Canon has been announced as the ninth global partner of UEFA Euro 2012 soccer tournament in Poland and Ukraine next summer.

As the official still imaging equipment provider, Canon will promote products such as digital still cameras, printers, copiers, scanners and faxes to be used during the tournament.

Canon has a long history of supporting Europe’s flagship national-team event having been a partner of the competition since the 1980 edition, with the exception of UEFA Euro 2000.

As part of the agreement, Canon will benefit from on-screen credit inventory, perimeter board exposure and the ability to run ticket promotions. It will also provide camera and lens repair service centres for professional photographers in each of the eight stadiums.

Canon becomes the ninth global partner for UEFA Euro 2012 following on from the agreements signed with adidas, Carlsberg, Castrol, Coca-Cola, Hyundai-Kia, McDonald’s, Orange and Sharp.

UEFA Events SA chief executive David Taylor said: “We are delighted to welcome Canon back on board for this exciting historic occasion that the staging of UEFA Euro 2012 in central and eastern Europe represents.

“The continuing commitment of Canon, one of the leading global brands in its category, to sponsor the UEFA European Football Championship renews our long-standing partnership and will contribute to the successful staging of the tournament.”

Ryoichi Bamba, president and CEO of Canon Europe, Middle East and Africa, said: “Canon is delighted to rejoin the UEFA family of global sponsors for UEFA Euro 2012. We are passionate about the power of image and such an exciting football tournament provides wonderful opportunities to showcase our imaging products and solutions.”

The UEFA Euro 2012 commercial programme consists of ten sponsors with global rights, as well as four national sponsor slots each for companies in Poland and Ukraine. National sponsors’ rights are limited to the territory of the designated host country.

The English city of Sheffield’s rival professional soccer clubs are to wear identical logos for the first time in their history following a joint shirt sponsor deal.

The one-year agreement is thought to be worth a six-figure sum to Sheffield United and Sheffield Wednesday.

Both clubs said the partnership with firms Gilders and Westfield Health was a positive move for their supporters and the city.

Whilst a deal like this is commonplace in Scotland between the two Glasgow clubs, Rangers and Celtic, It is the first time that it has been agreed in English soccer.

Sheffield United chairman Kevin McCabe said: “With this deal the city has added yet another first to the history books.”

Chairman of Sheffield Wednesday Milan Mandaric added: “This is an exciting partnership for all concerned.”

The two clubs came together to negotiate the deal when local firms said that they would not want to sponsor only one of the city’s teams for fear of being accused of favouring one over the other.

The agreement means Gilders, a Volkswagen dealership, will appear on the front of Wednesday’s shirt when they are at home and United away. Westfield Health, a health insurance firm, will appear on United’s home shirts and Wednesday’s away shirts.

Sheffield Wednesday supporter BigArby on Twitter said: “I think it’s a great idea.”

Another Sheffield United fan said: “I don’t see what harm this does whatsoever, if the deal brings the most cash in then get it done.”

Both clubs will be playing in League One next season, which is the third-tier of English soccer.

The Football League, the oldest association football competition in world soccer, has announced a multi-year extension with American retail oil brand Texaco.

Under the agreement, the Chevron subsidiary will continue as the official motor fuel and motor oil partner of the Championship, the second tier of English club soccer, until the end of the 2013/14 Championship season.

The deal takes the partnership into its sixth year, and is, according to an official statement, “’multi-million pound ‘opt in’ deal also includes designation, club inventory – including perimeter boards – and programme advertising for all participating clubs.”

Financial details of the deal were undisclosed, but the value of Texaco’s new sponsorship is thought to be worth at least US$3.2 million over the course of the deal.

Texaco will also continue to be sponsor of the league’s online fantasy football game, with an online advertising package across The Football League’s official website as well as a number of participating clubs.

The Football League’s director of business development, Kieron Kilbride, said: “We are delighted to have signed a new three-year agreement with the Texaco brand. This extension with one of our group of highly valued partners demonstrates the appeal of our partnership programme which offers brand unique access to both traditional and digital platforms. The Football League has a great track record of building long term partnerships and we are excited that we can now continue to work with the Texaco brand in engaging with millions of fans across England and Wales.”

Stuart McBride, Texaco Brand specialist, added: “The Football League Championship remains a great fit for the values of our brand, and we are delighted to be continuing our relationship. A continuous programme of activity on forecourts, at the football grounds and in the media over the last three seasons has really helped to keep the Texaco brand profile high and ultimately drive customers to our forecourts. We are looking forward to building on the relationships we have developed with the clubs and their fans over the next three seasons.”

Wonderful Pistachios has agreed a deal to become the title sponsor of the Nascar Sprint Cup Series race held at Richmond International Raceway.

The race, held on September 10, will now be known as the Wonderful Pistachios 400.

The multi-year deal will see Wonderful Pistachios sold at most International Speedway Corporation tracks, and means that all but one of the Sprint Cup races now have title sponsors.  

Mark Masten, vice president of sales and marketing, Paramount Farms, the supplier of Wonderful Pistachios, said: “When Nascar followers gather around the track or television to cheer on their favorite drivers at Richmond International Raceway, Wonderful Pistachios wants to be the winning snack. The Wonderful Pistachios 400 will introduce millions of fans to the lowest-calorie, lowest-fat nut that’s fun to eat with friends and fellow fans.”

