It has been announced by European soccer’s governing body, UEFA, that an extension of its sponsorship with Heineken has been agreed, covering the UEFA Champions League seasons 2012-2015 and the UEFA Super Cup 2012, 2013 and 2014.

Heineken’s renewal marks a continuation of a long term relationship with UEFA having originally sponsored the Champions League in 1994. The brewer has used its UEFA Champions League sponsorship as a cornerstone of its marketing communication, promoting the brand through various activities on a global scale. 

The popular UEFA Champions League Trophy Tour, presented by Heineken, will also continue to provide fans outside Europe the opportunity to get close to the competition’s iconic trophy.

Commenting on the renewal David Taylor, CEO UEFA Events S.A, said: “We are very pleased that our long-term partner Heineken has chosen to extend its involvement with UEFA’s flagship club competition for a further three years. Their continued commitment confirms what a strong partnership we share. 

“The support for the promotion of the UEFA Champions League on a global level by such a prestigious international brand, particularly with a view to this week’s exciting final to be played at Wembley stadium, is highly valued.”

Alexis Nasard, chief commercial officer, Heineken added: “The UEFA Champions League is one of the world’s premier sporting competitions with unrivalled international reach and professional standards. This makes it a perfect match for Heineken, the world’s most international premium beer brand.”

In agreeing a new contract, Heineken is the first of six official sponsors to have concluded a deal with UEFA for the 2012-2015 period of the UEFA Champions League.

The news comes on the eve of this year’s final played tomorrow, Saturday May 28, in which English Premier League champions Manchester United face Spanish supremos Barcelona at Wembley Stadium, London.

 

---

Related Discussion: Wembley was made for matches such as The European Champions League Final – Michael Cunnah

 

South African soccer clubs Kaizer Chiefs and Orlando Pirates will compete in a new competition, apoplectic title sponsored by beer brand Carling Black Label.

The beers distributor SABMiller agreed a five-year deal with the two Premier Soccer League (PSL) clubs to sponsor a one-off annual match between the teams that allows fans to pick the team and make substitutions.

The Carling Black Label Cup will pit the Chiefs against the Pirates in a match where fans of the two clubs can vote for the starting eleven of both sides in this revolutionary new initiative. During the match itself, doctor supporters will also be entitled to text their vote for at least one substitution per team.

The game will be played at FNB Stadium in Johannesburg on July 30 in the 2011 edition of the Carling Black Label Cup. Fan voting begins on June 1.

French rugby union club Lyon Olympique Universitaire (LOU) has sold the naming rights to their new temporary stadium to insurance company Matmut in what is a first for the nation’s rugby clubs.

LOU’s new 8,000-seater modular venue, which will begin hosting matches in October 2011, will be known as the Matmut Stadium and prominently feature the company’s colour from the new season. The contract will run for five years, with Matmut paying US$1.4m annually for the privilege.

Matmut is already a major sponsor of LOU, who recently won France’s Pro D2 to gain promotion to the Top 14. The naming rights deal, announced days after the club’s promotion, marks a strengthening of that agreement.  

The provisional stadium, which will also include thirty corporate boxes, will be constructed adjacent to the current site of LOU’s training ground at Venissieux. The team will play at the venue until their expected move to the Lyon Gerland Stadium – currently home to soccer team Olympique Lyonnais.

LOU, who this season played at the Vuillermet Stadium, are the first French rugby team to sell the naming rights to their stadium, and the second professional sporting club in France to sign such an agreement.

A statement released by LOU read: “Like most major French rugby clubs, LOU thus have the equipment to succeed in both a sporting sense, and an economic sense following the accession to the Top 14. The Matmut Stadium will be suitable for not only the professional players, and but also for the host partners, supporters of the club and the public.”

A five-year partnership has been agreed between the South African Rugby Union (SARU) and BMW that sees the car manufacturer become the official vehicle sponsor of the national team.

The sponsorship includes the addition of the BMW brand mark to the left leg of the players’ shorts in official matches as well as the provision of vehicles to the reigning world champions while on Test match duty in South Africa.

