Coates Hire, ampoule Australia’s largest hire supplier of industrial equipment, ask  has enhanced its sponsorship portfolio of the V8 Supercars Championship by securing the naming rights to the Coates Hire Ipswich 300 at Queensland Raceway.

The deal sees the company become a significant partner of the championship alongside its title sponsorship of the race in August, added to existing equipment supplier deal across the eight V8 Supercar managed events within Australia.

Coates Hire chief executive Leigh Ainsworth said: “As a company we are very proud to be on-board as the naming rights sponsor of the Coates Hire Ipswich 300.

“The announcement marks an extension to our exciting partnership with V8 Supercars Australia and further aligns two very credible and strong market leading brands.

“The Coates Hire Ipswich 300 will be promoted nationally through track signage, promotions, television advertising on Seven and through our Coates Hire Racing partnership with Walkinshaw Racing, Nick Percat and HRT.”

V8 Supercars chief operating officer Shane Howard added: “Coates Hire is a fantastic Australian company and incredible partner for our sport as our events portfolio expands.

“Some of the biggest V8 Supercar events in this country would simply not happen without the great people from Coates Hire ensuring they have essential portable buildings, lighting, toilets, generators and the like.”

In their role as media and marketing partner of the International Ice Hockey Federation, pills Infront Sports & Media have extended their long-term sponsorship agreement with Tissot for the IIHF World Championship.

The watchmaker has renewed its commitment as Official Timekeeper and Sponsor for the 2012-2014 editions of the tournament having been a sponsor since 1996. In addition, the contract also includes a continuation of Tissot’s role as Official Team Sponsor of the Swiss National Team during the IIHF World Championship.

The prolonged agreement provides the company with a comprehensive package of rights, such as perimeter board advertising in prime camera view, hospitality and promotional opportunities in and around the arenas.

As Official Timekeeper, Tissot will also have its logo inserted in the on-screen TV graphics that are transmitted around the world. As Official Team Sponsor of the Swiss National Team, the players’ shirts and helmets will feature the logo of the popular
Swiss watch brand during the IIHF World Championship.

François Thiébaud, President of Tissot, stated: “Every single year, the IIHF and Infront deliver a tournament of the highest international standard, sharing the thrills of ice hockey with fans around the world. For us, this is the decisive reason to stay on
board and further strengthen the link we have successfully established throughout the last 16 years.

“The IIHF World Championship will continue to be a cornerstone in Tissot’s sponsorship portfolio, in particular as ice hockey is most popular in many markets that other sports find difficult to reach to the same extent – such as Russia, Canada, Scandinavia and Switzerland. Along with its broad demographic appeal, the IIHF World Championship is a highly efficient platform for our international communication purposes.”

Bruno Marty, Infront’s Executive Director Winter Sports, added: “The IIHF World Championship is characterised by impressive continuity in sponsor commitment – with Tissot’s prolongation being the most recent example. Long-term partnerships build the
foundation for future development and they also confirm the successful performance of past tournaments.

“The next three years will bring Tissot extensive brand exposure in the arena and on television worldwide. The Tissot Best Player Award is now established and keenly
anticipated by players and fans – it’s a great example of successful sponsorship activation and will further strengthen the connection between the brand and consumers.”

Tissot will be part of a strong sponsor line-up for the annual IIHF World Championship, including Official Main Sponsor Škoda which also recently prolonged its involvement through to 2017.

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Luxury watch manufacturer Omega has secured a five-year partnership with the PGA of America. The deal has been described by Omega as a multi-faceted commitment, medstore and will see them become the official time-keeping partner of the organisation.

Not only will Omega become the official timekeeper of the Senior PGA Championship, PGA Championship and PGA Grand Slam of Golf, but also the official licensee of the 2012 and 2014 Ryder Cup. 

“With our tournaments in Europe and Asia, Omega has long supported the growth of golf as a global game,” said Stephen Urquhart, president of Omega, “and we are looking forward to being involved in the great events organised by The PGA of America. This partnership also gives us a fantastic platform to develop the brand in the important American market.”

PGA of America chief executive Joe Steranka speaking on the deal says, “We are delighted that Omega will become the official timekeeper, delivering quality service and technical support at our premier spectator and member championships.”

Sale Sharks have signed a three year partnership deal with credit card company MBNA. The credit lenders, owned by Bank of America, already sponsor the main stand at the Shark’s stadium, Edgeley Park. However the new estimated deal worth an annual US$500,000 will also include shirt sponsorship, with the MBNA logo appearing on the team’s home, away and European shirts.

