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.”

Scottish Premier League (SPL) soccer giant Celtic have announced a new partnership with online betting firm BETDAQ who will work with the club to offer supporters the best odds on matches and a range of sporting events.

The betting exchange allows fans to bet against each other as opposed to a traditional bookmaker. 

Celtic FC Chief Executive, generic Peter Lawwell, medstore stated: “We are delighted to announce the launch of our partnership with Betdaq as our online betting partner for season 2011/12.

“We look forward to offering supporters an exciting betting experience with one of the world’s leading betting exchanges.”

Brian O’Sullivan, Betdaq Chief Executive, added: “Through this sponsorship we are partnering with one of the biggest football clubs in the world, and engaging with a massive supporter base in our key markets.

“The passion of the Celtic supporters is what makes Celtic a truly unique club and we are very excited about becoming Celtic’s online betting partner for the coming season.”

Shell’s motorcycle oil brand, viagra pills Shell Advance have agreed a deal to remain as title sponsors of the Malaysian Moto GP for a further season.

MotoGP rights holder Dorna Sports brokered the deal, seeing the pair team up for the third successive year.

Pau Serracanta, Dorna Sports S.L. managing director, said: “It is our third year working with Shell as a title sponsor of the Malaysian Motorcycle Grand Prix, and it is great to work with a partner that shares our passion for motorcycle racing and understands what a significant role it plays in Asia. We are delighted that Shell Advance has chosen the Malaysian Motorcycle Grand Prix as the venue for the final of its search for the world’s ultimate Seven Riding Wonders and are excited to be a part of the panel that decides the world’s ultimate Riding Wonder.”

Tanmay Jaswal, Shell Advance global marketing manager, added: “As Asia’s foremost motorcycle race, the Malaysian round of the MotoGP World Championship allows us to connect with the aspirations of all the fans in a region where the sport, which represents the pinnacle of motorcycling expertise, is continuing to increase in popularity.”

Emirates airlines has signed a five-year extension of its title sponsorship deal with the Singapore Derby horse race.

Although no financial details have been released, the Dubai based airline is believed to be contributing the greater part of the US$936,000 prize purse.

The extension will see the airline’s association with the race reach its 20th year in 2015.

Singapore Turf Club president Yu Pang Fey stated: “Being associated with one of the world’s top airlines, the Emirates Singapore Derby has now been elevated to a must-go event in both the racing and social circuits.”

ŠKODA and its fleet of vehicles will appear on the start line of the Tour de France for the eighth time in history ahead of the 98th year of the event which starts tomorrow, July 2.

The car manufacturer will be there as one of the main sponsors, the official vehicle of the event and the partner of the white jersey for the best under-25 rider as well as providing the organizers with about 300 vehicles.

At the same time, ŠKODA is a partner of nine professional teams plus the technical assistance team (Mavic), a statement said.

ŠKODA BOD Member for Sales and Marketing Jürgen Stackmann stated: “The Tour de France keeps fascinating people all over the world. The riders put in top-class performances, and we are proud to be supporting this fantastic sports event for the eighth time in history. ŠKODA sees the Tour as a unique opportunity of showing our brand and our products to millions of people worldwide”.

After football and the Olympics, the Tour de France is the world’s third most widely followed sports event, watched by about 15 million fans along the track and approximately 2 billion TV viewers. 

This year’s Tour starts on Saturday in the Western French region of Vendée on the Atlantic Coast and the best rider is going to put on the yellow jersey for the winner on 24 July, under the Arc de Triumph on Champs-Élysées in Paris as usual.

It has been announced that Musto, viagra buy a leading outdoor performance clothing brand, erectile will sponsor this year’s British Beach Polo Championships, taking place on July 8-9 at Sandbanks, Dorset.

Musto will be sole sponsor of the hospitality VIP Marquee, which will play host to a number of high profile celebrities and socialites.

This year Musto launched a stylish equestrian-influenced womenswear range aimed at 17-25 year olds endorsed by brand ambassador and former Eventing World Champion, Zara Phillips. In addition to this collection Musto has also developed its Men’s sailing inspired lifestyle collection, aimed at the fashionable and well-groomed male consumer.

Mostyn Thomas, Marketing Director for Musto, stated: “This partnership with Beach Polo further cements Musto’s positioning as a stylish and aspirational brand. Musto is a British heritage brand founded by an Olympic sailor and has very strong partnerships with both Zara Phillips and Skandia Team GB, so this association with World Class polo played on a British beach marries the two areas of the business well.”

Johnny Wheeler, the head organiser, added: “It’s brands such as Musto that we’re so keen to have on board. Musto will add another element of status to an already prestigious event, helping the British Beach Polo Championships to grow in popularity, size and quality. The VIP Marquee is the hub of the social event, the place to see and be seen and Musto’s presence simply adds another layer of desirability.”

BMO Financial Group have been named as Honda Indy Toronto’s financial services sponsor in a one-year agreement.

