British Cycling have announced today an extension with Sky as its role as Principal Partner until the end of 2016.

Ian Drake, ambulance British Cycling’s Chief Executive said: “I’m delighted that Sky has committed to working with us for a further four year period. The unique nature of our partnership with Sky has been a key factor in cycling’s phenomenal success story, perfectly complementing the support we receive from UK Sport and Sport England.

“The growth of our sport over the past four years has been amazing. Not only have our Olympic and Paralympic riders continued to deliver on the world stage, but we’ve also seen the emergence of Team Sky as a force on the road scene. Being a world leading cycling nation isn’t just about winning medals – it’s also about inspiring everyone to get on a bike, from the playground right through to the podium. That’s exactly what initiatives like Sky Ride have achieved and we’re well on track to reaching our target of getting one million more people cycling by 2013.

“I’m proud of what we have achieved through our partnership with Sky, and I look forward to delivering even greater success over the next few years.”

Jeremy Darroch, Sky Chief Executive, added:“We are proud of the partnership we have with British Cycling and look forward to four more years supporting the sport. Our aim has always been to increase participation, support the leading riders and inspire the next generation. We know we are making a difference and getting people involved, right across the UK, just as we have through our broad contribution to sport over the last 20 years. This is proof that sport can really benefit in the long-term through a partnership with Sky.”

Four times Olympic champion and long standing Sky Ride ambassador, Sir Chris Hoy, commented: “We’ve all seen the difference that Sky can make in cycling. Through events like Sky Ride – opening up cities for families or providing local led rides – they have helped get people back on their bikes. Their work with British Cycling has got more people to understand and enjoy the sport we’re all passionate about. And the support for elite riders has helped the current team and will go on to support the next generation.”

Sky’s partnership with British Cycling supports all levels of cycling, across all disciplines, and aims to encourage more people to ride. Already, almost 700,000 more people across the UK are riding regularly (at least once a month or 12 times per year) through the Sky Ride campaign.

Global luxury watch brand, Rolex, has extended its support of The R&A for a further 10 years, strengthening its commitment to growing the game of golf.

The new 10-year agreement secures until 2022 a relationship dating back to the 1979 Open Championship.

Rolex’s involvement with golf’s governing body began as Official Timekeeper, then in 2002 as a Patron of The Open. The relationship was extended in 2004 to sponsoring the publication of the English language version of the Rules of Golf and its global distribution.

The annoucement of the new agreement includes a specific commitment to help The R&A grow the amateur game. This will be accomplished by supporting its Championships, International matches and both the men’s and women’s World Amateur Golf Rankings (WAGR), co-administered by the USGA.

The R&A’s chief executive, Peter Dawson, said: “Through its historic and unwavering support, Rolex has become part of the fabric of golf.

“From supporting the amateur game to increasing awareness of the Rules, through an association of more than 30 years with golf’s original Major to presenting the Senior Open, Rolex is making a significant contribution at every level of our sport.”

Golden State Overnight (GSO) has announced its sponsorship of the SWM AMA/NATC 2012 Moto-Trial National, Rounds 1 & 2.

The event is hosted by the Southern California Trials Association (SCTA), and will take place on May 19-20, 2012 at the MotoVentures Motorcycle Rider Training Centerin Cahuilla Creek, California – approximately 30 minutes from Temecula.

“We’re really excited to be hosting the SWM AMA-NATC Moto-Trial 2012 NationalChampionship Series with GSO’s help this year,” said Chris Cullins, Southern California Trials Associationpresident. “There are very few riders in the USA who have the skill to compete at this pro level, and this event allows fans to not only be a part of American motorcycling history, but experienceAmerica’s best riders, up close and personal, in a family-friendly venue.”

Trials competitions consist of “sections,” defined by marker tape. The sections contain obstacles such as boulders, logs and slopes – all identified according to competitive skill levels.  A typical event will have 10-12 sections, and the competitor must ride a loop, and complete the sections three times. Like a golf match that is won according to the fewest swings, trials are won by the person who touches their foot to the ground the fewest number of times.

Riders for this event will include 4-Time US Trials Champion, Team Sherco Rider and America’sGot Talent star Pat Smage, former US Champion Cody Webb,and California superstars Andrew Oldar and Eric Storz.

GSO CEO Morley Chandler, added: “As a regional overnight parcel carrier, GSO plays a key role in the logistics of time-sensitive deliveries of motorcycle parts and accessories to riding enthusiasts who are often in the more remote parts of our service footprint, but in addition to working in the industry, many GSO employees are fans of the sport and I expect there will be a good showing of the GSO Team and their families at the Trials in Cahuilla Creek.”

