Rahal Letterman Lanigan Racing Reveal Army National Guard Partnership

Rahal Letterman Lanigan Racing (RLL) have signed a new partnership with the Army National Guard, the oldest component of the Armed Forces of the United States, to be the primary sponsor of the No. 15 entry driven by Graham Rahal in the IndyCar Series.

“This is an historic day for all of us at Rahal Letterman Lanigan Racing,” said Bobby Rahal, co-owner of Rahal Letterman Lanigan Racing with CBS LATE SHOW host David Letterman and Mi-Jack co-owner Mike Lanigan. “I can’t overstate how proud and how privileged we feel to represent the men and women of the Army National Guard. This is a huge responsibility that each of us feels and we are looking forward to working with the National Guard to achieve their goals.

“And I can’t imagine a better ambassador for those men and women than Graham, as an American, driving the National Guard Dallara-Honda IndyCar,” added Bobby Rahal.

The 2014 season will mark the eighth in a top-tier open wheel racing series for the 25-year-old Rahal, who became the youngest winner in major auto racing history when he drove to victory in his first IndyCar Series race at the 2008 Honda Grand Prix of St. Petersburg at the age of 19. The following season he became the youngest pole winner at the same event – both while driving for Newman/Haas/Lanigan Racing, a team co-owned by Michael Lanigan at the time. 

The deal also ends Panther Racing’s partnership with the National Guard.

John Barnes, Panther Racing Managing Partner/CEO, said: “Panther’s partnership with the National Guard since 2008 has been an incredible privilege. We are thankful for their partnership and very proud of the work we have done together, on and off the track. It has been an honor to represent our citizen soldiers, and create friendships that will last a lifetime. 

“Panther Racing is moving forward with the options in front of us, building on current relationships, and creating new partnerships as we continue to plan for the 2014 IndyCar season.”

Atletico Madrid Star Diego Costa Becomes Adidas Ambassador

German sportswear giant adidas has announced the signing of Spanish striker Diego Costa as an official adidas ambassador. 

Over the last two seasons Diego Costa has risen to prominence as one of the hottest properties in world football and is amongst the top goalscorers in La Liga and Europe this term for Atletico Madrid.

Upon signing with adidas, Diego Costa said: “I’m delighted to sign with adidas who are the true leaders in global football. The brand has a fantastic history but they are also at the forefront when it comes to innovation, which is why I was drawn to them so much. I look forward to great success wearing adidas boots and I’m proud to join the group of other great players adidas sponsors.”

Gregory Fernandez, adidas Global Director of Player Management and Scouting said: “With Costa firing on all cylinders he has been targeted by top clubs, national sides and now by the world’s top football brand. adidas has always associated with the world’s best talent and we are very pleased to link up with Diego Costa.”

Costa will wear the adizero f50 range of boots on-pitch, joining the likes of Leo Messi, Gareth Bale and Luis Suarez.

Cineplex Becomes Official Movie Partner of Canadian Olympic Committee

The Canadian Olympic Committee have announced a partnership with Cineplex Entertainment to support its #WeAreWinter Campaign to showcase and tell the stories of Canadian Olympians on more than 1,600 theatre screens across Canada.

The new collaboration makes Cineplex Entertainment the Official Movie Partner of the Canadian Olympic Team. The one-year partnership includes three major components: a significant contribution to the Canadian Olympic Foundation through a Community Day Fundraising effort held this past November 2013; media amplification of the Canadian Olympic Team’s #WeAreWinter brand campaign over January and February 2014; and Cineplex marketing promotions, including the posting of athletes’ movie picks to Cineplex.com.

“I really appreciated the opportunity to be a part of Cineplex Community Day and was honored knowing that I could do my part to help future athletes,” said Jesse Lumsden, who will compete in men’s bobsleigh in Sochi.

As the Sochi Games approach, #WeAreWinter spots will run during the pre-show of movie screenings and in theatre lobbies. Canadians are encouraged to visit Cineplex.com/olympics, where select athletes offer their own lists of favorite movies that inspire them and their performances. 

“Cineplex Entertainment is a great partner for our #WeAreWinter campaign and Canadian Olympic Team athletes are so stoked that Canadians will learn more about what they do every day in their sport on the big screen,” said Derek Kent, chief marketing officer. “To have our Olympic athlete content playing multiple times daily on more than 1,600 screens in every province in Canada gives tremendous profile to our Olympians and gives Canadians an opportunity to connect with our athletes.”