Oregan Hoskins, drugs president of SARU, price said: “As vehicle sponsor of the Springboks they have taken a major place in our landscape and we’re proud of the association. The characteristics epitomised by the BMW brand of precision and performance are also hallmarks of the Springbok team, buy which makes this new sponsorship such a winning combination.”

Bodo Donauer, BMW South Africa managing director, added: “BMW sports sponsorships have historically epitomised the natural strengths of our brand. In this regard, BMW has always been involved with sports such as motorsport, golf, yachting and polo, all of which require a unique combination of power, performance, innovation, efficiency and passion in order to succeed. Rugby is no different in this regard and the characteristics of Springbok rugby, in particular, are values with which the BMW brand identifies perfectly.”

Leading American Brewing firm Anheuser-Busch has announced a renewal of its major sponsorship agreement with the Daytona International Speedway, sales having signed a multi-year deal with the International Speedway Corporation (ISC)-operated track.

The company’s Budweiser brand will remain the exclusive official beer sponsor of the Daytona International Speedway and title sponsor of Budweiser Shootout. Budweiser will also retain strong brand presence under the new agreement, including signage rights at all events that take place at the Daytona International Speedway. 

A senior industry source placed the value at close to US$500,000 per year in a deal expected to last at least three years.

Daytona International Speedway president Joie Chitwood III stated: “Daytona International Speedway and Budweiser share a storied history together dating back to the late 1970s, and Budweiser has always had a strong connection with race fans around the world. This is the longest-standing partnership for Daytona International Speedway and we will continue to build on its success well into the future.”

The most notable change to the current sponsorship contract will see the company become a non-exclusive promotional partner of the Homestead-Miami Speedway, another ISC track, in 2012.

Homestead-Miami Speedway president Matt Becherer said: “We are proud to now count Budweiser as one of our strategic clients. Our focus will continue to be delivering business value for all of our strategic partners while also delivering a first-rate experience for our fans. This new partnership with Budweiser will allow us to expand those efforts and we could not be more thrilled to work with them.”

Mark Wright, vice president of media, sports & entertainment marketing of Anheuser-Busch added: “Our partnership with Daytona International Speedway dates back more than 30 years, and we’re very excited to continue our role at some of the biggest races on the Nascar calendar. The addition of Homestead-Miami Speedway will also provide us another opportunity to connect with Nascar fans, ensuring Budweiser has a presence at the beginning and end of every season.”

The world’s oldest professional soccer club, English League One’s Notts County have unveiled a new look, boosted by the announcement that Fila has become their official kit supplier for the next three seasons.

The Magpies agreed terms with the South Korean sportswear brand to take them through to the end of the 2013/14 season after their current deal with Nike expired at the end of this season.

The club have broken with tradition by opting for a new white kit with black pinstripes, ditching their historic black and white striped home shirts. Next season, Notts County’s home shirts will be sponsored by solicitors firm Fraser Brown, who paid to be one of 150 companies entering into a prize draw to land the sponsorship.

Opticians Vision Express has renewed its sponsorship of the club’s away shirt, which will be a blue striped design next season, for a further year. Lorien Resourcing, no longer main sponsors of the club’s home kit, will remain on the back of the team’s home shirt while catering company 3663 has retained its branding on the back of the club’s away shirts.

Sports drink Powerade will continue its official partnership of the BT Paralympic World Cup, shop extending its support of Paralympic sport and building momentum towards the London 2012 Paralympic Games.

As official sports drink supplier during the BT Paralympic World Cup in Manchester, Powerade’s role will see product and hydration equipment present and available to ensure all competing athletes can perform at the highest level. 

Powerade ION4 and Powerade Zero will both be used by Team GB and ParalympicsGB to help them prepare for London 2012 Olympic and Paralympic Games. 

Richard Whitehead, 200m World Champion and Powerade ambassador, said: “Powerade’s continued sponsorship of the BT Paralympic World Cup reinforces the elite status of the event, and I can’t wait to get down to Manchester for what is always a highly competitive atmosphere. 

“Having Powerade in my kitbag means I can be fully focused as I know however and whenever I’m training or competing, it keeps me hydrated. This not only helps to enhance my performance but also allows me to train harder and for longer.”

Powerade will be available as part of the hydration programme for Team GB and ParalympicsGB athletes in lead up to the London 2012 Olympic and Paralympic Games.

