English League One soccer club Peterborough United, hoping to gain promotion via the play-offs this season, have agreed a new two-year kit sponsorship deal with Nike.

Their new away kit will be unveiled during the side’s crucial League One Play-Off Final against Huddersfield Town at Manchester United’s Old Trafford stadium on Sunday, May 29.

Nike replace Adidas as the team’s kit manufacturer and will also supply Peterborough with a new home kit and a club leisurewear range throughout the 2011/12 and 2012/13 soccer seasons.

Peterborough United commercial manager Alex Harris said: “We are delighted to enter into a two-year partnership with Nike. We look forward to developing this partnership over the next few seasons.”

The club’s chief executive Bob Symns added: “We hope our supporters bear with us on this change. It was never our intention to seek a new supplier at this particular time but critical terms and conditions dramatically altered during our seasonal negotiations and we therefore declined a contract renewal with Adidas.”

The Enjoy Jakarta tourism board have renewed their presenting sponsorship of the One Asian Tour’s Indonesian Open golf tournament for another year.

Enjoy Jakarta heads a list of sponsors including  Mercedes-Benz, Breitling, Bali Hai, Titleist, Kyocera, Pin High, Power Balance and the Sultan Hotel. With the prize fund set at US$1m, Enjoy Jakarta’s contribution is likely to be worth a low six-figure sum.

The Governor of Jakarta, His Excellency Dr. Ing H. Fauzi Bowo, said: “The Indonesia Open presented by Enjoy Jakarta is one of the premier sporting events in our country which receives huge international exposure. It is an annual treat for everyone involved and is the perfect fit for Enjoy Jakarta as our market is the Asia Pacific region.”

Indonesia Golf Association president Arfin Panigoro added: “With a lucrative purse of US$1 million, an excellent sponsor in Enjoy Jakarta, a wealth of top players from the Asia Pacific region and a large number of places available in the field for Indonesian golfers we could not ask for anything more. We feel the Indonesia Open presented by Enjoy Jakarta has a winning formula and we look forward to the first ball being struck on July 14.”

The International Olympic Committee (IOC) is in talks to extend its existing sponsorship deals with major partners Acer, McDonald’s and General Electiric.

The IOC are in negotiations with the three parties to ensure the current deals are extended to the 2014 and 2016 Games or beyond, with each company paying an estimated £62m (US$100.5m) for the two-Games package.

According to IOC marketing chief Gerhard Heiberg, the body currently has 11 top sponsors for the London 2012 Olympics with eight having extended or signed contracts to 2014 or beyond.

Heiberg said: “We have eight now (beyond London) and we are negotiating with General Electric, Acer and McDonald’s to extend. To extend until 2014-2016 or hopefully 2020 as well.”

The latest additions to the sponsorship list include Dow Chemical Co. and Procter & Gamble, who came on board last year and Heiberg confirmed that the IOC was working to include a 12th sponsor in time for London.

He also added that he did not want to see deals go past 2020 with the IOC planning to reform their top sponsorship program beyond that point.

Russia’s Sochi will host the 2014 Winter Olympics while Brazil’s Rio de Janeiro will stage the 2016 Summer Games. The host of the 2018 Winter Olympics will be elected in July while the 2020 Games host will be chosen in 2013.

Atos Origin, Panasonic and Samsung have extended their partnerships until Rio while Coca-Cola, Visa, Omega, Dow and Procter & Gamble have penned deals until the 2020 Games

National Basketball Association (NBA) team the Atlanta Hawks and National Hockey League (NHL) franchise the Atlanta Thrashers along with their joint home, drugs the Philips Arena, prostate have all signed partnerships with Jim Ellis Audi on a multi-year basis, allowing the dealership to place a lounge area at the venue.

The Jim Ellis Audi Lounge will be located at front row court, ice and stage level, offering guests a private bar, numerous television screens and direct access to premium seating at the Philips Arena.

The Atlanta-based Audi dealership will also be entitled to vehicle displays outside the Philips Arena and will sponsor both the Hawks and Thrashers annual fundraisers for their charity foundations, Full Court Fest and Casino Night, under the terms of the deal.