GreenEDGE cycling have announced a three-year co-naming sponsorship with leading global mining services company Orica Limited topping off a successful debut season in the WorldTour of cycling. 

As of this year’s Giro d’Italia, the team will change its name to Orica-GreenEDGE.

“This is a rare and fantastic opportunity to secure the founding co-naming sponsorship with this ground-breaking sporting venture. GreenEDGE is the first Australian team at this level and it offers Orica a powerful sports marketing platform, perfectly aligned with our values and drivers,” says Ian Smith, Managing Director and CEO of Orica. 

“Cycling is dynamic, competitive and truly appeals to a global audience. We have a lot in common with the team; we’re both multi-national organisations with an Australian DNA, and we share mutual aspirations driven by a focus on innovation and team work. This sponsorship forms one of the strategic platforms for Orica to increase its brand presence in key global markets and we’re convinced that the world-class performances of this team will help provide ongoing global exposure,” Smith continues. 

Team founder and owner, Gerry Ryan said, “We’re extremely proud to be teaming up with Orica in our debut season and onwards. It’s the perfect partner for us and we couldn’t have found a more ambitious and forward thinking company to get onboard. 

“We have had a dream start to our sporting goals, winning big races and putting GreenEDGE on the map in professional cycling. This relationship with Orica, and our existing partners, will continue to make GreenEDGE grow – for the athletes, for our fantastic fans and for cycling in general. It’s a significant milestone for us,” Ryan says. 

The Orica logo will feature prominently on the team kit at its Grand Tour debut and at this year’s Amgen Tour of California. A whole new visual identity for Orica-GreenEDGE will be launched before the world’s biggest race: the Tour de France at the end of June.

Orica will also become the co-naming sponsor of the women’s team run by GreenEDGE.

GreenEDGE and Orica have signed a memorandum of understanding to establish a three-year sponsorship agreement.

IIHF Ice Hockey World Championship has agreed a partnership with MegaFon with the Russian mobile operator becoming an official sposnor of the event. 

The contract period lasts for a two year duration starting with the 2012 edition of the tournament, tadalafil which runs from 4 – 20 May in Helsinki and Stockholm. The agreement marks the end of a successful marketing and sales period for the tournament, order resulting in a line up of 13 international top sponsors. 

MegaFon is one of the leading mobile networks in Russia. The agreement in place will provide product category exclusivity and a comprehensive package of rights that guarantees a strong presence at all 64 games of the tournament. 

Igor Pepelyaev, treat MegaFon’s Marketing Director, said: “MegaFon is one of Russia’s biggest hockey sponsors. We are very excited to now be a part of the IIHF Ice Hockey World Championship, which is among the most popular sports events in Russia, followed by millions of viewers. 

Bruno Marty, Infront’s Executive Director Winter Sports: “Russia is a core ice hockey market with the national team ranking amongst the top four in recent editions of the tournament. With the IIHF Ice Hockey World Championship, MegaFon has chosen a premium platform for its brand communications, where it can reach its target groups in a positive, emotion-driven environment.”

Rights include perimeter board advertising in camera view, brand exposure on the official event homepage and in all print materials as well as attractive hospitality and promotional opportunities in and around the arenas. In addition the package also includes advertising rights and sponsorship of team Russia – which will offer MegaFon even fuller exposure at relevant games and a unique association with the team in its home market. 

For 2012, the sale of the sponsorship packages for the events has been a complete success with strong media coverage year on year magnifying the broad global reach of the platform. In 2011 more than 70 broadcast partners transmitted the games into 114 countries and territories resulting in the highest cumulative audience figure in the history of the event – almost 900 million viewers around the world. For 2012, the compliment of partners includes a broad selection of well positioned international brands.

Chelsea Football Club and the Sauber F1 team have announced a revolutionary partnership  bringing together two of global sport’s biggest names.

The unique partnership forges a relationship between two internationally successful teams with fantastic heritage who share the same excitement and passion for performance, bringing unique content and experiences to football and F1 fans.

Sauber’s excellent start to the season culminating in driver Segio Perez gaining a second place in the Malaysian Grand Prix, leaving the team currently lieing in sixth in the constructors championship, would have raised Sauber’s stock and made them more marketable for a partnership of this magnitude.

While Chelsea after a poor start to the season are vying to win the Champions League and FA Cup.

The official partnership launch will take place at the Spanish Grand Prix next week. From then, the Champions League finalists’ crest will proudly be displayed on the cars of drivers Kamui Kobayashi, of Japan, and Mexico’s Sergio Perez.

