So far this year, the 16-year-old sophomore at Charlotte (N.C.) Country Day School has finished second in two late model races at Hickory (N.C) Motor Speedway.

“I am proud to represent such a fine university,” said Byron. “Liberty University provides a number of opportunities both on campus and online to accommodate those seeking a higher education. I understand the importance of balancing my education and passion for racing, that’s why this is a perfect partnership. In addition to representing Liberty on the track in my JR Motorsports car, I look forward to enrolling in my first online college class this summer.”

“William, like so many of Liberty’s students, has applied skills developed and refined through virtual educational technologies to achieve practical success,” said Falwell. “Liberty is honored to spread the word about its unique educational opportunities while partnering with this rising star of racing.”

Puma Renews Chesterfield FC Supply Deal

English League Two team Chesterfield FC have announced a new long-term contract extension with global sports brand Puma  

The agreement sees Puma continue as the club’s official supplier and licensee partner of replica merchandise.

Puma have supplied the club with their technical and replica kit and training wear for the last two seasons and the extension will see them continue to do so for the 2014/15 season and beyond.

Chesterfield director Ashley Carson said: “After two successful years with Puma, we are delighted to announce that the relationship is being extended.

“In the period we have been working together, Puma have supplied us with fantastic kits and training wear, which have been incredibly popular with fans and players alike. This is more great news for the club in what has been a successful season on and off the pitch.”

Ruth How, marketing director of Puma UK, added: “Chesterfield’s success in their division – and in the Johnstone’s Paint Trophy this season – is just rewards for a club that is central to their community.

“We’re delighted to be able to extend our contract and continue supplying kits as the team looks to cap off a fantastic year by securing automatic promotion to League One. We wish the club the best of luck for the remainder of the season.”

Detroit Tigers Inks Sponsorship Deal with AAA Michigan

AAA Michigan has signed a five-year sponsorship agreement with MLB’s Detroit Tigers. 

Beginning with Opening Day, AAA will have a significant brand presence on the Pepsi Porch.  The porch area is being transformed from one of the most popular game-watching locations within Comerica Park to the gathering place to mingle, enjoy exclusive amenities and watch the game action on the field.

Brent Stahlheber, Chief Brand Officer, AAA Michigan/ The Auto Club Group, said, “This sponsorship with the Detroit Tigers was a natural extension of the new, well-received brand campaign which AAA launched earlier this year.

“With the backdrop of Detroit skyscrapers and a camera-friendly location, our iconic AAA brand will have even greater visibility for those in the park and those watching on TV,” Stahlheber added.

“This is a great next step to the partnership we’ve enjoyed with AAA in recent years, including our teen driving safety program,” said Steve Harms, Detroit Tigers’ Vice President of Corporate Partnerships.  Harms added that the new deck will open to all fans and will offer enhanced entertainment value with spectacular field views.

MLB’s Andrelton Simmons Inks Endorsement Deal with Mizuno

Atlanta Braves shortstop Andrelton Simmons has signed a multi-year partnership with Mizuno USA who will be the official glove provider for the Major League Baseball player.

“I’ve always known Mizuno as a brand that delivers only the highest-quality products, and I am excited to become a member of the family,” said Simmons. “Mizuno bestows a strong personal commitment to its players and our success,and that was evident to me from start.”

Simmons brings yet another high-caliber shortstop to Mizuno’s growing roster of professional athlete ambassadors. The select group of shortstops includes Jimmy Rollins of the Philadelphia Phillies, Ian Desmond of the Washington Nationals and Jose Iglesias of the Detroit Tigers.

“In a short time Andrelton has quickly earned a reputation as one of the game’s brightest young shortstops in the major leagues, and this is only the start for this budding young talent,” said Steve Mikolajczak, Team Sports Division Brand Manager, Mizuno USA. “Not only will Andrelton put our product to the test and represent the brand well on the field, he will be a great resource to help us shape future baseball glove technology to come.”

Aegon Extends Shirt Sponsorship of Ajax for Further Six Months

Life insurance brand Aegon have extended their shirt sponsorship deal with Dutch soccer giants, Ajax for a further six months until December 31, 2014.

The one-time renewal was intiated as the Eredivisie club longs for a long term sponsor to fill the role.

The extension of the head sponsorship and the shirt sponsorship – is estimated to be worth 3 million euros. After that, Ajax will remain on as a regular sponsor until June 30, 2017. There is also an option for an extra year, until June 30, 2018. 

Edwin van der Sar, Ajax’s marketing director: “Aegon is helping us a lot with this extension, because we need more time. Now, we can go on with some peace of mind.”

Marco Keim, CEO of Aegon Netherlands: “We’ve been connected to Ajax since 2008 as the head sponsor, and have achieved good results. It’s valuable to us that a good successor is found, that’s why we are committing to this extra six months as head sponsor.”

Superbowl Champion Derrick Coleman Becomes Ambassador for Starkey Hearing

Starkey Hearing Technologies has announced Seattle Seahawk and Super Bowl XLVIII champion Derrick Coleman as a new company ambassador.

Coleman, pharmacy order a wearer of Starkey products since beginning his career in the NFL, was recently the first to be fit with Halo, Starkey Hearing Technologies’ new Made for iPhone Hearing Aids.

As part of the new partnership, Coleman will be an advocate of Starkey’s power products, which are specifically designed for those with severe-to-profound hearing loss.

A hearing aid wearer since childhood, the 23-year-old Super Bowl champion’s story captured the attention of the world when a commercial about his life’s journey to the NFL went viral, amassing well over 22 million views. Watch below:

In February of 2014, and the day before becoming the first deaf Super Bowl champion, he helped fit more than 100 New Yorkers with free hearing aids on behalf of Starkey Hearing Foundation.

“I’m thrilled to partner with a company like Starkey Hearing Technologies,” exclaims Coleman. “Through Starkey’s work of providing better hearing technology to people like me, or by giving the gift of hearing to those in need around the world, the work Starkey is doing inspires me.”

“Derrick has served as an inspiration to so many people around the world,” said Brandon Sawalich, Senior Vice President at Starkey Hearing Technologies. “We are excited to partner with Derrick — and together we can help show others with hearing loss the amazing possibilities that await them.”