Omega Pharma – Quick-Step (OPQS), the pro cycling team of Mark Cavendish has announced a new partnership with the digital advertising company Radium. 

As part of the deal, RadiumOne will lend its digital equipment and social media presence to OPQS giving it immediate access to browsing and social data.

This hopes to help OPQS have a real insight into what is digitally engaging their fans.

It will also mean that the pro cycling team will be able to deliver more targeted and relevant information to their audiences which in turn will boast engagement levels.

Abeed Janmohamed, Commercial Director Europe at RadiumOne commented on the new partnership: “Cycling has a die-hard fan base with a voracious appetite for content from riders like Mark Cavendish. Using our tools will mean that OPQS will be able to connect with its audiences, wherever they are. Not only will this help with its own digital content strategies but it means it is equipped to activate sponsorships for its partners, driving real commercial value to both the team and its sponsors alike.”

Marnix Drysdale, Commercial Director at Omega Pharma – Quick-Step said: “Connecting effectively with digital audiences is a big challenge for any brand today. RadiumOne’s best in class tools bring an incredible level of granular detail about our digital audiences which we can action quickly as a team. Being able to see what content our community is engaging with the most, wherever they are, and what other topics are of interest to them is a genuine advantage when it comes to working with our sponsors. It will really help us break away from the pack.”

Leading tyre company Kumho Tyre has expanded its Australian motor sport portfolio by signing with the new Australian Sports Racer Series as exclusive tyre supplier and partner.

Kumho has been selected as the exclusive tyre supplier for the category, which will be featured at five rounds of the Shannons Nationals series this year: Mallala, Phillip Island, Winton, Sydney Motor Sport Park and Wakefield Park.

Kumho Tyre national marketing and training manager, David Basha, the Sports Racer Series provides added: “The Sports Racer Series is a great emerging category in Australia and Kumho is pleased to be the tyre supplier as it joins the Shannons Nationals series.”

“We look forward to seeing the class prosper over the coming years. It’s a great platform for affordable racing and will provide exciting battles in 2014.”

The Australian Sports Racer Series uses an aerodynamic, lightweight fiberglass shell over a semi-monocoque space frame to minimise weight with a total mass of just 430kg for the exciting race cars.

The Sports Racers are powered primarily by Kawasaki and Suzuki motorcycle engines and are capable of reaching 100km/h in just 2.6 seconds with a top speed of more than 260km/h.

“For powerful and lightweight cars, traction is critical for performance,” said David Basha.

“The Kumho Ecsta tyre which will be used for the Sports Racers has proved to be extremely successful in the Australian Formula 3 Championship and is more than capable of handling the forces the Sports Racer cars will demand of them.”

Kumho is currently the sole tyre supplier to the Australian Formula 3 Championship and V8 Touring Cars as well as the ECB Australian Rally Championship.

“We have a strong involvement in Australian motorsport and we look forward to a long involvement with the Australian Sports Racer Series,” David said.

GT Radial has been announced as the official tire supplier for Formula DRIFT and will make its debut at round 1 of the series, cheap  April 4-5 at the Toyota Grand Prix of Long Beach Street Course.  

The Champiro SX2, erectile introduced recently to North America, was developed for driving enthusiasts who want higher levels of traction, response and driving control in dry and wet conditions.  The Champiro SX2 has already experienced considerable success in Formula DRIFT Asia, with drivers such as Josh Boettcher from Australia who placed 3^rd overall in the 2013 championship.

“As the premier North American professional drifting competition with a very large and growing fan base, Formula DRIFT is an ideal platform for demonstrating the technology and performance of the GT Radial brand to North American drivers,” saidArmand Allaire, vice president of marketing for Giti Tire USA, which markets and sells GT Radial tires in North America.

“Having seen the successes of GT Radial in the Asia Championship, we are excited to see them partner with us in the Formula Drift PRO Championship,” stated Jim Liaw, president and co-founder of the series. “We celebrate diversity and competition in Formula DRIFT and GT Radial will now be the 8^th tire manufacturer to chase for the 2014 Championship and Tire Manufacturer Championship.”

Cooking brand Malbuner has agreed to sponsor ice hockey’s Spengler Cup after securing a deal with IMG Schweiz, pills the Swiss arm of IMG.

The deal sees Malbuner, ampoule  a popular brand made by Ospelt / Liechtenstein, stomach acquire the last available package to become an official sponsor of the competition, securing a comprehensive advertising package which includes the company’s logo appearing on team jerseys, as well as on the ice and around the perimeter in the stadiums. It will also be visible on all Spengler Cup tickets and other means of tournament communication.

Rolf Huser, Sales Director at IMG Schweiz, the exclusive marketer of the competition, said: “Malbuner and the Spengler Cup represent similar values, such as Swiss quality, tradition and, at the same time, innovation. The perfect partnership, as it were.”

Peter Luder, Chief Executive Officer of Malbuner, said: “Tradition binds us together. After more than 20 years, we look forward to being at this major sporting event once again. Malbuner means as much to the Swiss who appreciate fine speciality meats, as Davos and the Spengler Cup mean to the sport of ice hockey.”

The 88th Spengler Cup, which was first played in 1923, will be held in its traditional home of Davos from 26-31 December 2014. 

The Auckland Marathon has revealed Asics have signed on as official footwear and apparel sponsor in a five-year deal.

Asics has announced a five year sponsorship partnership with the Auckland Marathon, joining the event as the official footwear and apparel sponsor.

The leading technical running brand has long been associated with international running events and this latest announcement further adds to Asics’ partnerships with high profile marathons around the world, says Asics New Zealand Manager Greig Bramwell.

“The new agreement with the Auckland Marathon team rounds off a truly international association with world class events for Asics which already includes sponsorship of the New York, Paris, Tokyo, Los Angeles, Sydney, Gold Coast and Melbourne marathons,” says Bramwell.

“We are thrilled to join the highly professional team behind the Auckland Marathon and share the ASICS experience with the thousands of runners who participate in New Zealand’s premier road race.”

Auckland Marathon Managing Director Stephen Brown added: “Our runner experience is always our number one priority so it’s fantastic to have Asics, the brand that is synonymous with running throughout the world, join us in continuing to grow the Auckland Marathon.”

The Auckland Marathon will take place on 2 November.

The Irish Grand National at Fairyhouse will have a new sponsor on board with Bookmakers Boylesports coming on board. 

The April 21 event will this year have a prize fund of 250,000 euro and was won 12 months ago by Liberty Counsel.

Fairyhouse general manager Peter Roe said: “It’s always been the ‘race of the people’ which captures the imagination of every man, woman and child in the country.

“This is also the race where the syndicate, small owner and trainer have the opportunity to come and take on the most famous names in the sport.”