Dial for Men, the personal care brand has become the presenting partner of the 2012 Spartan Race series.

Spartan Race, the global leader in Obstacle Racing since 2005, hosts obstacle course races through mud and trails to test one’s resilience, strength, stamina, and quick decision-making skills. Dial for Men brand will sponsor all 38 US Races which kick-off January 28 in Temecula, CA.

Dial for Men products will be available for Spartan Race participants after their quest for mud, muck, and glory is complete. Spartan warriors will be supplied Dial for Men body wash at the shower stations to wash away the toils of the course and get back to clean.

In early Q1 2012, Dial for Men brand is launching the first form-change innovation to hit the US Soap aisle in over 20 years: Dial for Men Speed Foam. Dial for Men Speed Foam is a new type of full body cleanser, different than anything else available. Dispensed from a unique self-propelling aluminum bottle, its quick gel-to-foam formula requires only a small quarter-sized shot for both total body coverage and maximum cleaning ability with no fuss or need of a washcloth or loofah.

Janell Holas, Senior Brand Manager, said: “Dial for Men Speed Foam body wash was developed for the guy who likes to work hard and play hard just like the athletes competing at Spartan Races who are out there playing hard on the course. Dial for Men Speed Foam™ body wash offers a faster, easier, ‘get in and get out’ showering experience so all guys can spend less time in the shower and more time getting dirty.”

English cricket icon Stuart Broad has inked a sponsorship deal with GAC, the global provider of shipping, logistics and marine services,

Stuart plays for Nottinghamshire County Cricket Club and is an integral member of the England Test and One-Day international teams. He was also a member of the Ashes-winning teams of 2009 and 2010/11 and in 2011 was appointed England Twenty20 Captain at the tender age of just 25.

As a Brand Ambassador for GAC, Stuart will attend a number of social and corporate events, including local community and school initiatives supported by the company.  His cricket bat also displays the GAC logo.

Gurumurthi Shankar, GAC Group Sales Director, said: “As leaders in the global business of shipping, logistics and marine services, we are thrilled to welcome to the GAC team a truly global sports star, Stuart Broad. Through his tremendous success as part of the England team, his match-winning performances and his captaincy of England’s Twenty20 side, Stuart has demonstrated the leadership, team spirit and commitment to excellence that reflects our approach to business.”

Stuart Broad added: “I’m delighted to be working with GAC and I look forward to getting involved in their corporate, social and community activities, particularly at grassroots level, and meeting some of their customers and partners.  Above all, cricket is a team sport, and it’s a pleasure to work with an organisation that shares this philosophy to working and succeeding together.”

GAC has a long history of sports sponsorship and partnership agreements, ranging from elite sport and global competitions to rising stars and community projects.  Its support covers a wide range of athletic endeavours, including football, motor racing, sailing, golf, basketball, volleyball and rugby.

Stuart Broad is in Dubai to participate in the Pakistan vs. England 2012 international bilateral series.  The series will include three T20 matches in which Stuart will captain England against Pakistan.

In recent weeks iSportconnect has reported that GAC has amped up its commercial activity by securing partnerships with the Houston Rockets and Crystal Palace FC.

Oknoplast, the Polish company and European leader in the PVC windows and doors sector, has announced its first sponsorship in football with a partnership with Serie A giants F.C. Internazionale.

Oknoplast’s investment will not only be seen through the presence of its brand throughout the Stadio Giuseppe Meazza, at the Centro Sportivo Angelo Moratti in Appiano Gentile and on the official F.C. Internazionale website, but also in advertising and in corporate hospitality. The agreement began by Oknoplast sponsoring the Inter v Lazio clash on 22 January 2012.

Oknoplast is a highly considered producers of PVC windows and doors in Europe with a production capacity of over one million windows a year, and 1,300 sales outlets. Since it was set up in 1994, the company has been known for its dynamic growth based on quality, innovation and respect for the environment. Oknoplast products distinguish themselves for the careful attention that is paid to their modern, refined design and the high quality of the materials used. An efficient distribution network and constant, strict controlling of the production contribute to the value and the credibility of the brand.

Oknoplast has been working in Italy since 2007, and with 400 sales outlets is now in second place in the market in just five years. It closed 2011 with a 20% increase in sales compared to the previous year.