George Wheen, brand director, Sports and Energy, Coca-Cola Northwest Europe & Nordics, added: “As always we are delighted to support the BT Paralympic World Cup, as it is yet another exhibition of our commitment to the sport at all levels. 

“As a brand Powerade is already involved with athletics at its core, by hydrating athletes and helping them prepare for major world championships such as the BT Paralympic World Cup.”

The National Basketball Association (NBA) side Milwaukee Bucks have reached a multi-year agreement with Pure Spirits Worldwide-owned drinks brand Yes Vodka.

The company will receive arena signage at the Bradley Center, asthma | home of the Bucks, medical spots during live game broadcasts on the Bucks Radio Network and placement within the team’s social media activities. Spectators will also be able to purchase the product at the title sponsored Yes Vodka Lounge, diagnosis operated by Levy Restaurants and located outside section 210 of the Bradley Center.

John Steinmiller, vice president of business operations for the Milwaukee Bucks, said: “We are enthusiastic about Pure Spirits Worldwide joining our valued team of Bucks sponsors. Pure Spirits is focused on an intensive, creative launch of their Yes Vodka brand and we are committed to helping them establish the brand in Wisconsin and wherever adult Bucks fans and sports, music and special event followers are. The Bradley Center is Wisconsin’s top entertainment venue and we expect a strong collaboration that will meet the goals of Pure Spirits chief executive Larry Wojciak and his team as they introduce this high-quality, unique product.”

Larry Wojciak, chief executive of Pure Spirits Worldwide, added: “We are thrilled to be partnering with the Milwaukee Bucks, the Bradley Center and Levy Restaurants. Having the Bradley Center and the Milwaukee Bucks in our corner to help launch Yes Vodka in the Wisconsin market is very exciting.”

Formula One team Scuderia Toro Rosso, link owned entirely by Red Bull, find announced a new sponsorship deal with Swiss financial company Falcon Private Bank prior to the Spanish Grand Prix on Sunday, vcialis 40mg May 22.

The Falcon logo will appear on the overalls worn by the team’s drivers Sébastien Buemi and Jaime Alguersuari, and on the nose and left and right front wing endplates of the car for the remainder of this season.  

The bulk of Toro Rosso’s sponsorship money comes from its energy drink brand owner, which features prominently on the team cars, supplemented by smaller deals with companies including Volkswagen Italy, Advanti Racing and Siemens.

The Red Bull Mobile logo featured on the front endplates last season, in an agreement worth a reported US$200,000. The Falcon deal is believed to be in advance of that at amount at around $350,000.

Based in Switzerland, Falcon has offices in Abu Dhabi and Dubai, with branches in Hong Kong, Singapore, Zurich and Geneva. In 2008, the firm was bought by Aabar Investments, who took full control of Toro Rosso’s Formula One rivals Mercedes-Benz GP in 2011 by buying out team principal Ross Brawn.

English Premier League soccer club West Bromwich Albion have announced that they have signed up leading kit manufacturer adidas on a multi-year deal.

adidas will be the Club’s new Technical Partner and the official supplier of all playing and training kit. The team’ new home and away strips for 2011/12, which will be launched in the coming weeks, will feature adidas ClimaCool technology, a mixture of heat and moisture controlling materials, ventilation channels and 3D fabrics which improve air flow to the skin in the key heat zones.

Albion Chief Executive, Mark Jenkins, said: “We are delighted to have joined forces with adidas, who are renowned for the design and quality of their sportswear.

“We see it as a real coup to be working with such a leading worldwide brand, which reflects the strides we, as a Club, have made both on and off the field in recent years.

“This is the first time the Club have had a kit deal with adidas, and considering the fact we are renowned for playing in blue-and-white stripes, and that adidas are famous for their three stripes, we are confident the news will be very well received by our supporters.

“We are now looking forward to unveiling our new adidas home and away kits and training gear in the coming weeks.”

adidas’ Commercial Club Partnerships Manager, Steve Holland, added: “adidas is looking forward to forging a great long-standing partnership with West Bromwich Albion.

“We have developed some exciting activations off pitch such as the shop refit and hope that these are reflected with the continued success on the pitch next season.”