English rugby union club London Irish has announced that The Ridgeway Group has signed up to become an official first team kit sponsor.

The logo of Ridgeway, one of the UK’s largest motor retail groups, will appear on the sleeve of the first team playing shirt and replica jerseys, along with the Volkswagen and Audi brands. 

Ridgeway will not only pay a sponsorship fee, but also supply the club with cars for business use and a series of exclusive offers and promotions throughout the season for London Irish supporters.

The Ridgeway Group is a leading new and used passenger car dealer for Audi, Volkswagen, Mercedes-Benz (and AMG), Škoda and smart and the company’s CEO John O’Hanlon said: “We are excited to be sponsoring London Irish and believe that this makes true business sense for Ridgeway.  

“The geography and the demographics of our markets are closely aligned and we therefore see much benefit in building a closer relationship between our two organisations.”

Richard Marsh, commercial director for London Irish added: “As a major local company, Ridgeway is an ideal partner for London Irish and we are delighted that we have struck an agreement which will bring many benefits for them, us, their customers and our supporters alike.”

National Basketball Association (NBA) finalists the Miami Heat, who are looking to win the sport’s top prize as they face the Western Conference champions Dallas Mavericks, have agreed a multi-year strategic partnership with Duffy’s Sports Grill.

Duffy’s have been named as the official sports grill of the Heat in a deal which includes co-branded marketing initiatives at all 24 Duffy’s locations on the east coast of Florida as well as at the Heat’s home court, the AmericanAirlines Arena, throughout next season.

Duffy’s is also the official sports grill of South Florida’s three other professional sports teams, National Football League (NFL) side the Miami Dolphins, Major League Baseball (MLB) franchise the Florida Marlins and the Florida Panthers from the National Hockey League (NHL).

Paul Emmett, president of Duffy’s Sports Grill, said: “We are proud Duffy’s has been chosen as the official sports grill of the Miami Heat. With what promises to be an explosive NBA Championship Series, it’s an exciting time to partner with the Miami Heat organisation.”

Eric Woolworth, president of the Heat group’s business operations, added: “Due to their significant regional presence, combined with their future expansion plans, Duffy’s Sports Grill is a perfect partner for the Miami Heat. Partnering with Duffy’s will allow us to extend the excitement of the Heat experience beyond the AmericanAirlines Arena to all of South Florida.”

J.P. Morgan has become a major sponsor of Lord’s and its iconic media centre after agreeing a four-year deal, the Marylebone Cricket Club (MCC) has announced.

MCC have revealed that the deal is the “biggest and most comprehensive” in its 224-year history and covers a comprehensive package of rights including the naming of the Media Centre, hospitality facilities and widespread branding at the London-based cricket ground.

The contract was signed in the newly-named J.P. Morgan Media Centre, a multi award-winning facility that opened in 1999, by MCC chief executive Keith Bradshaw and Daniel Pinto, chairman of J.P. Morgan’s European Management Committee.

Pinto stated: “J.P. Morgan is proud and honoured to be a sponsor of Lord’s. This sponsorship gives us an exceptional opportunity to support the home of cricket and enhances our visibility in the international markets where MCC carries out its work.” Jon Robinson, MCC’s head of sales and marketing, said the contract represented a “very good strategic fit for both parties”.

Bradshaw added: “We are looking forward to a mutually beneficial partnership, which will ensure MCC’s continued investment in cricket-related projects around the world. The Media Centre is a highly visible, iconic building, and it is fitting that a global institution such as J.P. Morgan is now its sponsor.”

The second Ukrainian national sponsor for the UEFA 2012 European Championships has been unveiled as telecommunications company Ukrtelecom JSC.

Ukrtelecom will work with Poland’s technology partner Orange/TP in delivering technology solutions at Euro 2012, price to be jointly staged by the two nations next year.

Ukrtelecom will also be able to run ticket promotions for its customers and will receive brand recognition in tournament stadiums and associated venues in Ukraine under the terms of the agreement.

UEFA general secretary David Taylor said: “We are delighted to welcome Ukretelecom as a member of the UEFA Euro 2012 sponsors’ family and are looking forward to working with them in the delivery of IT solutions for the benefit of the tournament.

