British Athletics have announced today that Sainsbury’s has signed a new long-term deal building on their successful 2012 Paralympics partnership. 

Extending an existing partnership between Sainsbury’s and British Athletics, Para-athletics will continue to play a starring role in the indoor and outdoor athletics calendar with the retailer continuing as the partner of the major event series. 

The four year deal sees the retailer become the Major Event Series partner, extending the successful relationship that enabled British Athletics to stage the award-winning 2013 Sainsbury’s Anniversary Games in London’s Olympic Park.  The British Athletics Major Event Series includes both indoor and outdoor Grand Prix meetings and British Championship events, starting with the Sainsbury’s Glasgow International Match on Saturday 25th January. 

The deal will also support and sponsor the Great Britain and Northern Ireland Para-athletic team, whose stars include Paralympic and IPC World Champions Jonnie Peacock and Hannah Cockcroft as well as driving the search for future stars. 

Justin King, Sainsbury’s CEO, said: “Our involvement in the Paralympics Games and Sainsbury’s Summer Series has clearly showed the power that sport has to unite and inspire budding athletes of all ages and abilities. 

“Our partnership with British Athletics and support for the Great Britain and Northern Ireland Para-athletic team is a natural way of building on our commitment to profile disability sport and encourage more active lifestyles – and perhaps we’re helping launch the stars of the future through the British Athletics talent and sport introduction days.” 

Chief Executive of British Athletics, Niels de Vos added: “Working with Sainsbury’s last year enabled us to stage the first ever IPC Grand Final and to create the world’s most successful athletics event of 2013, the Sainsbury’s Anniversary Games, selling 180,000 tickets in 75 minutes. 

“We are delighted and excited that Sainsbury’s will be our long term Major Event partner, bringing their retail and marketing expertise to the promotion of athletics, the British Team, and grass roots Para-athletics. 

“Sainsbury’s are the fourth core partner to join British Athletics alongside BBC, Nike and The National Lottery, demonstrating the continued appeal of athletics within the UK sponsorship market.”

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Callaway Golf Company has announced it has signed 24-year old PGA TOUR professional Harris English to join its ambassador program.

Playing Callaway and Odyssey equipment in this week’s Hyundai Tournament of Champions in Maui, English is coming off a breakout season where he clinched his first PGA Tour win with a clutch performance at the FedEx St. Jude Classic, and then backed that up with another win at the OHL Classic at Mayakoba.

“I’ve been really happy with the new Callaway clubs. And the team at Callaway has been fantastic,” said English shortly before leaving the US for Hawaii. “In a short period of time I’ve been able to take advantage of the resources they have and I’m excited about the start of the 2014 season.”

English first burst onto the scene when he won on the Nationwide Tour as a college amateur in 2011. He was a four-time All-American at the University of Georgia, and led his high school in Chattanooga, Tenn. to four state titles.

German sportswear giant PUMA has announced a new long-term partnership with Football icon Mario Balotelli.

The Italy striker becomes the latest sporting sensation to join PUMA’s family of star players and athletes that includes Usain Bolt, viagra 100mg Sergio Agüero, prescription Cesc Fàbregas, prostate Marco Reus, Radamel Falcao and Rickie Fowler.

Never out of the news for long, Balotelli wore PUMA boots on pitch for the first time last month in AC Milan’s game against Roma and in the Milan Derby. 

Mario Balotelli is a key signing for PUMA and will become a key asset in PUMA’s brand and football communication over the coming years. PUMA’s long-standing partnership with the Italian Football Association (FIGC) is another strategic focus in which the Italian Centre Forward will play a significant role.

Speaking about the new partnership with PUMA, Mario Balotelli said: “This is a great move for me. From the early conversations I had with PUMA it was clear that they understand me, my personality and my ambition. The product and marketing plans they have developed are very exciting and I will be proud to be associated with everything I have seen. PUMA’s support for the Italian National team was another instrumental reason for me signing this contract and I am sure that the coming years will bring many good things for us all.”

Björn Gulden, CEO of PUMA, commented: “Mario Balotelli is a world class football player who will become a key ambassador for PUMA as his passion, speed, agility and power make him a perfect fit for our brand. With the FIFA World Cup in Brazil ahead of us, 2014 will be an important year for PUMA. Having Mario to complement an already strong sports-marketing portfolio, he will support our new brand mission ‘Forever Faster’ which will have a significant impact for the PUMA brand.”

The Sacramento Kings have announced their first major partnership with an India-based company.

The Krrish Group will activate in Sacramento through in-arena, broadcast, and digital advertising to promote the launch of their new relationship with Jimboy’s Tacos. Krrish recently entered into an agreement with Jimboy’s Tacos involving a multi-store franchise relationship throughout India.