The sponsorship package grants BMO the right to showcase its latest travel rewards card, the BMO World Elite MasterCard, with its primary focus on hospitality and corporate ticket holders.

Su McVey, vice president of customer communications and marketing at BMO. said: “Just like IndyCar fans, our customers have the desire to enjoy life’s rewards in the here and now.

“Our partnership with the Honda Indy Toronto will allow us to provide BMO World Elite customers with special benefits and exclusive experiences, while helping us generate strong awareness of the BMO World Elite advantages amongst a perfectly-suited audience of IndyCar fans.”

Charlie Johnstone, vice president and general manager of Honda Indy Toronto, said: “The event brings people together. Some gather for the motor sports, others for social reasons and still others for business purposes. Sponsors appreciate this multi-faceted and diverse audience. We are pleased to see how thoroughly corporate leaders have supported us since we took ownership of the race.”

The Honda Indy Toronto will run from July 8-10 and is expected to attract around 75,000 spectators.

Speedway has announced two partnerships agreements. Auto insurance company Geico has signed a deal to title sponsor Chicagoland Speedway’s Sprint Cup Series race, while Affliction Clothing has added two more races of primary sponsorship to the 2011 schedule.

Geico’s deal, lasting for the next three years, also includes the naming-rights for the first race in the Chase for the Nascar Sprint Cup and is believed to be worth US$1m per year. The agreement will see the company, which already sponsors the No. 13 Toyota of Casey Mears in the Sprint Cup Series, pay less this year and more in the following two years.

Geico is the leading sports spender in the insurance industry, having increased its sports sponsorship spending by thirty percent in 2010 to US$216m.

Chicagoland president Scott Paddock said: “We’ve had a history of B2B title partners, and we’re excited to have a consumer partner.

“We’re excited about their history and commitment to activation. The media and promotional support of this is going to be outstanding. They understand the opportunity this platform provides for them and are putting a very attractive amount of resources behind it.”

Elsewhere, California-based Affliction Clothing will serve as the primary sponsor for the number 17 car in the Sprint Cup Series race weekends in July at Daytona International Speedway and at New Hampshire Motor Speedway.

While financial terms were not released, sponsors typically pay US$500,000 per race.

Tom Atencio, vice president of entertainment and sports marketing for Affliction Clothing, said: “We enjoyed Matt’s performance at both of our sponsored races and are looking forward to watching Matt race the No.17 Affliction Ford at Daytona.”

Alltech has announced that the Kentucky-headquartered organisation will continue as the title sponsor of the World Equestrian Games (WEG).

Pearse Lyons, the founder of animal nutrition company, delivered the news, but made no mention of the financial commitment Alltech will make towards the next edition of the WEG, which is due to be held in Normandy in 2014. The current sponsorship of the 2010 World Equestrian Games in Kentucky was widely reported to be worth US$10 m, and so the latest agreement is considered to be of a similar value.

Lyons: “You don’t put all this time and effort into one event and then walk away. The idea of doing it once, and only once, never crossed our mind. It did not take us 10 minutes to decide to be the title sponsor for the 2014 Games. It’s a no-brainer.

“We want to maintain this. [The] impact of WEG on Alltech has been phenomenal. Our people are walking taller and walking proud and bringing our customers into the hospitality and seeing Alltech everywhere. You can’t put a value on that.”

A formal announcement and details of Alltech’s sponsorship is expected next week in Paris.

The Ford Motor Company of Canada has extended its title sponsorship of the world curling championships, mind staged in Canada, through 2013 with an option for 2014.

It has also expanded its involvement by becoming the Presenting Sponsor of the men’s and women’s world championships held outside of Canada during that time.

Greg Stremlaw, Chief Executive Officer of the Canadian Curling Association (CCA), said: “It is fantastic news that Ford of Canada is continuing its extensive partnership within the sport of curling and as the official automotive company of the Canadian Curling Association. We are very fortunate to be aligned with such a well-respected corporate partner.”

Ford of Canada began its title sponsorship of the men’s and women’s world curling championships in 1995, when the first Ford Worlds was staged in Brandon, Manitoba.

Graeme Whickman, Vice-President, Marketing, Ford Motor Company of Canada, said: “Ford Motor Company of Canada is excited to be continuing its partnership with the Canadian Curling Association and the World Curling Federation for an 18th year as title sponsor of the Ford World Curling Championships in Canada. We value our long-standing relationship with the CCA and the WCF, and are proud to continue supporting the curling community and this world-class event.”

Kate Caithness, President, World Curling Federation (WCF), said, “Special thanks go to the Ford Motor Company of Canada for their continued commitment to support the sport of curling and the World Curling Federation’s flagship World Championship events.

“This latest agreement marks a new era of their partnership with the WCF and CCA. While continuing as title sponsor of our World Championships held in Canada, Ford now takes up the prestigious position of presenting sponsor of our Men’s or Women’s World Championship events held outside Canada.”