Jimmy Ellis, vice president of the Jim Ellis Automotive Group, said: “We are very pleased to enter into this partnership with the Atlanta Hawks, Atlanta Thrashers and the Philips Arena. The Hawks and the Thrashers are exemplary teams that we are proud to support and the Philips Arena is a truly a world class venue. Our commitment to Atlanta and our community is evident and we’re excited to enter into a partnership with organisations whose pride runs just as deep as it does here at the Jim Ellis Automotive Group.”

Tracy White, senior vice president of sales and marketing for both the Atlanta Hawks and the Atlanta Thrashers, added: “Like the Philips Arena, Jim Ellis Audi has been consistently acclaimed for its products and its services, so the partnership was a natural fit. Jim Ellis Audi is a brand that resonates with our fans and we’re excited to bring that cachet to our building.”

German Bundesliga club and UEFA Champions League semi-finalist Schalke 04 has extended its sponsorship deal with Russia’s Gazprom for another five years, the club said yesterday, May 18.

Schalke confirmed on their website that the deal with Russia’s top natural gas firm was finalised in Moscow on Tuesday, May 17, night and will keep Gazprom as sponsors until June 2017 with the current deal set to run out at the end of next season.

The Gelsenkirchen-based club stated: “During the conversations, the great success of the partnership between Schalke 04 and Gazprom was emphasised.

“Gazprom quickly established itself at the top of the German football sponsorship through the deal with Schalke and has stayed there for several years.”

The DPA news agency said the deal could be worth up US$21.4m a year to the club which have faced serious financial difficulties in recent times.

English Aviva Premiership rugby union club London Irish have announced that Powerday plc, a premier recycling company, have signed a new three-year deal to become the new principal sponsor of the side until the end of the 2013/14 season.

The agreement is Powerday’s first major sponsorship within professional sport and starting from next season, it will take over as main shirt sponsor with its logo also appearing on all first team training and coaching staff wear.

The deal also includes match day branding and in-stadia signage at the Madejski Stadium, which the club share with Premier League soccer hopefuls Reading, who face fellow nPower Championship side Swansea in the league’s play-off final.

Powerday is a long-term supporter of London Irish, which includes an eight year patronage of the London Irish Academy, which it will continue to sponsor, along with AASE (Advanced Apprenticeship in Sporting Excellence) and London Irish Amateur RFC.  

Mick Crossan, chairman of Powerday plc said: “Powerday is delighted to be the new principal sponsor of London Irish.  The Club has made huge strides forward in recent years both on and off the field and we can clearly see the many commercial benefits this sponsorship will bring.  

“We are building on a long and very successful association with the Club – the London Irish family is a close one which we very much feel a part of and their family values are ones that fit perfectly with our own business ethos. We look forward to being part of the Club’s future success.”

Richard Marsh, commercial director London Irish added: “We are extremely excited that Powerday has chosen London Irish for its first major sponsorship of professional sports. An ambitious and rapidly growing business, their drive for success is synonymous with our own and we are delighted that they can see the tangible benefits that a partnership with us brings.”

German Bundesliga soccer club 1. FC Nuremberg have extended their sponsorship deal with Avia for the 2011/12 season, with the petrol station chain continuing as a third-tier “Club Partner” sponsor after 1. FC Nuremberg agreed terms with its parent company, Ernst Braun Mineralöle GmbH.

The partnership will centre on the Avia Club Card, which offers discounts on a range of items for motorists as well as one per cent off fuel at participating Avia stores. The Avia brand will also feature on advertising hoardings at the team’s home Frankenstadion, some of which will be visible on television, and will be entitled to promotional days at selected home fixtures and hospitality benefits.

Meanwhile, German soccer’s 3. Liga club DSC Arminia Bielefeld have extended their deal with Bundesliga sponsor Krombacher after the brewer served as Arminia’s shirt sponsor as recently as 2010.