Since purchasing the Kings earlier this year, team owner Vivek Ranadive has directed a business philosophy coined “NBA 3.0,” which focuses on investments in technology, globalization and deep community partnerships. The Krrish partnership marks another manifestation of the 3.0 philosophy in Sacramento.

“I am thrilled that The Krrish Group shares our global vision and sees the economic potential of a partnership with the Kings,” said Ranadive. “Given the increasing popularity of basketball and the Kings in India, we hope that this will be the first of many important business partnerships from the region. As we strive to become India’s home team, we are proud to call The Krrish Group and Jimboy’s Tacos our partners.”

“The Indian consumer and retail market has literally been exploding during the last 10 years and the trend is projected to continue for many years to come, with the restaurant sector projected to grow more than double in the next 5 years,” said Prakhar Gupta, Vice President of Business Development for The Krrish Group. “With a dynamic and fast growing business portfolio, we see our partnership with Jimboy’s and the Kings as a perfect opportunity.”

“Jimboy’s Tacos and The Krrish Group believe this to be a historic moment that demonstrates unlimited possibilities,” said Karen Knudson Freeman, CEO of Jimboy’s Tacos. “We are excited to be part of Vivek’s 3.0 initiative as we begin our national and international expansion.”

The Kings expect to announce several more partnerships with Indian firms in early 2014.

Four-time major winner Ernie Els has signed a new equipment supplier with a new multi-year deal with Adams Golf that will see him use the company’s clubs and showcase the brand’s logo on his bag and headwear.

“As a player, there are many factors in something as fundamentally important as your equipment,” Els said. “Everything about Adams impresses me, starting with the enthusiasm and energy from company leadership and R&D, along with their strong products.

“I’m partnered with a company where innovation is at the heart of everything they do, where they’re always looking to push the envelope and pursue new ideas that ultimately help players of all skill levels play better.”

Els, who was under contract with Callaway Golf through the end of last year, spent time testing two different golf balls late in the season — Titleist’s Pro V1x and TaylorMade’s Lethal — leading many to wonder if the South African was going to make a move during the offseason.

According to a recent post on Adams Golf’s website, Els confirmed “he’s working hard to finalize the configuration and exact specs of my set, focusing specifically on the [Adams] Tight Lies fairway metals and XTD irons and hybrids.”

Dafabet, an online gaming service provider, has agreed to title sponsor Snooker’s most prestigious invitation tournament, The Masters, for the first time this season.

The Dafabet Masters runs from January 12 to 19 at Alexandra Palace in London and features the world’s leading 16 players, including defending champion Mark Selby, World Champion Ronnie O’Sullivan, world number one Neil Robertson, Chinese ace Ding Junhui, Judd Trump, John Higgins and many more. 

The players will be chasing a top prize of £200,000 in the BBC-televised tournament, which will also be broadcast live in 68 countries with highlights coverage in seven others.

World Snooker Chairman Barry Hearn said: “We are delighted to bring Dafabet on board as title sponsor for what is one of the highlights of the sporting calendar. The Masters has such a special feel to it because it’s an elite field and the tournament has a rich history going back to 1975. 

“Dafabet sponsored the Players Tour Championship Grand Finals last season so they are aware of the massive global audience they can reach out to through snooker. The Masters will provide tremendous worldwide exposure for their brand. 

“I’m looking forward to experiencing the incredible atmosphere at Alexandra Palace and working alongside the Dafabet team at this outstanding event.” 

Dafabet Managing Director of online betting and gaming, Dimitris Karatzas, said: “We’re very proud to be title sponsor of such a recognised and traditional event of the sporting year. We are all looking forward to what is bound to be a tournament of the highest quality that will be viewed worldwide, such is the following of Snooker.” 

John Cruces, Head of sports marketing and sponsorships at Dafabet, added: “2014 is going to be a huge year for sport, sponsoring the Masters is a great way for us to kick the year off. It’s a genuine pleasure to be working with the World Snooker team again.”

Nike has extended its partnership with french Ligue 1 club Paris Saint-Germain that will begin from the start of 2014-15 season and run until at least the 2021-22 campaign. 

Nike and Paris Saint-Germain have been partners since the 1989-90 season. All match day performance kit, training wear will continue to be designed by Nike.

“We’re delighted to confirm the continuation of our partnership with Paris Saint-Germain,” said Trevor Edwards, Nike Brand President. “We began working with the club almost 23 years ago and there has never been a greater potential for the partnership than there is today. The club is one of the most ambitious, forward-thinking and innovative teams in sport and we look forward to the future.”

Nasser Al Khelaifi, President of Paris Saint-Germain added:”We are very proud that Nike, a highly demanding and selective partner and the number one sport company in the world, has chosen to continue the adventure with us. This proves they believe in our ambitions. Paris Saint-Germain has now clearly become a member of the very exclusive club of major world teams and players that Nike wishes to accompany.”