“Cineplex is pleased to support our Canadian athletes as they strive for gold,” said Ellis Jacob, president and CEO, Cineplex Entertainment.  “We look forward to helping them tell their stories, and will be on the edge of our seat, cheering them on, as the games open in Sochi.”

PowerBar Sponsors BMC Racing Team

The BMC Racing Team announced Thursday that PowerBar will be the squad’s exclusive sports nutrition bar, buy cialis energy gel and sports drink supplier through the 2016 season.

PowerBar sports nutritionists outfitted the team with PowerBar products for use during the BMC Racing Team’s recent training camp in Spain and for the entire 2014 training and racing season. PowerBar collaborated with BMC Racing Team nutritionists to tailor PowerBar performance nutrition strategies for individual riders.

“We are proud to have PowerBar joining the other outstanding supplier sponsors of the BMC Racing Team in 2014,” BMC Racing Team President/General Manager Jim Ochowicz said. “Their lineup of quality, high-performance products will help fuel our athletes to many wins in 2014 and beyond.”

As part of the sponsorship, PowerBar branding will be featured on the team’s official water bottles and all team vehicles.

“The right sports nutrition strategy is an essential piece of equipment for any cyclist, especially those who are going head-to-head against the top riders in the world,” said Frank Jimenez, PowerBar Global Business Head. “We proudly announce our new role as the official sports nutrition supplier to BMC Racing Team’s world-class roster, and will continue to partner with team nutritionists to help each individual rider and the overall squad realize their goals this season.”

CyrusOne to Sponsor USTA’s 2014 Challenger of Dallas

Global data center services provider CyrusOne announced today that it is one of the sponsors for the United States Tennis Association (USTA) 2014 Challenger of Dallas men’s tennis event.

The tournament, herbal taking place this week, case is the first North American tennis tour stop of the year.

“This unique indoor event is the largest continuous men’s professional tennis tournament in Texas, sale and it attracts some of the finest tennis players in the world,” said Scott Brueggeman, chief marketing officer of CyrusOne. “Tennis has been one of the fastest growing major sports in the U.S. for the last decade, and we’re proud to be a part of this opportunity, located right in our own backyard.“

The Challenger of Dallas, now in its 16th year, runs from Feb. 1-8 at the T Bar M Club located in Dallas. It is rated one of the top circuit stops by the USTA, with the top male tennis professionals from over 25 countries in attendance. Former World No. 1 professional tennis player Tracy Austin will make a special appearance at the tournament on Feb. 6 as honorary host of “Pink Day,” which supports Susan G. Komen Dallas County.

CyrusOne has a strong presence in Texas, with 12 data center sites, including its corporate headquarters in the Dallas suburb of Carrollton.

JR Motorsports Announces Five New Sponsors for Kevin Harvick

JR Motorsports have added five sponsorship partners to Kevin Harvick’s 2014 NASCAR Nationwide Series race schedule. 

Headlining the partner lineup is Morton Buildings, link which will sponsor Harvick at two venues – Indianapolis Motor Speedway (July 26) and Kansas Speedway (Oct. 4). Based in Morton, doctor Ill., medicine Morton Buildings specializes in constructing high-quality, long-lasting structures ranging from farm shops, equestrian facilities, hobby buildings, garages, churches, municipal buildings, airplane hangars, custom homes, commercial structures and general storage buildings.

“We are thrilled to be expanding our relationship with NASCAR, Kevin Harvick and JR Motorsports,” said Brian Haraf, marketing manager for Morton Buildings Inc. “We are continually impressed with the fan base and the support from the teams and other sponsors.”

Four additional partners have signed one-race sponsorships for Harvick – Great Clips at Phoenix International Raceway (March 1), TaxSlayer.com at Auto Club Speedway (March 22), Tide at Richmond International Raceway (April 25) and Bad Boy Buggies at Atlanta Motor Speedway (Aug. 30). They join primaries Hunt Brothers Pizza (four races) and Armour (three races) to make up Harvick’s current 13-race schedule in the NASCAR Nationwide Series this year. JR Motorsports is working to fill out inventory for the remainder of the season with additional drivers.

