The mobile phone company will end its $(AU)10 million ($9.7m) sponsorship of the Australian Cricket Team and the summer Test series after next summer’s Test cricket against  South Africa and Sri Lanka. 

Cricket Australia (CA) Executive General Manager Commercial Mike McKenna thanked Vodafone for the partnership which is one of the most successful and long-serving in Australian sport. 

McKenna said: “We understand that Test cricket has helped Orange, ampoule 3 and Vodafone become Australian household names and we look forward to continuing to work with Vodafone next summer in what will be the final season of our most successful relationship. 

“But like with all sports’ sponsorships, pills there comes a time when the sponsor achieves its partnership objectives and moves on with new strategic priorities.” 

The partnership began when Test cricket sponsor Ansett crashed on the eve of the 2001 Test season, stuff paving the way for the then Orange brand to fill the void. 

CA will go into the market for a new sponsor from 2013-14 and aim to use the Ashes as the scene to launch the new sponsorship. 

McKenna, who believes Test cricket being played at home is the most valuable sports’ sponsorship asset in Australia, said: “Our research shows the Australian public loves Test cricket, regards Test cricket as the sound of summer and that interest in cricket goes through the roof when the traditional enemy, England, tours this country.” 

Vodafone’s deal with V8 Supercars team Triple Eight engineering will also be discontinued at the end of the year.

IndyCar announced today it has entered into a partnership with XYQ, order order | which will see the augmented technology company and application service provider named as the entitlement sponsor of the June 15-16 Milwaukee IndyFest at the Milwaukee Mile.

The IZOD IndyCar Series race at the historic oval in West Allis, health Wis., diagnosis will be named the Milwaukee IndyFest Presented by XYQ.

XYQ will create a wireless application called the Milwaukee IndyFest WayFinder, designed to help fans navigate at-track activities through geo-coordinate technology. The smartphone application will be available for download in the Android Marketplace as well as at iTunes.

“The Milwaukee IndyFest is a great opportunity to utilize our technology to help modernize the guest experience at the oldest track in the country,” said John Marcum, founder, XYQ Inc. “This real-time application service will allow fans to find everything they need at the track to ensure they don’t miss out on any of the on- and off-track action during race weekend. We feel the synergy between the sport and our company is a great way to highlight our technology in a way that will benefit the fans.”

Under the agreement, XYQ will be the official Augmented Technology and a New Media Partner of INDYCAR, the sanctioning body of the IZOD IndyCar Series and Firestone Indy Lights.

“The technological capabilities we will see from XYQ at Milwaukee are just the start of how we can activate this new partnership to further enhance the at-track experience,” said Greg Gruning, executive vice president, corporate business development, INDYCAR. “The combination of XYQ’s high-speed, real-time capabilities and cutting-edge technology are a great fit for our sport, and we are excited for the opportunities that lie ahead for this partnership.”

Canterbury, health the world’s largest dedicated rugby brand, healing has announced today that it has secured a long term partnership to become the official kit supplier to the Sale Sharks.

The five-year deal brings together Canterbury’s hundred plus years of experience in producing the finest and sturdiest rugby kits and one of the oldest clubs in English rugby union, the Sale Sharks’ history spanning back to 1861.

The new deal will see Canterbury gaining full apparel rights with the Sharks, who gained rugby Premiership success in the 2006/07 season and are set to join the top tier of European rugby by qualifying for the Heineken Cup at the end of the 2011/12 season.

The North West based club have laid great foundations for the future this season and the deal with Canterbury builds on a number of recent successes, including the recent signing of Scotland’s Richie Gray and former English fly-half Danny Cipriani. A ground share with Salford City Reds and the return of former Sharks favourite, Bryan Redpath as Director of Rugby promises a good start to next season.

Chris Stephenson, CEO of Canterbury said “Sale Sharks remains a potent force within the Premiership. With recent additions to the squad, and a move to a first class stadium, the future of the club looks very exciting.

“We were extremely keen to work with Steve Diamond and the team at Sale, given their no nonsense road to success, and the sport-crazy audience in the North West allows us to access a demographic who may not have had as much exposure to Canterbury.

“We are keen to be part of the development of this historic club which I have no doubt has a successful road ahead. I would also like to take this opportunity to thank Cotton Traders who have worked in partnership with me to ensure a seamless transition.”

SEGA of America Inc. has agreed a partnership with Danica Patrick who will be appearing alongside Sonic the Hedgehog in Sonic & All-Stars Racing Transformed, adiposity the new racing game where players speed across land, salve air and water in fully transforming vehicles.

Known for her talents behind the wheel, cure Danica will be a playable character with customized vehicles in Sonic & All-Stars Racing Transformed. Gamers will get the chance to test their racing abilities as Danica against an All-Star cast of SEGA characters including Sonic, Knuckles, AiAi and others.

“It’s a very exciting experience since I’ll be sharing the screen with such an iconic character,” said Danica Patrick. “I cannot wait for gamers to jump into my customized, transformable vehicles and give Sonic a run for his rings this holiday season!”