The Premier League and Formula 1 are the most watched sports around the globe and with 20 F1 races in 2012 spread right across the world, the excitement of F1 is set to reach almost half of the planet’s population, ensuring Chelsea’s exposure to many more than the already record worldwide numbers tuning in to watch Premier League action.

The new partnership is focused on ways to enhance sporting and business performance. This includes the exchange of knowledge in sport science, launching joint commercial initiatives, merchandising, events, marketing and linked sponsorship opportunities.

Chelsea chief executive Ron Gourlay said: “This is an innovative partnership that will see a football club link up with an F1 team like never before, bringing together two of the world’s biggest sports and uniting our fans.

“We felt that this Swiss team, the fourth oldest of the existing teams, reflects our own ideals perfectly.

“In a year when Chelsea celebrates 20 seasons as a Premier League team, Sauber does so as an F1 team. We share many philosophies when it comes to how the respective organisations are run, from the development of young talent to constantly striving for success. Their philosophy towards grassroots development has produced some of the best drivers in F1, which mirrors our dedication to develop promising young football talent through our Academy.

“This partnership will benefit us both greatly, with the potential to create unique commercial opportunities. It is a shared vision to unite the two most attractive sports in the world.

“We look forward to working closely with the Sauber F1 Team and wish them the very best of luck for the remainder of the Formula 1 season.”

Monisha Kaltenborn, CEO of the Sauber F1 Team, added: “A partnership like this between Formula 1 and football has never existed before in this form, yet there are numerous commonalities and possible synergies. In either case we are talking about team sport at the highest – and international – level. The Sauber F1 Team and Chelsea FC are dealing with many of the same sporting and commercial topics and we want to strengthen each other in these areas.”

by Ismail Uddin

What is your view on this partnership? Comment here >>

Undefeated boxing champion Floyd Mayweather has become a title sponsor for annual 2012 Golden Gloves Nationals Tournament of Champions for youths.

Tournament Director Dawn Sanchez said Mayweather, himself a former Golden Gloves champion, jumped at the opportunity to help the event that will draw more than 300 standout boxers from all over the nation.

“We needed help covering the expenses and Floyd didn’t flinch about jumping in to assist the event,” Sanchez said. “We went to him and within a week he had committed to assisting the tournament. We are so appreciative for his efforts and dedication in giving back to where he started his career.

“When we have someone of the stature of Floyd Mayweather giving back to the sport of Golden Gloves boxing, that tells you about the man himself,” she continued.

“The Golden Gloves is where I got my start in boxing,” added Mayweather. “It is so important to me to support amateur boxing because I want to give young fighters the opportunity to showcase their skills and make their own way in the sport that has given me so much. Without these opportunities, boxing cannot continue to grow and I feel like it is my responsibility to do what I can to help it continue.”

Mayweather’s sponsor includes a six-figure commitment for various other elements related to youth boxing events. He previously sponsored the 2008 National Golden Gloves Tournament of Champions in his hometown of Grand Rapids, Michigan

He held an 84-6 record in the amateurs, and wasa multiple National Golden Gloves champion.

The event will attract around 300 boxers, aged 17-34 and from states all over the country, will converge on Mesquite, Nevada, located about 80 miles north of Las Vegas, from Monday (April 30) through Saturday (May 5).

The Saudi Equestrian Fund has agreed to finance the FEI Nations’ Cup series, drugs including a title sponsorship deal.

FEI President, drugs HRH Princess Haya, informed delegates that the Saudi Equestrian Fund will provide full financial support for the 2012 series and has also agreed to a five-year title sponsorship commencing in 2013, once the remodelling process has been finalised. 

The Saudi Equestrian Fund was created by King Abdullah bin Abdulaziz in November 2009 to give the Kingdom of Saudi Arabia a lasting legacy in equestrianism through sport and cultural events.

“We believe this is a fantastic opportunity to preserve one of the flagship events and heritage of the FEI. We want to be part of the process that will enhance the Nations’ Cup concept, and help it become a truly global, contemporary product. The objective is to make the Nations’ Cup universal, fresh and exciting,” said HH Prince Faisal Bin Abdullah Al Saud, Chairman of the Saudi Equestrian Board of Trustees.

Organisers of the eight FEI Nations’ Cup Top League events were informed at a meeting with the FEI in Geneva last December that a funding solution had been found for the series, but no details of the agreement were released at that time. The FEI has been in ongoing discussions with the Saudi Equestrian Fund to formalise the agreement since then, resulting in today’s announcement.

The Saudi Equestrian Fund will be part of discussions with the FEI on prize money, branding and revitalisation of the series, with the twin goals of improving the overall prize money for each event and the overall level of competition. As part of the restructuring of the series, the concept will be debated at this week’s Sports Forum, and the FEI will also create a dedicated E-platform to facilitate a transparent and open process, allowing stakeholders further opportunities to voice their opinions, and provide feedback and follow-up.