Ian O’Doherty, Europe Card Executive for Bank of America, said: “We are delighted to be strengthening our two-year partnership with Sale Sharks. As principal partner we will be much more than a club sponsor; we want to support the growth and success of the club on and off the field and maximise the opportunities this partnership offers both the club and our business.

“The British sports landscape and rugby in particular is a sizable business and represents a significant growth opportunity for us in the UK under our MBNA brand. Sports investment has been part of the Bank of America culture for the better part of 130 years and this rich heritage is grounded in the bank’s belief that sports can bring individuals, communities and the country closer together, while making opportunities possible for customers, clients and communities.”

Commenting on the launch of the partnership, Sale Sharks chief executive Mick Hogan said: “It is tremendously exciting news that MBNA has agreed to become the principal partner of Sale Sharks. Like us, they are based in the North West of England but they operate on a national and international scale. They are no strangers to Premiership Rugby and Sale Sharks, as sponsors of both. It is very encouraging that they have decided to extend their support with the club by becoming our new principal partners. They do so at a time that is very exciting for this club.

“We have a new coaching and management team in place under Steve Diamond, more than 20 new players including a host of internationals joining next season, new training facilities at Carrington and key off-field personal now established at Edgeley Park. With the additional support from MBNA everyone is working to get Sale Sharks back to the heights we enjoyed several years ago. We look forward to working with all the staff at MBNA for the benefit of both their organisation and the on-field success of the Sharks.”

Newly promoted English Championship soccer club Southampton has announced that global brewer Molson Coors (UK & Ireland) has become its official pouring rights partner for the next three years.

The brewers’ leading brands, including Carling, Grolsch and Magners Golden Draught, will all be sold at bars inside the St Mary’s stadium, starting from next season.

The two parties will be running ticket promotions, hospitality events and other offers for the benefit of fans and as well as supplying the club and supporters on match days, Molson Coors will also launch an official Saints Ale in partnership with the club.

The ale will be exclusively available through Molson Coors throughout Southampton and ten pence per pint sold will be donated, by licensees opting to stock the product, to the Saints Foundation.

Laura Lee, regional director of Molson Coors (UK & Ireland) said: “We’re delighted to be announcing our partnership with the club and seeing Carling take its place on the bars at St Mary’s. Kicking off the deal at such an exciting time is great news both for Carling fans and our existing stockists across the area and we look forward to bringing great beers and great promotions to the club.”

Southampton Football Club’s head of sales and marketing, Scott Steedman, added: “We are delighted to welcome Molson Coors into the SFC Commercial Partners programme as our new Official Pouring Rights Partner. Molson Coors is another world class brand to partner with the club and we look forward to working closely with them over the next three seasons.”

English Premier League soccer club West Bromwich Albion have signed a kit sponsorship deal with online gambling site Bodog in what the club say is “the largest sponsorship deal in their history”.

The two-year arrangement will give the gaming company branding opportunities at club’s home stadium The Hawthorns.

In turn, Albion supporters will get a robust online gaming platform with which to wager as they see fit.

West Brom CEO Mark Jenkins stated: “Following our most successful Barclays Premier League campaign there was a great deal of interest in becoming our club sponsor.

“We had a number of options and in the end Bodog presented an all-round partnership that best suits both parties.”

Neither party disclosed financial terms of the deal other than that it was the most lucrative agreement in the soccer team’s history.

The Australian Football League (AFL) has secured the largest financial injection in its history by sealing a three-year contract extension with leading sponsor Toyota, according to chief executive officer Andrew Demetriou.

Toyota has been the Australian Rules League’s premier partner since 2004 and the new deal will see the relationship extended to 11 years in what Demetriou stated was likely to be “the largest sponsorship for any sport” in Australia.

The car manufacturer already holds the naming rights to AFL events such as the Premiership Season, the Finals Series, the Grand Final and the Grand Final Parade.

Demetriou said: “We’ve enjoyed a fantastic partnership with Toyota since 2004 and we’ve seen the partnership just continue to grow. The health of Australian football is largely because of companies like Toyota.

“The game’s grown, we know Toyota’s sales have grown, and to be able to extend that for another three years, in what is a pretty difficult environment, we are extremely grateful. Attendances have increased from 6.6 million people in 2004 to 7.4 million people in 2010 and memberships have grown from 495,000 to over 630,000.”

Toyota Australia senior executive director David Buttner added: “Supporting the game we all love is a priority for Toyota and we want to continue to build our brand by aligning Toyota with the spirit and passion of football. That extends from the elite level right through to the local clubs that are the foundation of this great game.”