“Danica Patrick is one of the most popular athletes in the world and her accomplishments both on and off the track make her the perfect partner for Sonic & All-Stars Racing Transformed,” said Masanao Maeda, President and COO, SEGA of America. “Danica’s involvement showcases the broad appeal of this title – everyone from casual gamers to hard core racing fans will be able to enjoy the fun.”

To further enhance this partnership, Danica will be racing in a custom No. 7 Sonic the Hedgehog Chevrolet, fielded by JR Motorsports, during the O’Reilly Auto Parts Challenge on November 3 at the Texas Motor Speedway (to be televised live on ESPN). The race, part of NASCAR’s Nationwide Series, marks Sonic the Hedgehog’s NASCAR debut. The customized race car will be unveiled today at the SEGA booth at e3 (the Electronic Entertainment Expo) in the Los Angeles Convention Center. Additionally, Danica will be integrated into the national marketing campaign for Sonic & All-Stars Racing Transformed.

2XU, the leader in high performance compression apparel, has added Canadian pro soccer star Lauren Sesselmann to its lineup of Brand Ambassadors.

Sesselman joins the likes of NFL punter Steve Weatherford, US Olympic boxer Jose Ramirez and champion triathlete Terenzo Bozzone.

A starting defender for the Canadian National Soccer Team, Sesselman will train, compete and recover in 2XU’s performance compression apparel. She will enjoy all of the brand’s physiological benefits from improved circulation to reduced muscle fatigue and damage.

Known for her aggressive, versatile game, Sesselmann boasts many career accolades, playing for several teams including her current team; the Atlanta Beat which she joined in 2012.

Johnny West, Brand and Sports Marketing Director for 2XU North America, LLC, said: “Lauren represents another world class athlete multiplying their performance with 2XU compress.

“The physical demand of Lauren’s training and games align perfectly with the benefits offered by 2XU. We couldn’t be more excited to support this superstar through her commitments, including the upcoming 2012 London Games!”

Chuck Vine, President of the Titan Group Sports Representation and Marketing, and agent for Sesselmann, is equally thrilled with the new alliance.

“As Lauren’s agent, it’s my responsibility to make sure she’s equipped with the best, both on and off the field. In the compression category, nothing compares to 2XU,” touted Vine. “From improved performance, faster recovery and reducing Lauren’s risk of DVT, 2XU is in a class of its own.”

Born and raised in Wisconsin, Sesselmann launched her career off the heels of a successful tenure at Purdue University. Last year, she was named to Canada’s women’s football squad for the Pan American Games; assisting the team to win a gold medal.

“I’ve been training and competing in 2XU for several months now,” said Sesselmann. “With intense training and traveling to prep for the upcoming Olympics, my 2XU gear has become a necessity. I’m honored to be a 2XU Ambassador. I can’t wait to represent the brand on the global stage.”

Throughout the relationship, Sesselmann will work with the 2XU compression team on research and product development in the pursuit of extending the brand’s garment benefits even further.

Heart of Midlothian FC has announced that it has signed a long-term partnership with adidas, the world’s leading football brand.

The new agreement will give adidas exclusive rights to provide all playing, training and replica kit. All kit and trainingwear will feature adidas performance fabrics ClimaCool and ClimaLite technology, a mixture of heat and moisture-controlling materials, ventilation channels and 3D fabrics which improve air flow to the skin and in key heat zones.

In signing up with adidas, the 2012 William Hill Scottish Cup winners join an elite group of successful clubs such as European champions Chelsea, La Liga winners Real Madrid and Italian giants AC Milan in partnering the globally recognised brand.

Hearts managing director David Southern said: “We are delighted to welcome adidas, whose credentials are second to none.

“This new exciting partnership once again demonstrates Hearts’ ability to attract some of the top names in football and underlines the club’s stature in the game.”

Steve Holland, adidas National Sales Manager, said: “We are delighted to partner with Hearts for the first time in their history and we look forward to a number of initiatives and marketing activations all aimed at bringing the club, adidas and the fans together.”

IBM Corp. has decided to end its information-technology sponsorship of the National Football League due to a difference of opinion on how the partnership should be handled.

“We determined that our respective views on how the NFL should manage the IT sponsorship were too different and we decided not to renew our agreement,” said Chris Andrews, a spokesman for IBM. “All discussions were amicable and we remain on very positive terms with the NFL, and there is no reason why we wouldn’t consider advertising on NFL games in the future.”

IBM, based in Armonk, N.Y., had served as the NFL’s technology sponsor since 2003, a deal that included consulting and data-center management. The decision to end the arrangement, which expired in March, followed months of negotiations, Andrews said. The NFL move doesn’t affect IBM’s other sponsorships, he said, without elaborating.