Pünktlich zum Saisonstart der DTM auf dem Hockenheimring gibt es für die Fans der populärsten internationalen Tourenwagenserie eine erfreuliche Nachricht: Die langjährige Kooperation zwischen dem DTM-Rechteinhaber und -vermarkter ITR e.V. und Fernsehpartner ARD wurde um zwei weitere Jahre verlängert. Damit ist die DTM in Deutschland mindestens bis Ende 2014 weiter live im „Ersten“ zu sehen – ganz ohne Werbeunterbrechungen und mit einem deutlich erweiterten Sendekonzept. Für 2015 wurde zudem eine Option vereinbart.

„Langfristig ausgelegte Partnerschaften sind ein wichtiger Bestandteil des Erfolgs der DTM. Das gilt sicherlich auch bei der Fernsehpräsenz unserer Serie“, patient erklärt Hans Werner Aufrecht, buy Vorstandsvorsitzender des ITR e.V. „Die Fernsehzuschauer in Deutschland wissen, dass sie mit der ARD in der ersten Reihe sitzen, wenn es um die DTM geht. Das wird in den kommenden Jahren weiterhin der Fall sein, zumal die ARD ihre Aktivitäten rund um die DTM deutlich ausbauen wird.“

„Ich freue mich sehr darüber, dass wir die Rechte für dieses Premiumprodukt erneut erwerben konnten und somit unsere langjährige erfolgreiche Partnerschaft mit der DTM fortsetzen können. Wir werden weiter Gas geben, damit die Motorsportfans auch in Zukunft große Freude an unserer umfassenden Berichterstattung von dieser großartigen Rennserie haben werden, die durch die zusätzliche Teilnahme von BMW als drittem Hersteller noch mehr Spannung verspricht“, sagt ARD Programmdirektor Volker Herres und verweist auf die große Bedeutung der Kooperation für die ARD. „Die DTM ist ein wichtiger Bestandteil unserer vielfältigen Sommersport-Berichterstattung. Vom großen Publikumsinteresse an der DTM profitieren auch die Übertragungen der weiteren Sportarten wie Schwimmen, Leichtathletik, Triathlon oder Rudern.“

Bereits seit dem Re-Start der DTM im Jahr 2000 ist die ARD als Fernsehpartner erfolgreich an Bord. Seit der Saison 2005 hat die ARD die Exklusivrechte für die Live-Übertragungen der DTM in Deutschland. In der vergangenen Saison zeigte die ARD erstmals alle Live-Bilder von den Qualifyings und Rennen der DTM in High-Definition-Qualität. Mit hochwertiger Übertragungstechnik, aufwändiger Kamera Technologie und fachlicher Kompetenz bringt die ARD die Faszination der erfolgreichen Tourenwagenserie auf die Bildschirme. Dabei werden die spannenden Duelle auf dem Asphalt genauso dokumentiert wie die Präzisionsarbeit in der Boxengasse oder die Emotionen bei der Siegerehrung. Personality-Stories, interessante Reportagen und Technik-Features runden die DTM Berichterstattung im „Ersten“ ab. Darüber hinaus sorgt die ARD mit der beliebten ARD Chartshow bei den deutschen DTM Veranstaltungen für hochkarätige musikalische Unterhaltung im Fahrerlager.

Major League Soccer’s (MLS) Columbus Crew have acquired a couple of new corporate sponsors from Ohio.

A one-year deal with ScottsMiracle-Gro gives the lawn care specialist naming rights to the club’s field-level row of premium seating, pharmacy LED signage and a presenting sponsorship of the Crew Soccer Foundation’s pitch renovation project.

“Scotts believes that it is important to offer youth a safe, anesthetist reliable field and playing area, arthritis ” said Jim Lyski, chief marketing officer of ScottsMiracle-Gro. “In addition to helping reduce injuries, a strong foundation of thick and lush grass helps to create a beautiful outdoor environment that encourages children to spend time outdoors.”

And a multi-year deal makes CoughlinCars.com the official car dealership of the Columbus Crew, a distinction that comes with LED signage, multi-platform advertising and a season-long promotion through which a spectator wins a two-year lease to a new car of their choice.

Crew vice president of corporate partnerships Chris Previte added: “We are extremely pleased to welcome Scotts and Coughlin aboard. Both are highly respected companies with tremendous brand identities in our area.”

The partnerships follows a February announcement with iSportconnect reporting Ohio-based shaving cream brand Barbasol as the Crew’s shirt sponsor for the next five years.

by Ismail Uddin