Iceni, cialis an English natural mineral water company, illness  has agreed a deal with Badminton England to become the official hydration supplier to Team England, becoming the sole water provider at all major tournaments held in England until 2013.

In addition, Iceni will have fully branded fridges positioned on the courts in full view of the cameras, as well as advertising opportunities at the National Badminton Centre in Milton Keynes for the duration of the sponsorship and the players will be drinking Iceni throughout.

Commenting on the sponsorship, Brett Fleming-Jones, managing director of Iceni Water, said: “We are delighted that Iceni has been selected by Badminton England to be the ‘Official Hydration Supplier’ to Team England, which features our nation’s elite badminton players.  We believe the Iceni brand to be the perfect fit for this high pace sport.

“Staying properly hydrated by drinking water during exercise is key to achieving optimum levels of performance.  As such, Iceni has always had a strong link with sporting activity and has been the water of choice for many top players.”

Ferrari has extended its partnership with Marlboro, a brand of tobacco company Philip Morris, for another four years, despite cigarette advertising being banned in Formula One.

Marlboro has been Ferrari’s title sponsor for the past 14 years, although the logo has not appeared on the F1 car for the last 4 of those since the 2007 Chinese Grand Prix. 

The Formula One team signed its current deal with the tobacco company in 2005, with the new deal extending the partnership until the end of 2015. The previous deal was due to expire at the end of this year.

Anti-tobacco advertising legislation forced the Marlboro logo off the F1 car but has not prevented the company from renewing their backing of the world renowned team. The sport’s most successful team removed a controversial barcode design last year, following claims the subliminal advertising hinted at the Marlboro brand – however, the team still refers to itself as ‘Scuderia Ferrari Marlboro’.

Meanwhile, General Electric has become Formula One’s Team Lotus’ new partner, and the GE brand will be seen on the team’s cars and across the race and factory structures starting from the British Grand Prix next month.

A Team Lotus statement read: “The partnership with GE provides extensive brand and business benefits to both parties, giving GE a high-profile global platform to showcase advanced technologies and providing Team Lotus with leading edge technological, R&D and manufacturing resources that will help accelerate the team’s progress, on and off track.”

Team principal Tony Fernandes said the signing was a “resounding endorsement of the remarkable development” of the team and added that they were exploring some initiatives including future automotive electrification technologies, materials sciences, design processes and core engineering competencies.

Fernandes added: “In short, we have a huge array of platforms to work across driven by passionate people in both organisations who can’t wait to put their collective imagination to work.”

Whilst, Jeff Immelt, Chairman and CEO for GE added: “We are excited to sponsor Team Lotus and continue our relationship with Tony Fernandes. We have worked with Tony for many years and know his commitment to the aviation business. The global appeal and popularity of Formula One provides a unique opportunity for GE and we look forward to great things from Tony again as we become part of his team.”

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Lavazza has announced that it has become the Official Coffee of the Wimbledon Championships after securing a three-year deal from 2011 as part of its consolidated long term strategy of taking the Lavazza brand international.

The deal will see the Italian coffee brand being supplied across 60 service points at The All England Lawn Tennis and Croquet Club, erectile including 13 public cafés and restaurants, generic all hospitality areas and the media centre, ailment as well as serving all officials and players.

Lavazza vice president and strategic marketing director Giuseppe Lavazza said: “We decided to become a partner because tennis, and Wimbledon’s values, are so consistent with Lavazza’s – amongst them heritage, tradition, authenticity and an excellent experience. In Italy, Lavazza is as iconic in terms of coffee as Wimbledon is for tennis in the UK. Coffee is very much part of the social fabric of life and Wimbledon is a major social occasion, as well as a world class tennis event.”

The All England Lawn Tennis Club commercial director Michael Desmond added: “We are delighted to have entered into this partnership with Lavazza. Wimbledon and Lavazza share the same enthusiasm for high standards and quality of product, as well as a determination to enhance the values for which out two brands are renowned. Lavazza will bring Italian style and, as importantly, its distinctive flavor which will enhance the Wimbledon experience for all our visitors.”

The partnership will be supported by a UK focused advertising campaign in print and outdoor media, as well as in-store competitions with selected outlets and sampling for Wimbledon spectators.

In addition, Lavazza will communicate its partnership with Wimbledon through a European wide print, outdoor and online media advertising campaign and launch a brand new, global website dedicated to the partnership, as well as several consumer promotions.

Business insurance specialist QBE has announced it has signed an agreement with the Rugby Football Union (RFU) to replace outgoing Investec as title sponsor of the Autumn Internationals.

