Budweiser and the National Hockey League Players’ Association (NHLPA) have signed a new sponsorship deal.

Through its multi-season partnership with the NHLPA in Canada, sickness Budweiser will create more experiential touch points between hockey fans and players.

“Budweiser has a long-term commitment to supporting hockey at all levels from coast-to-coast and our partnership with the NHLPA allows us to extend our passion for hockey to include the best players in the world” said Kyle Norrington, doctor Marketing Director, generic Budweiser Canada. “Our NHLPA sponsorship aligns with Budweiser’s goal to make hockey more exciting, more fun and more accessible for Canadians. We’re looking forward to bringing even more great times to hockey fans from coast-to-coast.”

“This partnership will provide us with an opportunity to work closely with Budweiser to creatively connect our Canadian fan base with their hockey heroes,” said, Mike Ouellet, NHLPA Chief of Business Affairs. “Through this multi-season sponsorship, we look forward to extending hockey fans’ connections to the players beyond the ice.”

adidas has announced that Richie McCaw and Dan Carter have extended their contracts as ambassadors for adidas until 2016.

“As passionate supporters of New Zealand rugby and the All Blacks, we are excited to have this relationship with Richie and Dan extended,” says adidas Global Head of Team Sports Max Van den Doel. “They are tremendous ambassadors for world rugby and by working together with adidas they will continue to promote the sport on a global basis. It will be good for the game at all levels.”

adidas’ partnership with New Zealand Rugby is one of the largest in New Zealand. adidas has been Principal Partner of the All Blacks and New Zealand Rugby since 1999. The 20-year partnership will last until at least 2019 and provides funding for rugby at all levels in New Zealand; from grassroots to the professional national teams.

adidas also has individual agreements such as those with Richie McCaw and Dan Carter. “We work with individuals and teams to develop leading edge sporting goods which consistently deliver championship-level results,” says Van den Doel, “and we’re delighted that Richie and Dan will be working with us past the 2015 Rugby World Cup – further enhancing the profile of rugby and other sports, and pushing us to pursue excellence in product development.”

Aviva Premiership team, Worcester Warriors has renewed a partnership with CitySigns with the family signage and leading display firm returning as Official Signage Partner.

CitySigns has enjoyed a thriving relationship with Warriors that extends back over the last decade.

The successful city firm, based at Ball Mill Top Business Park, has helped enhance and develop the look of Sixways as the club has featured in the top-flight in England.

Joint partner Darren Wilkins said: “Our relationship with Warriors goes back over 11 years now and we’re delighted to once again be handling all signage requirements for the next two years.

“All our staff are excited by the prospect of a busy few months preparing the signage and advertising at Sixways before the big Aviva Premiership kick-off in September. As dedicated Warriors supporters, we would also like to wish Dean Ryan and the new-look squad all the best for the new season.”

Charles Cameron, CEO at Warriors, said: “As a club we always strive to work with and support local businesses and CitySigns has always been a great supporter of the Warriors.

“We have a very strong working relationship with Darren and his team and so are delighted to reaffirm our position and continue our partnership together over the coming years.”

Red Horse Racing has announced a new partnership with Valvoline, the manufacturer of NextGen recycled motor oil made with 50% re-refined oil technology, for the remainder of the 2013 season.

Valvoline NextGen will serve as primary sponsor of the No. 17 Toyota Tundra with driver Timothy Peters during two NASCAR Camping World Truck Series events this season along with associate sponsorship of the No. 7, No. 17 and the No. 77 Toyota Tundras.

Valvoline with NextGen technology and Tire Discounters will share primary sponsorship for Timothy Peters and the No. 17 Toyota Tundra at Kentucky Speedway on June 27 for the UNOH 225. Valvoline will be the primary sponsor for an additional race in the season to be announced at a later date.

“This comes at a great time for our Valvoline team,” said Tom Gerrald, vice president, of Installer Channels. “Red Horse Racing is the premier NASCAR Camping World Truck Series team on and off the race track and we couldn’t be happier about partnering with them. As the manufacturer of the first trademarked lubricant oil, first racing oil, first high-mileage oil and first major national brand to introduce a premium recycled motor oil, Valvoline wants to be there to help Red Horse Racing bring home its first championship title.”