Oknoplast President Mikolaj Placek, said: “On all markets our aim is to show we are a company that can dictate new trends, communicating the commitment of our Group regarding the research, quality, elegance and design that go into our products. Sponsoring F.C. Internazionale will help us reach thousands of fans and not only Italians in order to show our commitment alongside a team of such valour.” 

National Hockey League’s (NHL) All-Star weekend set to take place in Ottawa this coming weekend has received the highest volume of All-Star sponsorship activation since 2007 according to the League.

In addition to Tim Hortons, the event’s title sponsor, and Scotiabank, the title sponsor of the Scotiabank NHL Fan Fair – an associated event that runs throughout the weekend, they have also gained new corporate partners including Allstate Insurance and smartphone brand BlackBerry.

Molson Canadian, meanwhile, returns to the All-Star fold after a 12-year absence.

Kyle McMann, vice-president of integrated marketing for the NHL, said sponsors like Tim Hortons and Scotiabank have been able to increase the value of their involvement by promoting the game weeks ahead of time.

“Our partners have really turned it into a two- or three-month activation window, in some cases, and it’s all going to burble up and come to life in the next few days,” said McMann.

“(Sponsors) can take this moment of the season, when we focus all the attention on a single event, and use it to launch their next wave of hockey programming.”

The weekend’s sponsorship activities begin Thursday, when a group of Timbits minor hockey players skate NHL trophies down Ottawa’s Rideau Canal to the site of the Scotiabank Fan Fair.

On Thursday evening, Molson Canadian will sponsor the NHL All-Star Player Fantasy Draft, the selection of each team’s members televised on TSN, RDS and, in the U.S., the NBC Sports Channel.

On Friday, Allstate will activate its title sponsorship of NHL All-Star Media Day, marking the first time that the NHL has had a title sponsor for media day activities.

Battery brand Energizer will sponsor a Friday-evening event on the Rideau Canal during which 2,500 participants will wear Energizer-branded headlamps as they skate to raise money for the Sens Foundation and a community rink-building project. Also on Friday night, SiriusXM will present an All-Star-themed rock concert at Ottawa’s Byward Market.

The following day begins with Canadian Tire’s sponsorship of a skills competition for minor hockey players aged seven to 12 and continues that evening with the Molson Canadian NHL Skills Competition.

Several brands will serve as sponsors of specific events in the skills competition. Allstate, Bridgestone, Canadian Tire, Blackberry, G Series and Tim Hortons will take ownership of events such as the breakaway and hardest-shot contests.

Molson Canadian will also sponsor a Saturday-night party at the Molson Canadian Hockey House.

In addition to these events, several brands have made commitments to support All-Star weekend by advertising with the league’s broadcast partners. Cisco, Honda, McDonald’s and Enterprise are among the companies that will air creative on CBC, TSN, RDS and NBC Sports Channel.

Other brands will be active at the Scotiabank Fan Fair, including Bauer, Reebok/CCM and card company Upper Deck.

PUMA has signed Netherlands international and Manchester City midfielder Nigel de Jong into a long-term partnership.

de Jong will wear PUMA PowerCat 1.12 boots and become another key performance icon in the sportlifestyle brand’s global communication.

“I’m really happy to be beginning this journey with PUMA, stomach ” says de Jong. 

“I need a boot that I am comfortable with and the PowerCat 1.12 gives me the power and confidence to play at my best. 

“I’m already enjoying working with the brand and they have some big plans ahead. This is just the beginning.”

Roger Harrison, marketing director at PUMA UK, said: “We’re delighted to welcome Nigel to the PUMA family. 

“He’s a key part of our football communication alongside some of our other recent signings, including Sergio Aguero, Cesc Fabregas and Yaya Toure. 

“He embodies the enjoyment of football on and off the pitch, as well as being a very powerful player, and will be a vital asset for PUMA in and beyond 2012.”

Jones Soda Co., a leader in the premium soda category has announced today it will be a sponsor to the Winter Sports Series, four renowned, action-packed amateur and professional snowboarding events hosted by Canadian action sports events group 365 Sports.

As part of the sponsorship, 365 Sports will integrate the Jones brand within each event and throughout marketing initiatives, including the addition of a special Jones Soda “most stylish” award to the first ever North American stop of the World Rookie tour.

“It is great for the Jones Soda brand to reconnect with its loyal core consumers through action sports events such as these,” said Pierre-Marc Laforest, Canadian director of sales for Jones Soda. “At Jones, we encourage our consumers to stay active and get outdoors, and these Winter Sports Series events are all about having fun while checking out some incredible snowboarding.”