“As host broadcaster for UEFA Euro 2012 it is crucial we have best-in-class services from our technology partner Ukrtelecom, generic in order to deliver the live match signals from Ukrainian stadiums to Uefa’s many broadcast partners and then on to football fans around the world. We believe the combination of their extensive telecommunications network and their expertise in technology solutions will help to transmit the passion and success of UEFA Euro 2012 to fans from all over the world.”

Ukrtelecom is one of an eventual eight national sponsors of Euro 2012, four coming from each host nation. So far Polish confectioner E. Wedel and Ukrainian home improvement chain Epicentre K have been named national sponsors of Euro 2012.

Georgii Dzekon, head of Ukrtelecom’s management board, said: “We are glad UEFAhas recognised Ukrtelecom’s ability to implement telecommunications projects of such a level of complexity and scale. It’s real international recognition of the absolute leadership of Ukrtelecom as the only national operator able to provide such a comprehensive range of telecommunications services throughout Ukraine.

“Ukrtelecom is 100 per cent ready to confirm its high status within UEFA Euro 2012 – the first UEFA European Football Championship to be held in central and eastern Europe. We will do everything possible to ensure that telecommunications for the championship meets the highest international standards.”

Thames Water has been appointed by London 2012 as the Official Water Utility Services Provider of the Games.

As part of the deal announced yesterday, May 31, Thames Water will be a Tier Three sponsor and will provide all water utility and waste water services at London 2012 venues, ensuring clean, reliable tap water and sanitation to the Games.

Thames Water has already won a contract with the Olympic Delivery Authority (ODA) to build the UK’s biggest ever black water recycling plant on the edge of the Olympic Park, which per year will conserve the equivalent of up to 83 Olympic-sized swimming pools of water, treated to drinking standards.

London 2012 commercial director Chris Townsend stated: “We are thrilled to welcome Thames Water to the London 2012 sponsorship family, their expertise and attention to detail will ensure our venues are not just operational at Games time but are world class theatres for spectators to see athletes from across the globe compete at the greatest show on earth.”

Thames Water, which serves London and the Thames Valley, is Britain’s biggest water utility services and sewerage company, become the 25th Tier Three supplier and provider.

Martin Baggs, the chief executive of Thames Water, said: “It is fitting that as the UK’s biggest water utility company we should provide our essential service to the London 2012 Olympic and Paralympic Games. 

“Water is a precious resource, which we must use wisely – and we are glad London 2012 recognises this as it plans to deliver a sustainable Games.”

Lassa Tyres, bronchi a Turkish tyre manufacturer, has agreed an official partnership with English Premier League soccer club Bolton Wanderers for the 2011/12 season.

The company are the biggest producer of tyres in their home country and the seventh largest in Europe, and join fellow tyre brands Kumho (partners of Manchester United) and Maxiss (Aston Villa, Everton, Liverpool and Tottenham Hotspur) as an official Premier League team sponsor.

The partnership, brokered by the Samson Sport Consultancy, was lauded by Halit Sensoy, director of international sales and marketing for Lassa, who stated: “We are delighted to be entering into a partnership agreement with Bolton Wanderers. Lassa Tyres is a growing brand that provides great value and performance for our customers and we see many of the same values in the team at the Reebok Stadium. I look forward to showcasing our products to the loyal Bolton supporters.”

Gareth Moores, commercial director of Bolton Wanderers, added: “This fantastic announcement further demonstrates Bolton Wanderers’ ability to attract industry leaders and global brands who wish to be associated with our on and off-field success. We look forward to building a mutually beneficial, long-term relationship with Lassa Tyres by combining a truly global brand advertising platform with opportunities to engage with our rapidly growing fanbase.”

Al-Ahly, Egypt’s most successful soccer club, have signed a three-year-deal with Al-Ahram Advertising Agency which will see them receive around US$23.7m.

The deal is believed to be the largest ever in Egyptian soccer history and is nearly double that of the three-season agreement the club agreed with the same agency in 2008, worth $12.9m.