“Kevin has generated a lot of interest in our racing program from new companies and our returning partners,” said Kelley Earnhardt Miller, general manager of JR Motorsports. “His excitement about the upcoming season is infectious and has really lit a fire under everyone at JR Motorsports to match that intensity with all three of our teams.”

Specializing in all-terrain vehicles for both work and recreational use, Bad Boy Buggies has been a Harvick sponsor in each of NASCAR’s top three national touring divisions since 2011. Harvick’s lone Nationwide Series victory in 2013 came with Bad Boy Buggies on his car, as he led 289 of 390 laps in a winning effort at Atlanta.

Tide, an industry leader in detergent products, began sponsoring Camping World Truck Series races for Harvick in 2010. The Bakersfield, Calif., native has taken them to victory lane twice, both at Martinsville (March 27, 2010, and March 31, 2012).

Two of JR Motorsports’ returning partners, Great Clips and TaxSlayer.com, are sponsoring Harvick for the first time but have larger sponsorship relationships with the company. Great Clips will carry associate placement on Chase Elliott’s No. 9 NAPA Chevrolet through all of 2014, and TaxSlayer.com is a cornerstone partner and primary sponsor of Regan Smith’s No. 7 Chevrolet.

ROKA Sports Sponsor 2013 Ironman Runner-Up Rachel Joyce

ROKA Sports Inc has confirmed a multi-year sponsorship with 2013 Ironman World Championship Runner-Up Rachel Joyce.

The addition of Rachel Joyce as a sponsored athlete comes hot on the heels of two key deals with Ironman 70.3 World Champ Melissa Hauschildt and a multi-year sponsorship deal with Olympic Bronze Medallist and 2 x ITU World Champion Emma Moffatt.

“I am delighted to be partnering up with ROKA for the 2014 season and beyond, unhealthy ” Rachel Joyce said. “The ROKA team have put a lot of time into developing the design of the Maverick wetsuit, and I felt this immediately when I tried it for the first time.

“The flexibility of the suit allows me to replicate my usual pool stroke, especially around the shoulders, plus it has some added features that actually enhanced my swimming. I’m looking forward to some fast swims this year with ROKA.”

ROKA VP of Sales & Marketing Ryan Dolan said, “We’re thrilled to welcome Rachel to ROKA. Rachel is a very strong swimmer and incredibly well-rounded triathlete. She’s a frontrunner in any field and with Kona in her sights again, Rachel is looking for the very best products on the market that can give her a competitive advantage.

“We’re excited to provide her with what we believe to be the fastest wetsuit and swimskin in the world and to support her training needs with our SIM short as she looks to top the podium at Kona this season and in years to come.”

Rachel Joyce hails from the United Kingdom but now lives and trains full-time in Boulder, Colorado, under the coaching of 6x Ironman World Champion Dave Scott. Joyce’s career highlights including winning Challenge Roth, the ITU Long Course World Championships, Ironman Lanzarote and multiple Ironman 70.3 events.

Smoothie King Secures Naming Rights to New Orleans Pelicans Arena

NBA franchise New Orleans Pelicans are set to announce later on Thursday a 10-year naming rights deal that will result in their home being called the Smoothie King Center.

Franchisor Smoothie King, which has 675 stores in the U.S., South Korea and Singapore, will get its logo all over the arena and have two kiosks that will serve smoothies at the venue’s events. 

“Our mission is to invest locally, regionally, nationally and internationally,” said Tom O’Keefe, Smoothie King’s president and COO. “This deal satisfies all those goals.”

The entrance will feature two 20-foot high Smoothie King cups that will be in place in time for next weekend’s NBA All-Star Game. The company’s logo will also be on the roof of the arena.

O’Keefe said the deal took a long time to put together because the company wanted to be seen as athlete-friendly.

Although the state of Louisiana owns both this arena and the Superdome, the naming rights of which were sold to Mercedes-Benz, the marketing teams of Pelicans and Saints owner Tom Benson consummated both deals.

Pelicans president Dennis Lauscha said such a deal had been a “gigantic” piece of owner Benson’s business plan since he bought the long-struggling small-market franchise from the NBA in the spring of 2012.

“Finding a naming rights partner was key to the long-term financial viability of this franchise in this market,” Lauscha said.

