Social housing providers Your Housing Group has become the new shirt sponsor for the British Basketball League’s (BBL) Cheshire Phoenix for the next two years. 

Your Housing Group owns around 1,400 properties in the Cheshire West region, and its vision of ‘transforming your lives and your communities’ is firmly rooted in its decision to support the Cheshire Phoenix team. The Group is expanding its portfolio in Chester and is currently onsite building a new extra care development on Northgate Avenue to be named Abbots Wood. 

Peter Harrison, Head of Cheshire Region for Your Housing Group, said: “Chester has been identified as a key growth area for Your Housing Group and we are already starting to build strong links in the community, and the sponsorship of Cheshire Phoenix is a part of that. It also sits alongside our commitment to promoting a healthy, active lifestyle.” 

The housing group’s logo will be placed on the main shirt as well as the away kit and warm up tops. The Group will also receive tickets to the games which will be used to reward and incentivise some of the young residents at the Group’s Foyers, which offer accommodation for vulnerable young people. 

Andrew Donaldson, Chairman of Cheshire Phoenix, said: “Your Housing Group’s community led vision makes them an ideal sponsor for the Cheshire Phoenix team. Our long term aim is to perform as well as possible on the court as well as growing as a club and engaging with the local community off it.”

Lotus F1 Team have announced Altran UK, pills | will be their new Technical Partner for the remainder of the 2013 season providing the team with specialist engineering services.

Services will be delivered by a team of Altran UK engineers who will be based on site at the home of Lotus F1 Team at the Whiteways Technical Centre in Enstone, cialis Oxfordshire. Altran has a distinguished track record in Formula 1, having previously been a technological partner of the Renault F1 Team – a previous incarnation of Lotus F1 Team – for a decade.

Patrick Louis, Chief Executive Officer, Lotus F1 Team: “We are pleased to again welcome Altran into the family of our Technical Partners. Historically, the contribution of their support has had a tremendous impact on the team’s performance, while their desire to discover and nurture engineering talent fits perfectly with our philosophy. We look forward to re-joining forces in what I am confident will be a mutually rewarding journey.” 

Mike Simms, CEO of Altran UK: “Altran is extremely proud to be partnering with Lotus F1 Team; a Formula 1 outfit with an amazing heritage and development prospects. This is a partnership built on a shared commitment to engineering excellence, a passion for ground-breaking technological innovation and a desire to win. It is a privilege to be working alongside a Formula 1 team that has based its success on nurturing new talents and creative engineering and management. Altran will bring a wealth of expertise to Lotus F1 Team, enabling its engineers to explore new approaches and solutions to key engineering challenges and translate them into on-track performance.”

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Sahara Force India F1 team have announced that Varlion, the Madrid-based fashion brand, has joined the team as Official Lifestyle Partner as part of a multi-year deal.

The deal will see Varlion produce a licensed range of leisure products to be available through the team’s recently launched E-shop.

Varlion will also focus on developing a fresh concept for the team’s trackside clothing to be introduced from the 2014 season onwards.

The Varlion logo will be visible from this weekend’s British Grand Prix with branding on the garage panels, transporters and team marketing materials.

From 2014 the logo will be on team’s race cars, as well as on the uniforms of team personnel.

Dr Vijay Mallya, Team Principal and Managing Director of Sahara Force India, said: “It’s great news to welcome such a fresh and exciting brand to the team. The Varlion clothing range mixes style with practicality and Formula One is the perfect stage to showcase their products. The relationship with Sahara Force India clearly demonstrates Varlion’s ambition to expand into international markets, including India, and benefit from the sport’s global footprint.”

Felix Regalia, Managing Director of Varlion, added: “We are delighted and proud to have agreed a long-term partnership with Sahara Force India. Formula One is the perfect environment to test our products and we plan to design and develop new materials to suit the requirements of the trackside team. We pride ourselves on developing elegant, high quality products by drawing on our strong tradition in design and it is our mission to help make Sahara Force India the best dressed team in the pit lane. This far-reaching partnership with such a competitive Formula One team is a clear indication of our determination to establish our brand within the world of motorsport in the years ahead.”

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Direct Line Versicherung AG a subsidiary of the Royal Bank of Scotland will be a new partner of Bundesliga’s Hertha BSC.

The cooperation was initially agreed for two years and includes extensive advertising and PR activities. These include the legal title to TV brandadvertisements in the media club and a VIP box at the Berlin Olympic Stadium. The partnership was brokered by SPORTFIVE.

“We are based just outside of Berlin and many of our nearly 400 employees are large Hertha fans. The decision was relatively easy for our new partner. As one of the traditional clubs in the Bundesliga, Hertha BSC is the ideal partner and an attractive platform for the distribution of our insurance benefits. too, we value excellence that unites us, “said Dr. David Stachon, CEO of Direct Line AG.

The aim of the cooperation is to make more widely known among other things, the Direct Line brand and strengthen the identification with the region of Berlin and Brandenburg Teltow.