The two brands have agreed to a one year partnership that will involve Jones as a major sponsor of the four Winter Sports Series events: The Brad Martin Pipestyle, The World Rookie Tour “Canuck Chuck,” The Jones Champs and the Canadian Snowboard Championships “Snow Crown.” The Jones brand and product will appear throughout each event in the demo villages, athlete’s tent, awards presentation and within the athlete’s web, print and video materials.

Jesse Fulton, retired pro snowboarder and 365 Sports partner, said: “We couldn’t think of a more fitting, creative brand to partner with in our upcoming winter sports events. The vibe and culture of both Jones and 365 are very similar, and this partnership was a perfect opportunity to jointly reach our fans in a really exciting, action-packed way.”

The 365 Sports sponsorship officially begins this month with a freestyle snowboard competition taking place January 27-28 in Ontario, Canada. Events take place in various locations throughout Canada in January through March.

Jamaica Football Federation (JFF) have announced a $2 million (J$172 million) three-year shirt sponsorship deal with Italian outfitters Kappa.

The JFF had been in discussion with the Turin-based sports goods manufacturers for the better part of a year about an extension to their previous arrangement, which ran its course on December 31, 2010.

Kappa, which is listed under the umbrella of parent company Basic Net and is the largest equipment manufacturer in Italy – with 250 stores in that country alone – is exploring the possibility of setting up shop in Jamaica, with the idea of a ‘super store’, complemented by restaurant and bar facilities.

Though the full details of the deal have not been revealed, Kappa has agreed to hand over a $350,000 (J$30 million) bonus to the JFF if the senior team qualifies for the 2014 FIFA World Cup in Brazil. Kappa will also provide a full range of equipment and gear to all nine male and female teams in the programme.

Kappa is expected to present Jamaica with their new kits by April. The Reggae Boyz will be involved in three friendly internationals before then – Cuba on February 22 and 24 in Kingston and Montego Bay, respectively, before an overseas engagement with New Zealand on February 29.

Burrell described the deal as a great plug for the development of Jamaican football.

“I’m extremely elated at the signing of this deal, and indeed, this is a great day for Jamaica’s football programme,” said Burrell. “All our teams will, in a matter of months, be properly kitted, which will significantly enhance Brand Jamaica in a very positive way.”

He added: “This being Jamaica’s 50th year of Independence makes this partnership even more meaningful for the JFF and the country.”

Paolo Fulgenzi, Basic Net Sports’ sponsorship manager, was happy to renew ties with the JFF.

“We are very happy to renew our relationship with the Jamaica Football Federation. The association between the Kappa brand and Jamaica dates back to the France 1998 FIFA World Cup,” said Fulgenzi.

“Our company has several very significant sponsorships in different countries, but this sponsorship will be the only one to be managed by the parent company directly as we have great interest in the Jamaican brand and given its many similarities to the Kappa concept. We intend to explore further collaboration with Jamaica in the coming months,” he added.

Nissan North America, Inc. has announced today an agreement with Leopard s.a. and CSE Pro Cycling, LLC to become co-title sponsor of the professional cycling team that will be racing globally as part of the World Tour.

Radioshack Nissan Trek consists of 30 professional riders from around the world, including Andy and Frank Schleck, Fabian Cancellara, Andreas Kloden, plus Americans Chris Horner, Matthew Busche and Ben King. The team will compete in an extensive schedule of professional cycling races worldwide in 2012, including the Tour de France, the Tour of California and the USA Pro Cycling Challenge in Colorado.

“We built a solid foundation for Nissan through our cycling partnership with the team the past two seasons and are ready to take it to the next level now as one of the title sponsors of Radioshack Nissan Trek,” said Brian Carolin, senior vice president, Nissan North America. “Our promotional activities tied to major cycling events such as the Tour of California and the Tour de France allows us to connect with millions of fans around the world. We plan to use these events to launch many exciting products here in the United States and around the globe in 2012.”

Nissan enjoys a strong presence in the health, wellness and personal fitness arena with partnerships with the Boston Marathon and New York Marathon, as well as the Country Music Marathon in Nashville, TN, where Nissan’s North American headquarters is located. Nissan also plans to actively support the Radioshack Nissan Trek pro cycling team at the Tour of California, Tour of Colorado, Tour de France and other major Pro Cycling events around the globe. The company views the partnership as a way to connect with the more than 22 million cyclists in the United States and over 40 million cycling fans that attended live events around the world in 2012.