Track president Dennis Bickmeier added: “Our ‘One Last Race to Make The Chase’ weekend just got even better with the addition of Wonderful Pistachios to the race weekend. The Wonderful Pistachios 400 at Richmond International Raceway will be one of the most exciting and anticipated events of the season and we’re happy to have them along for what is sure to be a wild ride.”

UK-based energy provider Npower has announced it will title sponsor the Challenge Cup, cough which is the label given to a friendly soccer game contested by English Championship side Leicester City and Spanish giants Real Madrid.

As title sponsors, sales Npower, unhealthy which already sponsors the English Football League, will have its name on the winners’ cup to be awarded at the pre-season fixture on July 30.

Emma Collins, sponsorship manager of Npower, said: “Obviously we are delighted to sponsor this occasion and hope that Jose Mourinho’s boys understand that we will be backing the Foxes on the day.”

Tom Grindel, partnerships manager for Leicester City, said: “We are delighted to have a partner such as Npower that is strongly established in the game.”

Toyota has been announced as the female athletes bib sponsor for the 2011 International Association of Athletics Federations (IAAF) World Championships in Daegu. The deal will include the car manufacturer providing 200 vehicles for use at the event, cialis one of which will be used as the lead car in the marathon.

Toyota Motor Corporation has been an official partner of the IAAF since 2003. The partnership also involves the car manufacturer presenting awards to athletes that break world records.

The 2011 IAAF World Championships will be held next month in Daegu, Korea. The event lasts from August 27 to September 4.

Coca-Cola has become the main sponsor of the Camping World Truck Series race at the Talladega Speedway, medic with Fred’s Super Dollar is to act as secondary sponsor. The race will now be known as the Coca-Cola 250 Powered by Fred’s.

Talladega Superspeedway chairman Grant Lynch said: “This is Coca-Cola’s first year as the official soft drink of Talladega Superspeedway, capsule and for them to step up and sponsor a race speaks volumes to the strength of the Talladega brand and the loyalty of our thousands of fans. We look forward to continuing this great partnership between our two companies.

“For Nascar fans, few things could be more fun than soaking up the action at their favourite track with a refreshing Coca-Cola in hand. Unless, of course they were enjoying all the excitement for free!” said Ben Reiling, director, motorsports, Coca-Cola North America.  “At the Coca-Cola 250 Powered By Fred’s, we’re offering fans who shop at Fred’s Super Dollar the chance to spend the day opening some happiness at the Talladega Superspeedway, and it’s all on us.”

In other news, Midwest Wheel Companies has become the sponsor of the pole award at the U.S. Cellular 250. The race takes place at the Iowa Speedway on the August 6.

Midwest Wheel Companies chief executive, Mike Callison, said: “We’ve been serving the Midwest since 1911 and we’re excited to sponsor the pole award for the Nascar Nationwide Series Race. Iowa Speedway’s fans create a great environment at the track. We’re looking forward to celebrating our 100 year anniversary at the track.”

General Motors car brand Chevrolet has extended its sponsorship of Major League Baseball (MLB) in a new five-year deal.

Financial details of the agreement were not disclosed, but  according to Crain’s Detroit Business, the original deal signed in 2005 was reportedly worth US$50 million over a three-year period, and so this deal is expected to be worth a similar amount.

As well as continuing to serve as the official vehicle of MLB, Chevrolet will also present the Ted Williams All-Star Game Most Valuable Player Award and the World Series Most Valuable Player Award. Furthermore, the car manufacturer will present the Roberto Clemente Award – given to a player for outstanding contribution to community service.

Tim Brosnan, Major League Baseball’s executive vice president of business, said: “As two of America’s most iconic brands, Major League Baseball and Chevrolet belong together, and we are proud to announce we’ll be together for years to come. Chevrolet shares our commitment to giving back to the community, and their extensive support of youth baseball is to be commended.”

Kevin Mayer, director of advertising and promotions for Chevrolet, added: “I can remember when ‘Baseball, Apple Pie, and Chevrolet’ was the jingle for Chevy advertisements in the 1970s but Chevrolet and baseball have shared a place in American culture for most of the past 100 years. As such, partnering with MLB is a natural opportunity for Chevrolet to connect fans of America’s pastime – be it watching the World Series and MLB All-Star Game, or while visiting their local ball field.”

English Premier League soccer team Manchester United is the world’s most valuable sports team, worth US$1.86 billion, followed by the NFL’s Dallas Cowboys (US$1.81bn) in second and MLB’s New York Yankees (US£1.7bn) in third.

The list of 50, compiled by Forbes, is dominated by National Football League (NFL) franchises, of which all 32 make the top 50, showing the high value of NFL sport. Soccer has the second-largest number of teams on the list at eight, followed by Major League Baseball (MLB), which landed six teams on the list.

Basketball and Formula 1 both placed two teams on the list. F1′s Ferrari ranks 13th with a worth of US$1.07bn, while McLaren is No. 36 at US$815m.