Red Bull Racing has joined forces with Sonax, healing Germany’s No. 1 car care specialist, which has become an Official Supplier to the team.

Sonax has been involved with Formula One for a number of years and provides a range of premium car care products in more than 100 countries.Using the company’s products, the team will work to ensure its cars, drivenby Sebastian Vettel and Mark Webber, look pristine every time they leave the Formula One garage.

Christian Horner commented: “Good presentation is vitally important in ourbusiness and we value partnerships that enhance and promote this. Sonaxhas an excellent reputation and is a leading manufacturer in its area; theirhigh quality products are second to none and it’s great to be able to use themwithin Red Bull Racing. We welcome them to the team and look forward toworking with them throughout the season.”

Manfred Hoffmann, Owner and Managing Director of Sonax GmbH, commented: “We are looking forward to working with Red Bull Racing. Wehave more in common than simply a passion for motorsports and cars. RedBull’s lifestyle character and innovative strength inspires young fans, whichwill be the main focus of Sonax’s communications.

“The partnership with RedBull Racing will bring the brand closer to young supporters. Sonax enjoys great popularity among motorsport fans who care deeply for their cars – and this co-operation, between the No. 1 in motorsports and the No. 1 in carcare, will help both loyal and potential Sonax customers to trust the rightbrand.”

The Rugby Football Union (RFU) has inked a four-year sponsorship deal with GlaxoSmithKline (GSK), the makers of Lucozade.

GSK are responsible for products such as Lucozade and Maximuscle with both now being used by the England rugby squads from senior level down to youth. The news follows a turbulent period in the RFU’s history which saw CEO John Steele depart and former chairman Martyn Thomas departing soon after. But the announcement marks the first commercial deal since Sophie Goldschmidt left the NBA to take over as the RFU’s chief commercial officer.

The UK’s number one sports drink and nutrition brands will fuel England Rugby, becoming official partners to the Senior, Saxons, Sevens and Women’s squads. Both Lucozade Sport and Maximuscle have an excellent reputation in research and development and as part of this strategic partnership the RFU will utilise their expertise to further develop world-class hydration and nutrition strategies, aiding performance optimisation, endurance and recovery.

Alongside elite rugby, the two brands are committed to supporting adult rugby outside of the professional game and will bring their enthusiasm and expertise to players and clubs throughout the country.

Peter Harding, General Manager of GSK Consumer Healthcare Great Britain and Ireland, commented,“We are delighted to announce the beginning of an exciting partnership with the RFU in what is a promising time for not only the senior England team but English rugby as a whole. GSK are positive that our significant experience in delivering outstanding sports nutrition will help the team maximise its potential, starting with the RBS 6 Nations.”

Sophie Goldschmidt, RFU Chief Commercial Officer, said, “We are excited about our new strategic partnership with GSK’s Consumer Healthcare business.  Lucozade Sport and Maximuscle are leaders in their field and are highly respected within the industry.  This partnership will benefit all levels of the RFU’s elite game, providing products and tailored nutritional expertise to England’s Senior, Saxons, Sevens and Women’s squads – this reinforces our commitment to excellence across all levels.”

England Head Coach, Stuart Lancaster added,” Keeping our players in the best possible health and physical condition is paramount to the team’s success and we are sure that our partnership with Lucozade Sport and Maximuscle can only further help our strength and conditioning team in achieving this. The margins in elite sport are narrowing, so we are looking to this partnership to help us find edges in human performance via hydration and nutrition practices.”

UK based tennis brand Mantis have announced today former British number 1 Greg Rusedski has become a brand ambassador.

The new addition to the Mantis team comes on the back of a successful first full year in the market, ed which has also seen them become the official tennis racket and ball partner to the AEGON Masters Tennis Championship.

Rusedski, a US Open finalist, former World number 4 and Great Britain Davis cup star, will play a major role in future product development and an active part in the testing of new Mantis ranges.

The Wimbledon quarter finalist will be using a Mantis Tour 305 racket in his day to day role as a talent and performance ambassador for the Lawn Tennis Association.

Rusedski, who also works as a tennis pundit on TV, said; “I am delighted to be joining the Mantis team as an ambassador for this exciting new British brand.”