Banking group Investec announced last week that it was ending its 12-year commercial partnership with the RFU after England’s fixture with Wales on 6th August – putting an stop to a sponsorship dating back to December 1998.

The RFU’s new deal with QBE will run for four years, starting in September 2012 through to the end of July 2016, and reflects the company’s ongoing commitment to rugby. The agreement expands upon QBE’s existing partnership with the RFU and complements their back of shirt sponsorship with Premiership Rugby.



Steven Burns, chief executive officer of QBE European Operations, said: “We are very pleased to become the title sponsor of such a prestigious tournament in the sporting calendar.
 


“The partnership not only deepens our existing relationship with rugby, but also allows the QBE brand and business to grow in the longer term. We look forward to developing the series together with the RFU in the coming months.”

The deal was finalised while the RFU on the lookout for a new CEO after the somewhat shock departure of John Steele last week. Steele was heavily criticised for the handling of the appointment of a new performance director of the body, with former World Cup winning coach Sir Clive Woodward withdrawing his candidacy to remain faithful to his duties with the British Olympic Association (BOA).

Major League Soccer’s (MLS) new franchise for next season, Montreal Impact have already announced a five-year partnership program with BMO, which will officially begin in 2012 when the team enters the league.

BMO will become the team’s leading sponsor, and their logo will feature on the front of the team’s kit as well as in a special section of the stadium, on the player’s bench, at the stadium’s entrance and on the home tickets.

The Impact’s president, Joey Saputo, announced the new sponsorship program yesterday, June 14, stating: “Today, we have reached another historic milestone. It is with great pride that we announce a great partnership for a great soccer city. BMO Financial Group is a financial institution that is constantly increasing its involvement with the soccer community. Through BMO, the Impact is giving its firm commitment to remain accessible even after it enters MLS.”

The president of BMO Financial Group, L. Jacques Ménard, also announced special programs such as “BMO Team Up with the Impact,” which will enable young players from local club to attend next season’s home games, in a special section.

Menard added: “We are delight to be joining the Montreal Impact as the exclusive presenting partner when the team makes its entry into MLS in 2012. This important partnership is proof of our mutual commitment to developing soccer in Quebec. BMO is product to associate its brand with the world’s most popular sport and with a team that will pull in crowds and thrill Montrealers and Quebecers.”

BMO customers will be able to take advantage of the “Power of Blue” program for all the Impact’s MLS home games, such as a discount on tickets, an exclusive entrance to the stadium, VIP treatments other unique experiences.

BMO is also a major partner of fellow Canadian MLS clubs Toronto FC and the Vancouver Whitecaps and the deals value is believed to be in line with these existing agreements at around US$2Om.

It has been announced that IPL will extend its relationship with English rugby union club Bath under new terms, taking the partnership between the two organisations into its third year.

Having initially served as Bath’s main sponsor for the past two seasons, with logo placement on the front of the player’s shirts, IPL’s latest deal with the club sees the software development company become the team’s official business partner for the 2011/12 Aviva Premiership season.

IPL will now be able to brand The Recreation Ground’s south stand under the agreement, as well as corporate hospitality boxes in addition to helping organise high-profile business events.

Though financial details were not released, with no branding on the club’s playing shirts next season, the value of IPL’s new sponsorship is thought to be worth significantly less than that of previous seasons.

Shaun Davey, IPL chief executive officer, stated: “We are pleased to be able to continue our relationship with Bath Rugby. We have always felt that IPL and Bath Rugby share many common values. We support the club’s aspirations to grow and are keen to contribute to that success.

“Whilst being the main sponsor helped us to raise our profile, we are now looking to focus awareness on the specific services that IPL offers within the public and private sector business community. As the official business partner we are able to continue to support the club whilst meeting our business objectives.”

Bath Rugby chief executive, Nick Blofeld, added: “We are really looking forward to continuing our strong relationship with IPL. They are a great local company, who we have really enjoyed working with, and are very thankful for their continued support, exemplified through this new partnership.”

ASICS was unveiled as the official sportswear and running shoe partner of the Bupa Great Run Series yesterday, June 14, through a three-year sponsorship package.

The agreement will see ASICS, the market leader in the performance running footwear market, partner with the world’s biggest running programme, displaying, promoting and selling  products at some of the largest running events in the UK.

In addition ASICS will create a dedicated area on the Great Run website to give product and training advice for runners. The sponsorship is part of the brand’s increased marketing investment in 2011, which has seen ASICS’ first UK television spots supplemented with increased advertising investment in the sports sections of national press, specialist vertical press and large scale activity in national premium gym chains.

The Great Run Series is the latest addition to ASICS’ sponsorship portfolio of some of the biggest running events in the world – including the Paris, New York, Rome and Tokyo marathons.