Red Horse Racing currently fields three entries in the Camping World Truck Series with drivers Timothy Peters, John Wes Townley and Germán Quiroga.

“Our Red Horse Racing organization is working hard to compete for the 2013 Truck Series title,” said team Principal Tom DeLoach. “This partnership with Valvoline is a great way for us to kick off the second-half of our season and finish strong in the championship hunt with the support from Valvoline with NextGen technology.”

Martina Hingis’ clothing brand, Tonic Active Wear has been named Official Clothing Partner of the Southern California Open, held at La Costa, tournament organizers announced. 

Hingis, who is scheduled to be inducted into the International Tennis Hall of Fame later this year, made history as the youngest Grand Slam Champion of this era and the youngest top ranked player in the game. Having moved on from competition on the Pro Tour, the retired player is busy exploring new ventures, such as coaching, playing World Team Tennis and now, collaborating with Tonic to create her own signature tennis collection. 

“We are extremely proud to have Tonic by Martina Hingis as the official clothing partner of the Southern California Open,” said Tournament Director Alastair Garland. 

Since 2004, Tonic Lifestyle Apparel has been designed and manufactured in Vancouver, Canada. 

“Tonic is delighted with the opportunity to sponsor this top tennis event. Martina loved to play at the La Costa Resort and Spa when she was on tour, so we’re excited to be involved in this tournament as our first major sponsorship,” said Leopoldo Gutierrez, CEO Tonic Active Wear. 

The Southern California Open, a WTA Premier 700 tennis event and a major stop on the Emirates Airline US Open Series summer calendar, will once again be hosted at the La Costa Resort and Spa on July 27-August 4.

The International Canoe Federation (ICF) have signed a new agreement with timing and scoring service providers SIWIDATA.

The deal is for the 2013 season and includes the senior ICF Canoe Slalom World Championships, here World Cups and the Junior/U23 World Championships.

The agreement starts at this seasons inaugural ICF Canoe Slalom World Cup, set for later this month in Cardiff Bay, at the award winning Olympic-standard venue, Cardiff International White Water (CIWW).

Christian Winkler, SIWIDATA Managing Director, said: “We are exceptionally happy with the ICF and SIWIDATA partnership. As a company we have been delivering our timing and scoring services to major events all over the world, continually developing our software to ensure it delivers the highest standards possible.”

“We have been a part of the sport since the 1983 World Championships in Italy and have continued to provide our services since. We are convinced that this partnership will help us further our good relationship with the ICF and the local organising committees. This agreement will enhance the experience people have watching Canoe Slalom events both on site and remotely.”

Jean-Michel Prono, Chairman of the ICF Canoe Slalom Technical Committee, said: “We are excited about further formalising our close relationship with SIWIDATA for the benefit of the whole Canoe Slalom community. This agreement enables the ICF to further refine timing and scoring systems, whilst streamlining the technical and physical resources required for each event.”

“In this new partnership, SIWIDATA will also make their professional timing and scoring software more accessible to all Continental and National Federations, moving us a step closer to universal system.”

English Championship club, Charlton Athletic have announced an extension with shirt sponsor Andrews Sykes Group for the 2013/14 season.

The international climate control and pump hire group, which has a base close to the club’s Valley stadium, has committed to a further year-long contract that will see principal brand ‘Andrews Air Conditioning’ adorn a new Charlton home strip for the forthcoming campaign.

As part of the deal, different brands of the Andrews Sykes Group will also feature on the new away and training kits for the second successive season.

Paul Wood, managing director of Andrews Sykes, is delighted to announce: “We have committed to being shirt sponsors to Charlton for the forthcoming season, 2013/14. We anticipate and hope that the year will be an even better experience than the previous fantastic season has been for us and the club.

“The relationship is very strong and has really delivered tangible business benefits for our brand.”

Charlton’s chief commercial officer Ben Kensell, said: “I am delighted to confirm the deal with Andrews Sykes Group for another season. It makes complete sense for both businesses and this is a partnership in its truest sense built on good solid values. 

“The relationship we have with Andrews is strong, the relationship they have with their customers and our fans is strong, and with both companies’ objectives aligned over the past year, it makes business sense to continue to grow that relationship for a further year.”