“The passion, attention to detail and love of tennis was apparent from the first conversation I had with the guys at Mantis. Great rackets just have that feel about them the moment you pick them up for the first time and for me, it was definitely the case with the Mantis frame.”

Despite being a relatively new brand Mantis have had a fantastic response both in the UK and internationally, with their philosophy of producing products of exceptional quality at vastly superior prices at the heart of their core values.

Martin Aldridge, Founder and Managing Director of Mantis, said; “The signing of Greg Rusedski as brand ambassador demonstrates our commitment to the expansion of Mantis in the coming years.

“Greg’s expert knowledge and his experience in the game at the highest level will be invaluable moving forward as we continue to extend our portfolio of high quality products.”

Danish Soccer clubs F.C. København and FC Midtjylland have agreed a three-year sponsorship deal with Unibet, ed with the Swedish online gaming operator becoming the exclusive betting partner for both clubs. 

The deal will see an increase in the entertainment and media FCK fans can expect to find on match days. Lions CEO Anders Hørsholt was on hand to speak to FCK.DK about the new agreement:

As the gaming market in Denmark has now been partially liberalised, buy Danish football has become a focus for foreign gaming providers. By virtue of our position as the best football team in Scandinavia and a regular participant in European competition, we are an attractive partner. We have negotiated with a variety of betting providers, but Unibet has proved to be the single most interesting partner.

Unibet will be Denmark’s favourite betting provider, and we see sponsorship of FC Copenhagen as a natural step on this road. We are convinced that the loyal fans of FC Copenhagen will benefit from our initiatives in this regard.

“Unibet is focused on being a dedicated gaming operator in Denmark, so we are delighted to announce this partnership with two of the most ambitious clubs in Denmark,” Unibet’s general manager for Denmark, Kim Olesen, said this week.

“The level of ambition in Copenhagen and Herning accords well with the thoughts we have about our own position in the Danish gaming market. Unibet wants to be the preferred online betting operator in Denmark and the cooperation with F.C. Copenhagen and FC Midtjylland supports our ambition and commitment in the Danish market.

“It is two unique clubs, each with its own sharp profile: FCK has for several seasons demonstrated its international strength and have represented Denmark excellent in the European club competitions, while FCM is strongly rooted in its region and for several years has been developing local football talents from its own academy. ”

Anders Hørsholt, CEO of F.C. København said: “Unibet has shown a particular interest and commitment to activate the sponsorship towards F.C. Københavns fans both on and between match days. We are looking forward to this collaboration and are confident that the sponsorship will be of great benefit to Unibet, F.C. København and the fans.”

“Unibet is the closest thing you [can] get to a perfect match with FC Midtjylland,” said FC Midtjylland sports director Jens Ørgaard. “Unibet is a well-known operator, and has, like we do, a desire to challenge the established. Unibet understood immediately the potential of our unique regional club cooperation, and could therefore make an offer that was interesting for both FC Midtjylland, but also for our 150 cooperative clubs whom will play an important role in cooperation with Unibet. ”

German sports apparel giant adidas has become the Official Sportswear Partner to the Professional Squash Association (PSA) World Tour.

The two-year agreement, cialis which starts in January 2012, allergist will see adidas provide clothing to all PSA staff and officials at each of the PSA World Series events – the top tier events of the PSA World Tour.

The deal comes as the PSA starts to implement its World Tour Partner Programme that looks to exploit the rapid expansion in the global broadcast coverage of squash in the past 18 months.

Alex Gough, viagra sale Chief Executive of the PSA, commented: “I am delighted that we have entered into a partnership with adidas. Both the PSA and adidas have the very highest ambitions for the sport of squash and clear visions for the future of our sport.

“Squash is in an exciting phase of commercial development and we are looking to attract Tour partners across a range of categories – having adidas come on board is a real boost for the Tour.”

Toby Glyn, adidas global sports marketing manager, added: “We are delighted to add this partnership to our sporting portfolio. With participation numbers continually growing and squash attracting a younger audience it is a great time to be associated with the sport.”

Liberty Syndicates Brazil, store a member of Libert Mutual Group, clinic has joined the likes of Sony, adiposity Coke and adidas in sponsoring the FIFA world cup in 2014.