Also Hertha sporting director, Michael Preetz welcomed the sponsorship: “We are very happy to have won a Direct Line’s exclusive partner in the region, which will also become involved in Fanumfeld. “

Christian Jäger, SPORTFIVE team leader at Hertha BSC, added: “Direct Line receives at Hertha BSC, a comprehensive and powerful sponsorship package – an ideal basis to increase the regional and national awareness of the company and achieve the target communication and sales goals.”

The Canadian Olympic Committee announced a four-year partnership agreement making adidas the Official High Performance Apparel and Footwear Supplier for the Canadian Olympic team.

In the fall of 2013, adidas will launch the all-new Canadian Olympic Team High Performance Collection – specifically designed for athletes and Canadians at all levels in Canada to wear during training.

The Canadian Olympic Team High Performance Collection has been designed to equip athletes at all levels with Olympic-quality apparel and footwear. The fabrication enhances muscle efficiency, manages moisture and insulates the body during all types of training sessions. The collection includes compression and workout gear; various outwear layers for outdoor training, including winter jackets, vests, zip-up and pull-over fleeces; long and short-sleeved performance t-shirts, footwear and accessories. The apparel will feature both adidas and Canadian Olympic Committee logos.

Sport Chek has been named as the lead retail partner that will carry the entire line of adidas Canadian Olympic Team High Performance Collection in all 170 Sport Chek stores across the country, launching on November 7, 2013. Sport Chek is a Premier National Partner of the Canadian Olympic Committee and the Official Sports Store of Canada’s Olympic Team.  Canadian Tire and Sports Experts, also Premier National Partners of Canada’s Olympic Team, will carry select items from the adidas collection in stores across the country starting on November 30, 2013.

In addition to the high performance collection, Sport Chek and adidas also announced their sponsorship of seven Canadian Olympic hopefuls. Competing in a cross section of Canada’s most popular winter sports, the following athletes will be involved in grassroots events across the country encouraging participation in sport and will be part of a major new marketing campaign this fall called, “What It Takes”. The campaign celebrates what it takes to become one of the best athletes in the world and will highlight the new adidas Canadian Olympic Team High Performance Collection:

• Chris Del Bosco – Vancouver 2010 Olympian (Ski Cross)
• Erik Guay – Two-Time Olympian (Alpine Skiing)
• Charles Hamelin – Three-Time Olympic Medallist (Short Track Speed Skating)
• Kaillie Humphries – Vancouver 2010 Olympic Gold Medallist (Bobsleigh)
• Meaghan Mikkelson – Vancouver 2010 Olympic Gold Medallist (Ice Hockey)
• Jon Montgomery – Vancouver 2010 Olympic Gold Medallist (Skeleton)
• Maëlle Ricker – Vancouver 2010 Olympic Gold Medallist (Snowboard Cross)

“We are thrilled to welcome adidas to the Canadian Olympic Family,” said Marcel Aubut, President of the Canadian Olympic Committee. “The adidas brand is synonymous with so many memorable international sporting moments, therefore partnering with seven of Canada’s most accomplished athletes was a natural fit. This is an innovative sponsorship which will go a long way in helping our athletes as they continue to prepare to take on the world. On behalf of the entire Canadian Olympic Family, I want to thank and congratulate adidas for their continued commitment to high performance sport.”

“This partnership with the Canadian Olympic Team is an historic moment for adidas Canada,” said Jim Gabel, President of adidas Canada Group. “Canada has an amazingly rich sports heritage and we look forward to the adidas Canadian Olympic Team High Performance Collection being emblematic of that. As Canadian Olympians train to compete on the world stage and Canadians work toward their own active living goals we are excited to be part of their journey.”

“Sport Chek is the official sports store of the Canadian Olympic Team and brings Canadians the best brands for active and healthy living,” said Michael Medline, President of FGL Sports – the parent company of Sport Chek. “I am very proud that Sport Chek will offer sport enthusiasts the adidas Canadian Olympic Team High Performance Collection as it is one of the most exciting apparel and footwear collections for athletes in training. We know what it takes to succeed, whether that’s a top athlete competing internationally or a new runner signing up for a 5 km race. The team at Sport Chek is dedicated to sport because we believe it has the power to inspire greatness.”

UCI World Tour’s Team Sky have announced News Corporation’s 21st Century Fox will sponsor the team ahead of the 100th Tour de France, which starts on Saturday.

Team Sky has announced a long-term commitment from News Corporation, which will see the 21st Century Fox brand appear prominently on riders’ kit and team vehicles.

21st Century Fox is the proposed media and entertainment company that will be formed following News Corporation’s separation into two distinct publicly-traded companies.

News Corporation and its subsidiary Sky Italia have been partners in Team Sky since the team first raced in 2010. The new partnership increases this support for the team, which will continue to be known as Team Sky and operate as Sky Pro Cycling.

Sir Dave Brailsford, Team Principal of Team Sky, said: “21st Century Fox is a perfect fit and is an appealing global brand that will be great to work with.”

James Murdoch, News Corporation’s Deputy Chief Operating Officer, said: “It’s a great time to increase our commitment to Team Sky and to add the support of an exciting new entertainment brand. We’re proud of the team’s success so far, its professionalism and its approach to attracting new fans to the sport and increasing grassroots participation in cycling.”

In 2012, Team Sky’s Sir Bradley Wiggins become the first British rider to win the Tour de France.