Team officials said there were “two or three” other candidates for a naming rights deal, but that Smoothie King’s interests seemed most aligned with the Benson’s goals of promoting the business climate in his home state.

“There’s no more perfect story to say how businesses can root themselves in New Orleans and grow,” said Rita Benson LeBlanc, Benson’s granddaughter and a part owner of the Pelicans and Saints. She added that the agreement is “a testament to how New Orleans has recovered [from Hurricane Katrina] and how Louisiana is redefining itself as an economic development engine.”

Continental Expands UEFA Sponsorship to Include International European Qualifiers

Tire manufacturer Continental has expanded their partnership with UEFA to include the European Qualifiers running from 2014 to 2017.

Continental – which is already an Official Sponsor of UEFA EURO 2016 France – now acquires a comprehensive set of rights in connection with the European Qualifiers for the forthcoming three years. The rights relate to the qualifying matches for UEFA EURO 2016 and the 2018 FIFA World Cup, ampoule and underlines Continental’s commitment to supporting football. 

This rights package offered by UEFA was made possible by the recent centralisation of commercial rights. Through the new “Week of Football” concept, discount qualifying matches will be spread over several days, giving fans the opportunity to watch more matches than ever before. This, in turn, will give Continental high visibility across the European Qualifiers matches, with a wide-reaching promotional presence including touchline advertising.

Continental becomes the third global partner for the European Qualifiers, following on from the previous announcement of the Carlsberg and Socar agreements. With the European Qualifiers due to begin in September, UEFA can expect to see other commercial partners coming on board in the coming months. 

Continental will also enjoy a significant rights package across other UEFA national team competitions, including the UEFA Under-21 Championship in 2015 and 2017, UEFA Women’s EURO 2017 and UEFA Futsal EURO 2014 and 2016. 

Commenting on the partnership agreement, Guy-Laurent Epstein, Marketing Director of UEFA Events SA, said: “It is fantastic that Continental have chosen to endorse UEFA’s newly centralised European Qualifiers platform. As a long-standing partner of the UEFA European Football Championship, this rights package provides an ideal bridge for the company to firmly establish itself across European national team football. By also coming on board as sponsor of our other national team tournaments – Under-21, Women’s & Futsal EUROs – we can now look forward to working with Continental throughout the four year cycle and providing them with a strong platform to promote their brand and engage with their target audience.”

Visy Expands Western Sydney Wanderers Sponsorship to Include Asian Champions League

A-League team Western Sydney Wanderers have announced Visy as its major corporate partner for the upcoming AFC Asian Champions League (ACL).

Already an existing partner of the Wanderers, Visy, on the back of its expansion plans into Asia and its focus on increasing its brand visibility across the broader Asian market, has increased its partnership level with the club by agreeing to feature on the front of shirt for the Club’s 2014 ACL campaign.

Visy is one of the world’s leading packaging and recycling companies and is committed to creating a better world by seeking to close the loop between recycled materials and recyclable products, produced in Australia.

Executive Chairman, Western Sydney Wanderers, Lyall Gorman said Visy’s commitment as major partner of the Wanderers 2014 ACL campaign is strong evidence of the significant commercial attraction and reach of Asia’s most elite domestic club competition and the Wanderers brand.

“The AFC Champions League marks another key milestone in the Wanderers story so far. To have such an entrenched and proudly Australian partner as Visy join us on this journey takes it to another level yet again,” said Gorman.

“This partnership further solidifies the Club’s opportunity to add significant value to a great Australian brand and simultaneously continue to develop the foundations we have put in place to firmly entrench the Wanderers and Western Sydney brands domestically and internationally through the many millions of viewers who watch this competition across Asia and the broader global football family.

“We have our sights firmly set on becoming a prominent club in the Asian region. Our first entry into the ACL competition allows us to intimately connect our members, our fans, our partners and our region to this truly unique and exciting opportunity.”

Visy General Manager, Innovation and Insights, Richard Macchiesi, said he expects the Wanderers to have great success in Asia.

“Visy is excited to partner the Western Sydney Wanderers on their journey into the ACL,” said Macchiesi.

“Just as Visy has expanded its footprint into the Asian region with great success we are confident the Western Sydney Wanderers will leave a winning mark across the games they play and exceed expectations by setting new benchmarks for Australian Football.”