The company also is one of three sponsors of the Masters tournament held at Augusta National Golf Club, the subject of criticism over its male-only membership policy. In January, Ginni Rometty became the first female chief executive officer at IBM, which has declined to comment on future Masters’ sponsorship plans. The past four IBM CEOs have been invited to be Augusta National members, and the current CEOs of other Masters sponsors, Exxon Mobil and AT&T, are members.

IBM’s NFL sponsorship decision was initially reported by the Sports Business Journal.

Clydesdale Bank will continue to have Alistair Cook on their ambassador roster until 2017 after a new extension.

The 27-year-old batsman will support Clydesdale Bank’s community programme by hosting junior cricket coaching sessions and will help raise awareness of their partnership with Help for Hospices. 

Cook will also perform an integral role in promoting the Bank’s new ‘Howzat!’ campaign, which focuses on engaging cricket communities and wider sports fans. 

Cook, England’s one-day captain, said: “I am delighted to be able to continue my relationship with Clydesdale Bank and support their excellent work promoting cricket in local communities across the UK. I am looking forward to being part of this year’s ‘Howzat!’ campaign, which rewards fans for their commitment to cricket.”

The England and Essex star scored a debut international hundred against India aged just 21 in 2006 and is one of the current Wisden Cricketers of the Year.

Clydesdale Bank is the title sponsor of the Clydesdale Bank 40, and works in partnership with Cook, England’s most-capped cricketer, Alec Stewart, and Durham allrounder, Paul Collingwood.

Dubai Duty Free has renewed it’s sponsorship of the Irish Derby festival at The Curragh Racecourse for a further three years until 2015 with an option for a further two years. 

Dubai Duty Free first commenced its sponsorship of the flagship race in 2008 and since then has helped to grow and develop the three-day festival into what is now one of Europe’s leading social and sporting occasions. Apart from the Irish Derby, Dubai Duty Free will also support five other races on Derby day. 

The company has been keen for race goers to ‘embrace more than the race’ and the three-day festival now includes The Dubai Duty Free Irish Derby Golf Classic (K Club, 28 June), The Dubai Duty Free Irish Derby Ball (K Club, 29 June) and the Dubai Duty Free Irish Derby itself which this year will run on a Saturday (30 June). 

The company will also support The Good Food Ireland Village, an initiative which was introduced in 2010 where the best of Irish food complements the best of Irish racing. This village features a variety of Irish food producers and well-known chefs from some of the country’s best hotels and restaurants. 

Fashion is also a big part of the weekend and the company will again support the Most Stylish Lady Competition on Derby day with a prize of a trip of to Dubai Duty Free’s own five-star Jumeirah Creekside Hotel. The prize also includes flights and €1,000 to spend in Dubai Duty Free and a €5,000 voucher from luxury jeweller Boodles. 

Dubai Duty Free Executive Vice Chairman Colm McLoughlin said: “The promotion of sport has long been part of Dubai Duty Free’s marketing strategy of raising the profile of our brand and of Dubai itself. 

“We are pleased with the level of exposure that we continue to generate in both the print and broadcast media for the Dubai Duty Free Irish Derby. We are delighted to extend our sponsorship for a further three years, with an option for an additional two, and look forward to working with The Curragh to grow this event even further.”

Dubai Duty Free President George Horan added: “Since 2008 our sponsorship of the Irish Derby Festival has been extremely positive for us. The Irish Derby is one of the most important racing festivals in the world and we are pleased to be a part of that. 

“The events that have grown up alongside the Dubai Duty Free Irish Derby Festival involve the wider community to a great extent and we are looking forward to this year’s Dubai Duty Free Irish Derby and to the years to come.” 

Dubai Duty Free first opened for business in 1983 and over the past 28 years has grown to become one of the world’s largest airport retailers with a turnover of Dhs5.311 billion (US$1.46 billion) in 2011. 

Samsung has become the new partner of the Australian Rugby Union until the end of 2015. 

Signing a new three and a half year deal, thumb Samsung will support both the Qantas Wallabies and the FxPro Super Rugby competition in Australia with their logo appearing on the field of play throughout the course of the agreement.

ARU Managing Director and CEO, clinic John O’Neill AO, said: “Samsung is a highly recognisable and hugely successful brand across the world and we are very pleased they have decided to support Rugby in Australia.”

“This partnership will see ARU join a sponsorship family that includes the International Olympic Committee, Australian Olympic Committee and the Chelsea Football Club.

“The IOC, AOC and Chelsea are highly respected organisations with a focus on excellence, as are Samsung and we are delighted to have them as part of the Rugby family until at least the end of 2015.”

Marketing Director – Corporate Samsung Electronics Australia, Arno Lenior, said Samsung were delighted with the new partnership.

“Rugby Union is a premium Australian sport and we’re thrilled to announce this partnership,” Mr Lenior said.

“We’re looking forward to seeing the passion and energy from the avid supporters and being a part of such a beloved Australian sport.

“One of the key focuses for Samsung this year is intensifying our relationship with the consumer and we see this partnership with the Qantas Wallabies, Test Rugby and FxPro Super Rugby Competition as a way to propel this to another level.”