ASICS Managing Director UK & Ireland, Barry Mellis, said: “This partnership with the Great Run Series will cement ASICS’ position as the runner’s choice in the UK. The Great Run Series events are extremely popular with experienced and novice runners alike and our expertise in producing the most advanced running shoes and apparel make this an ideal match.”

The most notable races in the 10 race series include the Great North Run, the world’s biggest half marathon, the Great South Run which is the UK’s biggest 10 mile event with 25,000 participants and the Great Manchester Run and the Great City Games which both take place in Manchester city centre on May 15, 2011.

Nicky Homes, Commercial Director, Great Run Series added: “ASICS is a perfect fit with the Great Run Series, we are looking forward to continuing the success of the race events with a partner that has runners at the front of mind at all times.”

The Major League Baseball (MLB) franchise New York Yankees have announced Canadian Solar as an official sponsor.

The Chinese manufacturer of photovoltaic cells and panels joins a host of major corporate sponsors the world’s most successful franchise in baseball, including PepsiCo, Canon, Delta Air Lines, MasterCard and Bank of America.

Michael J. Tusiani, Yankees senior vice president of corporate sales & sponsorships, stated: “We are extremely pleased about our new relationship with Canadian Solar. We hope its in-Stadium signage will strengthen the importance of environment attentiveness, which is a significant platform for our organisation.”

Shawn Qu, chairman and chief Executive of Canadian Solar, added, “Canadian Solar is proud to become an official sponsor of the iconic New York Yankees. The New York Yankees have always transcended the sport of baseball, with the franchise recognised globally for its championships, professionalism and excellence. Canadian Solar also represents excellence to solar customers worldwide, backed by our history of technology innovation, proven performance and superior customer service.

“By joining with the New York Yankees, we can now leverage one of the world’s most powerful, global brand-building platforms to further expand awareness of Canadian Solar and our innovative, affordable, cost effective solar energy solutions.”

Consumer electronics brand Elonex has signed a multi-year sponsorship deal with English rugby union club London Irish.

In addition to logo placement on the back of the team’s playing shirts, the six-year deal sees the Birmingham-based technology company providing LED match-day advertising boards and e-tail equipment to the English Premiership club.

The agreement sees Elonex become the Reading-based team’s official advertising agent, selling any unsold LED advertising boards for match days.

Elonex chief executive, Nick Smith stated: “Elonex has invested heavily in its UK sports division and has a long and successful history in providing the very latest, market leading electronic technology to the industry. This partnership with London Irish sets a new precedent in the rugby Premiership which we hope will bring many new opportunities and benefits for Elonex as it looks to extend its reach into the sport.”

Richard Marsh, London Irish commercial director, added: “London Irish wants to be at the forefront of innovation within rugby which is vital for success both on and off the field. Introducing the technology available through Elonex to enhance in-stadia advertising and retail operations ensures that we keep ahead of the pack and continue to improve and maximise revenue streams.”

Kia Motors America has been unveiled as the presenting partner of this year’s National Basketball Association (NBA) Draft, replacing Electronic Arts (EA) in the process.

The car manufacturer, which is already the official automotive partner of the league, has expanded the partnership to support the event to be held at Prudential Center in Newark, New Jersey, on June 23. The Draft will be televised live on ESPN, with Kia’s brand prominently featured throughout the event at the host venue and also through coverage on NBA TV and NBA.com.

Kia Motors America vice-president of marketing and communications Michael Sprague stated: “At Kia, we are true fans of the game, and following the drama and excitement of the outstanding 2010-11 season we are pleased to be expanding our basketball presence as the presenting partner of the 2011 NBA Draft. Our relationship with the NBA has significantly raised awareness and consideration for the Kia brand and our diverse line-up of stylish and fuel-efficient vehicles, and we look forward to sharing the passion and energy of the NBA Draft with basketball fans across the country and around the world.”

NBA executive vice-president of global marketing partnerships Mark Tatum added: “The NBA Draft is one of the marquee events on the NBA calendar and Kia Motors is an ideal fit to serve as the event’s presenting partner. Since our partnership launched, Kia Motors has dedicated itself to connecting with our passionate fan base, and presenting the 2011 NBA Draft will provide it with another unique way to highlight its vehicles and create unique experiences for our fans.”

Kia Motors will present the ‘Kia NBA Drive to the Draft’ feature on NBA.com, which will include the NBA Draft Prospect Index and Profile Pages of approximately 160 draft prospects.

This year’s Draft will take place under a cloud, with the NBA currently locked in negotiations with the players’ union in a bid to seal a new collective bargaining agreement by the end of this month, when the current deal expires.