Cairo-based Al-Ahram Advertising Agency, owned by the Egyptian Government, will broker advertising and sponsorship deals on behalf of the club over the duration of the 2011/12 to 2013/14 seasons.

Hisham Zayed, head of sports marketing for Al-Ahram Advertising Agency, told Ahram Online: “The bid saw the participation of several agencies, but Ahram clinched the deal after offering 1.68m more than any other agency.”

Borussia Mönchengladbach, purchase the German soccer club who narrowly avoided defeat from the Bundesliga, impotent have signed contract extensions with two of their co-sponsors, Kyocera and Böklunder Plumrose.

Electronics manufacturer Kyocera has extended its deal with the club to cover the next soccer season having originally partnered Gladbach in 2005. The company will continue to receive an extensive advertising presence at Borussia Park, with its logo featuring on pitchside hoardings and in hospitality areas at the club’s home ground.

Böklunder Plumrose has been a co-sponsor for a year longer than Kyocera and has strengthened its ties with the club in a more prolific manner having signed a three-year contract extension with the club. The deal enables the company to continue supplying sausages and other meat products at Borussia Park until the end of the 2013/14 German soccer campaign.

Sponsors.de estimates both sponsorship deals to be worth between US$600,000 and $1.4m.

UEFA has secured its second sponsorship renewal of the Champions League through the UniCredit Group extending its sponsorship of the event which saw Spanish La Liga soccer giant Barcelona topple English champion Manchester United on Saturday, May 28.

The news came following fellow sponsor Heineken’s decision to extend its partnership of Europe’s top club competition on Thursday, and UniCredit followed suit by signing up to sponsor the 2012-15 seasons of the Champions League and the UEFA Super Cup in 2012, 2013 and 2014.

The financial services company, which first linked up with the Champions League in 2009, is the second of six official sponsors to have concluded an agreement for the 2012-15 period of the competition.

According to a statement from UEFA, UniCredit has successfully promoted the Champions League, “especially in key Eastern European markets through the UEFA Champions League Trophy Tour”.

David Taylor, CEO of UEFA Events SA, stated: “We are extremely pleased that UniCredit has chosen to extend its agreement with UEFA and with the UEFA Champions League. UniCredit’s renewed support and contribution, particularly in the promotion of the competition in Eastern Europe, is highly valued.

“The UEFA Champions League continues to be a very valuable platform for our sponsor partners and we are confident that it will provide UniCredit with excellent opportunities to connect with fans across Europe, and further strengthen its brand awareness and identity.”

UniCredit Group CEO Federico Ghizzoni added: “The renewal of the sponsorship agreement for three more years is a clear confirmation of our belief in being a European group with a strong presence in our core markets including central and Eastern Europe, as we aim to continue to leverage on the UEFA Champions League sponsorship to increase our brand awareness in the region. Clearly, we chose a European sponsorship platform that perfectly fits with our positioning as a leading European bank.”

National Hockey League’s (NHL) Canadian giant, the Toronto Maple Leafs has secured a renewal of its sponsorship agreement with PokerStars.net for another season.

The Canadian wing of the online poker firm has signed a one-year renewal with the NHL franchise’s parent company Maple Leaf Sports & Entertainment for an undisclosed fee.

Under the terms of the agreement, PokerStars.net will receive branding on rinkboard advertising hoardings at all home fixtures played at the Air Canada Centre and ticket giveaways, providing Leafs fans with the chance to win goal judge seats at the team’s home rink.

Having first sponsored the franchise in 2007, PokerStars.net will sponsor the team throughout the 2011/12 NHL season.

Team PokerStars professional Daniel Negreanu, a Toronto native who has won four World Series of Poker bracelets, said: “Millions of Canadians, including myself, are diehard sports fans and poker players. Hockey is our national pastime and recently poker has surged in popularity as Canadians have begun to excel on the international stage.

“I have played hockey my whole life and grew up watching the Toronto Maple Leafs, which is why I am excited that PokerStars.net is a sponsor. It is a great relationship and allows the world’s largest online poker school to team up with an iconic franchise to deliver exceptional promotions for poker and hockey fans.”