As part of an agreement with FIFA, both Liberty Syndicates (Brazil) and Liberty Seguros (another member of Liberty Mutual Group), will be officially recognised as National Supporters of both the 2014 FIFA World Cup Brazil and the FIFA Confederations Cup Brazil 2013. The sponsorship agreement runs until October 2014.

“This is a unique opportunity to raise the profile of Liberty Syndicates’ Brazilian business,” said Liberty Syndicates CEO Nick Metcalf. “Football is almost universally recognised as the world’s most popular sport, and the 2014 FIFA World Cup represents the pinnacle of the professional game.

“With such a strong tradition of passion and support for football in Brazil, this sponsorship offers us the rare chance to reach a huge potential audience.”

Liberty Syndicates has only been trading in Brazil since 2009 but they already have offices in both Rio de Janeiro and São Paulo.

Florian Kummer, Liberty Syndicates’ Manager of Latin America Operations, said, “No-one thinks of Brazil without associating it with the ‘beautiful game’ and its colourful supporters. Football is a national obsession in Brazil; the people here eat, drink, and breathe the sport.

“To be recognised as a National Supporter of the 2014 FIFA World Cup will not only help strengthen our already significant market presence, but will also demonstrate our long term commitment to the country and our clients in the insurance sector.”

William Hill Sportsbook & Racebook, the UK’s leading sports betting and gaming providers, have been unveiled as the new official betting partners of the McCoy’s Premier League Darts.

The deal continues the bookmaker’s association with the sport following their successful sponsorship of the 2011 William Hill Grand Slam of Darts at the Civic Hall in Wolverhampton.

The new partnership with the PDC will allow William Hill to offer punters the opportunity to bet at each of the Premier League venues. They will also have a presence on the players’ shirts and at the fifteen arenas around the country.

“We thank William Hill for their continued backing,” said PDC Chairman Barry Hearn. “The William Hill Grand Slam of Darts was a huge success and it’s great to welcome them as the official betting partners of the McCoy’s Premier League Darts.

“The tournament is building into the most exciting yet since this concept was introduced in 2005 and we’re delighted to have their support.”

Kristof Fahy, Chief Marketing Officer at William Hill, added: “We’re proud to become the official betting partners of the McCoy’s Premier League. Darts is one of the fastest growing sports in the world, and we’re really excited to be associated with this fifteen night sporting extravaganza.”

“We think Phil Taylor’s early exit in the World Championships can be put down to a bad night at the office. He’s still the man to beat in our book and it would be a brave man backing against ‘The Power’ landing his sixth Premier league crown.”

The Professional Golfers Association (PGA) has extended its official supplier portfolio with the addition of leading golf equipment and furnishings firm Tacit.

Rugby-based Tacit produce a range of on-course material including flags, pins, cups and other course equipment which is used by leading clubs in the UK and abroad.

Manager director Tim Webb whose parents started the family-run business 25 years ago is hoping the relationship will help increase their profile among PGA professionals and also provide them with additional commercial opportunities.

“We are well-known in the green-keeping industry but not so well known on the pro side of things,” said Webb.

“We work with around 65 per cent of clubs in the UK and believe there are lots of things that pros can do to improve their captain’s days, pro-ams or society days with the opportunity to up-sell so many of our products.

“We can do bespoke flags, banners, cup inserts and a wide range of course related products that the pro can utilise to create value for sponsors and also help their clubs generate a margin.

“There is a revenue stream that is not being tapped into by a lot of pros. Among some of the ideas, popular in Ireland for example, is the presentation of a memento flag to the outgoing club captain or club pin flags sold in the pro shop.”

Tacit is an established golf brand and is also well known in rugby and football circles. It has good links in France and Sweden while new business is taking off in Turkey and Greece.

The company is also making forays into America where it will dress Chambers Bay for the 2015 US Open.

“We are a top-end down company and quality and service is our strength,” added Webb. “The important thing is making sure the customer gets what the customer really wants.

“More and more clubs appreciate the importance of how the course is presented and dressing the course for a special event can really show the efforts that have gone into organising the day. It is the little things that people notice and attention to detail for corporate events or captains’ days make a difference.”