The company will be granted an extensive advertising presence at the Schüco Arena as a second-tier premium partner of the club. Sponsors.de reports that the one-year deal is likely to be worth a low six-figure sum.

Britain’s largest commercial group in horseracing, The Jockey Club, has signed an agreement with automotive brand Jaguar to become its first ever official partner on an initial one-year deal.

Jaguar will be able to showcase its range of cars whilst providing VIP transport at The Jockey Club’s Aintree, Epsom Downs and Newmarket Racecourses.

The Jockey Club operates a portfolio of 14 leading racecourses, Jockey Club Estates – which includes the running of training grounds at Newmarket and Lambourn – and the National Stud breeding and education arm as well as leading charity Racing Welfare.

In becoming the ‘official automotive partner’ of the horseracing organisation, Jaguar also obtains the opportunity to use The Jockey Club brand marks, while further exposure will be generated by branding slots on-course and online.

Simon Bazalgette, group CEO of The Jockey Club, hailed the partnership as a “groundbreaking deal”, adding: “Racing has traditionally viewed its commercial partnership opportunity in terms of race sponsorships. As a sport we’ve been highly successful, as those deals offer partners excellent value and a strong platform to build their brand and entertain customers. Today we are embracing a new level of partnership which we believe will prove attractive to UK and international organisations.

“Brands now have an opportunity to gain value from association with the heritage, leadership and innovation The Jockey Club is recognised for, while capitalising on the growth potential of Britain’s second most attended sport. As we are not the organising committee of an Olympic Games or World Cup, we do not need to put specific targets around securing official partners. However, discussions are already underway with selected brands and we hope to announce further positive developments soon.”

Jaguar UK managing director Geoff Cousins stated: “Racing is something of a British institution that attracts attention from all areas of the country. This initial one-year deal sits within an overall sports strategy to encourage reappraisal of Jaguar by new customer groups.”

A three-year sponsorship extension has been agreed between the Italian Rugby Federation (FIR) and financial service company Cariparma Credit Agricole.

The deal will see Cariparma continue to receive presence on the front of the shirts worn by the Italian players during test matches and the Six Nations, adiposity as agreed when the two parties initially partnered in 2007.

The new contract expires at the end of 2014; however, story the company has the option to extend for a further year to take the partnership to the 2015 Rugby World Cup.

Italian newspaper Il Sole 24 Ore is reporting that the new agreement is likely to be worth US$2.84m per year – nearly double that of the existing contract.

In addition, it is believed that the FIR is in discussions to agree a new kit supply deal. Adidas are rumoured to be stepping in to replace their current contract with Kappa, kit providers for the last ten years, which runs out in 2012.

Aribert Fassati, president of Cariparma commented: “Crédit Agricole has always been very close to the values of rugby. I believe that being strong and fast in solidarity with your team, but also to respect your opponents are values that go well on the pitch and also in business and in life. As for us, moreover, we do not just sponsor the national team, but actually help local sports in the areas.”

Scottish Premier League soccer club and cup finalist Motherwell have announced that Cash Converters will be their new principal sponsors for the 2011/12 season.

The worldwide second-hand goods exhcange will become Motherwell’s main shirt sponsors with the firm’s logo being placed across the front of the club’s home and away kits next season. The one-year deal is believed to be worth US$300, impotent 000.

In addition, the Cash Converters logo will feature on the back of the team’s shirts in the Scottish Cup Final, in which Motherwell face Celtic at Hampden Park on May 21.

David Patrick, chief executive of Cash Converters in the United Kingdom, said: “It is a tremendous honour to be beginning a partnership with the club at such an important time in its history. Not only are the team days away from meeting Celtic in the Scottish Cup Final, but 2011 also marks 125 years since the club was formed.

“Cash Converters plans to work closely with the club and its supporters to enhance the matchday experience and also offers fans the chance to win exclusive, money-can’t-buy prizes. We hope the new partnership will prove a great success for the brand, the club and its excellent supporters. We’re very excited about it.”

Motherwell chief executive Leann Dempster added: “We are thrilled to be working with such a recognised brand and are looking forward to a healthy relationship.”