“We’re very excited to have Nissan increase their support of our team. Team vehicles and new innovations play a key role in the success of any professional cycling team and we look forward to using Nissan products as we race around the world,” said Chris Horner. “We know that Nissan has some exciting product launches on the horizon and we look forward to an excellent partnership with our Nissan friends for 2012.”

“The 2011 season was filled with many great wins and we look forward to even more success in the coming season. Radioshack Nissan Trek has built a formidable group of talented riders that will be in the running to win from the spring classics right through the grand tours. We are thrilled to have the team continue to use the Nissan lineup of innovative vehicles as they compete on the world stage,” added Carolin.

Henkel Corporation and its Loctite brand adhesives and sealants will once again perform on the slopes by sponsoring three extreme athletes during the 2012 Winter X Games.

The Team Loctite roster includes adaptive snowboarder Mike Schultz and pro snowboarders Nick Baumgartner and Sage Kotsenburg.

Winter X Games 16 will take place January 26 through 29 in Aspen, health Colo., allergist and will be covered on ESPN’s family of networks. The Winter X Games feature athletes from across the globe competing for medals and prize money in snow boarding, capsule snowmobiling and skiing. More than 200 athletes will compete at events held at Aspen’s Buttermilk Mountain. 

At the 2011 Winter X Games, Henkel-sponsored snocross racer “Monster” Mike Schultz brought home gold, competing on a high performance snowmobile enhanced with Loctite adhesives and sealants. This year the adaptive athlete, who lost his left leg in a racing accident in 2008, will trade his snowmobile for a snowboard, jumping in the Adaptive Boarder X exhibition on January 27. Schultz uses Loctite products on all his equipment, and swears by them to “keep all of my foot and knee bolts tight” on his prosthetic leg.

Silver medalist and student-athlete Sage Kotsenburg returns for his second Winter X Games, where he will compete in the Men’s Snowboard Slopestyle events on January 27 and January 28, and the Big Air competition on January 27. Gold medalist Nick Baumgartner hopes to repeat his success during this year’s Men’s Snowboarder X event on January 27.

“All of our sponsored athletes excel in extreme sports that push their equipment to the limits,” explains Mike Shannahan, Henkel’s director of marketing for the North American general industry business. “Since, the Loctite brand is known around the world for its extreme performance, our sponsorship of Winter X athletes is a natural fit. Our products help keep the athletes’ equipment in top shape for the competitions, allowing it to resist the most powerful forces of man and nature.”

National Hot Rod Association (NHRA) have announced that FRAM Group has renewed its official sponsorship agreement with the world’s largest motorsports sanctioning body.

As part of the multi-year contract, bronchi FRAM automotive filters has extended its designation as the Official Filter of NHRA, while sister brand Prestone will continue its status as the Official Antifreeze/Coolant of NHRA.

Both the FRAM and Prestone brands have been major sponsors of NHRA dating back as far as 1985. As NHRA official sponsors, the FRAM and Prestone brands will receive visibility at all NHRA Full Throttle Drag Racing Series events.

“The FRAM and Prestone brands have been synonymous with NHRA for more than 25 years,” said Gary Darcy, senior vice president of sales and marketing, NHRA. “We value this long-standing relationship, among the longest in NHRA’s history, and their commitment and dedication to the NHRA Full Throttle Drag Racing Series.”

As official sponsor, the brands will have a major presence in the ESPN2 telecasts each race weekend via commercial inventory and in-show sponsor features. In addition, the brands will be showcased on site at the events with display space, signage and bannering rights, commercial inventory and features on the trackside jumbotron and inflatables around the event facility. Both FRAM and Prestone will maintain their current level of participation in NHRA’s Contingency Program. FRAM and Prestone intend to activate their NHRA involvement by utilizing the official logo on select products.

James Cito, director of motorsports, FRAM Group, said: “Our relationship with NHRA and the Full Throttle Drag Racing Series continues to be great for our business and our brands. We had a great 2011 with Spencer Massey taking us to the finals, and we’re excited about an even stronger NHRA program in 2012.”

In addition to their involvement with the league, FRAM and Prestone are the primary sponsors on the FRAM/Prestone Top Fuel dragster driven by Spencer Massey