Robert Maxfield, PGA Commercial and Property Director, commented: “We are delighted to welcome Tacit as an official supplier. Tacit have a strong history and heritage and we look forward to working with them to provide opportunities for PGA members and enhancing our PGA branded properties throughout the world.”

French apparel company, remedy Lacoste, impotent  has signed a four-year partnership with American Tennis player John Isner beginning this month.

The 26 year-old American is currently ranked No.17 in the world and joins the likes of Andy Roddick and Nicolas Mahut in representing the brand. Isner gained most recognition during Wimbledon 2012 after he defeated Mahut in the longest match in tennis history.

“I am proud to represent a brand that has such strong history in tennis and sports values. I am absolutely thrilled to be associated with such an amazing company and to become an ambassador for the Lacoste brand and the René Lacoste legacy around the world” says Isner.

Isner had sported Nike apparel and footwork from his college years at the University of Georgia, and will now join a strong Lacoste team which includes Richard Gasquet and Milos Raonic.

Christophe Chenut, CEO of Lacoste, commented: “We are very pleased to welcome John Isner to the Lacoste team. He joins Nicolas Mahut among others with whom he holds the record for the longest game in the history of tennis! We are very confident in his next results, especially on fast surfaces.”

Steve Birkhold, CEO of Lacoste USA, added: “Having John Isner as an ambassador for our brand in conjunction with Andy Roddick is a wonderful opportunity. He will serve as a great representative as he embodies the true spirit of Lacoste. We look forward to this new partnership that will surely bring excitement to our American fans.”

Katherine Legge, new member of the Dragon Racing team will have the name of TrueCar on her No. 6 Lotus/Dallara/Firestone IZOD IndyCar Series race car for the 2012 season after the automotive marketplace company became the title sponsors of the team.

TrueCar Inc  has been moving into the motorsport arena to help market its automotive marketplace solutions for both buyers and sellers – focusing on women, who influence 80 percent of all car buying decisions and purchase 40 percent of all cars, research has shown.

To further its progress in this field TrueCar chose Legge, 31, of Surrey, UK as a prominent member of its fleet of ambassadors.  The inaugural TrueCar Racing team includes many other top women racers in the US, competing in several professional and development racing series.

Legge, the most experienced driver in the TrueCar “Women Empowered” stable, is the first woman to capture a major open-wheel victory in North America, winning three races and finishing third in her rookie Toyota Atlantic Championship year.  She moved to the Champ Car World Series in 2006-7, later awarded a coveted Formula 1 test.  

Moving to Europe in 2008, Legge competed in the ultra-competitive DTM series as an Audi factory driver, where she regularly outran both veteran and ex-Formula 1 competitors.  But she still had her mind on racing in America in open wheel cars.  She spent much of the 2011 season letting team owners know she wanted a return to the Indy cars.

“I am beyond proud to be joining the TrueCar Racing Team,” she said.  “From all of the talented TrueCar employees, to their partners and dealers, we are all on the same mission – to empower drivers like myself and my teammates to become champions in racing, while similarly empowering women across America to become confident car-buyers through TrueCar and their outstanding certified dealers,” Legge explained.

Just this past week, Dragon Racing was announced as a member of the LotusRacing family; the team will race using Lotus’ John Judd-designed and built V6 2.2-liter twin turbo engines.  

Jay Penske, team owner/manager of Dragon Racing and founder, chairman and CEO of Penske Media Corp said: “I am extremely excited and proud to partner with Lotus Cars and TrueCar.  The combination of having the technical suppler of Lotus as a factory team, the financial backing of a game-changing company like TrueCar as a primary sponsor – and the unquestionable driving skills of Katherine and Sebastien (Bourdais, her teammate) – marks us as a force to be reckoned with in 2012.”

Charles Kim, TrueCar’s head of motorsports, added: “Katherine Legge brings such amazing drive, determination and excellence to the TrueCar Racing Team. She has excelled at every level of racing in which she has competed, and is truly an inspiration to both men and women on and off the track.  We expect 2012 to be her biggest year yet as she returns to the US open-wheel racing scene in her debut IZOD IndyCar Series season.”

TrueCar founder and CEO Scott Painter admitted he and his company are “excited about our partnership with Dragon Racing and Lotus.  Together we are going to make a very bold statement both on and off the track in 2012 and beyond.”