The Hong Kong Rugby Football Union (HKRFU) has announced that Cathay Pacific and HSBC will be the new co-title sponsors of the Hong Kong Sevens from 2012 to 2015.

The four-year sponsorship agreement announced today, May 18, resumes a successful partnership between these two iconic Hong Kong institutions and the world’s pre-eminent international sevens which will now be named the Cathay Pacific/ HSBC Hong Kong Sevens.

John Slosar, Chief Executive of Cathay Pacific Airways, Stuart Gulliver, Group Chief Executive of HSBC Holdings plc, Brian Stevenson, President of the Hong Kong Rugby Football Union and Trevor Gregory, Chairman of the Hong Kong Rugby Football Union all attended the announcement at the Olympic House in Hong Kong today.

Cathay Pacific and HSBC have recalled their joint sponsorship of the Hong Kong Sevens having supported the event from 1980 through to the first of two Rugby World Cup Sevens held in Hong Kong in 1997.

Mr Trevor Gregory, Chairman of the Hong Kong Rugby Football Union, stated: “The HKRFU is delighted to partner with two iconic Hong Kong institutions for what is undoubtedly the world’s iconic sevens event. HSBC and Cathay Pacific are synonymous with Hong Kong and like the Hong Kong Sevens do much to represent Hong Kong around the world.”

John Slosar, Chief Executive of Cathay Pacific Airways, said: “Cathay Pacific has had a long and happy association with the Sevens. We were there right at the beginning when the Sevens was born in 1976. And we are still supporting the Sevens some 36 years later. As Hong Kong’s airline, we believed in the Sevens from the start, just as we believe that Hong Kong provides the energy and sparkle that make the Sevens the unique and wonderful event that it is.”

Stuart Gulliver, Group Chief Executive of HSBC Holdings plc, added: “We are absolutely delighted that HSBC will once again partner the Hong Kong Sevens.

“The bank’s heritage here in Hong Kong, and our historic long-term investment in rugby around the world, means that this sponsorship is a fantastic addition to our international rugby portfolio. We will work in partnership with the HKRFU to use the profile and interest in the Cathay Pacific / HSBC Hong Kong Sevens to grow and develop the sport here in the Hong Kong community, as well as more broadly across Asia and the rest of the world.”

IRB Chairman, Bernard Lapasset, commented: “The International Rugby Board is delighted that HSBC has partnered with the Hong Kong Rugby Football Union to become the joint title sponsor of the world renowned Hong Kong Sevens from next year, alongside Cathay Pacific.

“Through their sponsorship of the Sevens World Series and the Hong Kong event, both have a demonstrated a strong commitment to supporting Rugby’s growth and this exciting new partnership will help Rugby reach out to more men, women and children across Asia. We look forward to building on our strong relationships with them and the Hong Kong Rugby Football Union in the coming years.”

Houston Dynamo of Major League Soccer (MLS) has announced a new long-term partnership with Texas-based soft drink company Dr Pepper Snapple Group (DPS).

DPS has been named as the exclusive soft drink provider of the team and will also receive exclusive pouring rights and a founding partnership at the Dynamo’s new stadium, which is set to open in April next year in downtown Houston.

Pepsi had acted as the MLS’ official soft drink up until this season as pouring rights were sold centrally by the league. However, in April, that changed, and although Pepsi agreed a new deal to remain as the official soft drink of the MLS, the company lost the local rights aspect of the deal, paving the way to Dynamo’s agreement.

Steven Powell, Houston Dynamo’s senior vice president for business development, stated: “We are pleased to announce our new partnership with Dr Pepper and all of its market-leading brands. During our consideration process, Dr Pepper demonstrated the greatest ability to not just join us as a sponsor but to become a key marketing partner for both the team and our new stadium.”

DPS will activate various elements of the partnership during the 2011 MLS season, including grassroots schemes; however, the bulk of the partnership will only kick in for the 2012 season at the Dynamo’s new stadium, where the company will appear as a featured on-site vendor.

Grove Brame, senior vice president and general manager of the DPS Southwest Business Unit, added: “Dr Pepper Snapple Group is very pleased to be working with the Houston Dynamo, bringing together two great Texas brands and aligning us with one of the most exciting teams in MLS. You can’t find a better, more passionate soccer fanbase in the country than Houston’s, and we are looking forward to partnering with the Dynamo on developing exciting marketing programmes that will play to the strengths of our brands and enhance the fan experience at the new Dynamo stadium.”

The PGA TOUR, discount Youth Programs, prescription Inc. and Memphis-based FedEx Corp. announced yesterday, May 17, that FedEx has extended its one-year sponsorship of the FedEx St. Jude Classic (FESJC) by three years, through 2014.

The event is at the front end of the final three-month stretch through the summer that culminates with the PGA TOUR Playoffs for the FedExCup.

PGA TOUR Commissioner Tim Finchem stated: “FedEx has taken a significant step to assure the continuation of its hometown tournament over the next four years. FedEx obviously values the impact that the tournament has on the Memphis community and the St. Jude Children’s Research Hospital, in particular.”

The FedEx St. Jude Classic has raised nearly US$25m for St. Jude Children’s Research Hospital since 1970, when the hospital became its sole beneficiary. Furthermore, the tournament has created a valuable global platform that has helped to raise the profile of the hospital, leading to additional contributions and financial support.

T. Michael Glenn, executive vice president of Market Development at FedEx, said: “FedEx is happy to continue our long relationship with the FedEx St. Jude Classic and, more importantly, our support of the St. Jude Children’s Research Hospital. Our involvement with this tournament allows thousands of Memphis-based FedEx employees to play a direct role in the support of St. Jude.”

FedEx was initially the tournament’s title sponsor for 20 years from 1986 through 2006 and in 2007, FedEx and the PGA TOUR launched the FedExCup, which provides a compelling competition to crown a season-long champion.

FESJC General Chairman Jack Sammons added: “The glory years of our event were during FedEx’s initial 21-year run. It’s no secret that having FedEx back as title sponsor is an answer to lots of prayers, and is music to our ears. Today’s announcement is also wonderful news for the children of St. Jude and golf fans in this region.”

Probiz, a British marketing and professional services company, has signed an agreement to sponsor a horse race at Kempton Park, the first sponsorship of its kind from Probiz, with The Jockey Club.

The Probiz sponsored race is one of seven during a special event on June 8, being used to launch the ‘Kempton Live’ summer series of horseracing combined with music at the Surrey venue.

Probiz currently has a strong sports sponsorship portfolio having agreed deals with clubs at the top level of English soccer, rugby league and cricket but this deal earmarks the company’s first foray into horseracing.

Feisal Nahaboo, the Probiz founder who will be in the Royal Box for the event, commented: “We work closely with a number of sporting clubs and organisations. Probiz are official partners to Premier League football club West Bromwich Albion, Super League rugby clubs Castleford Tigers and Wigan Warriors, and Sussex, Hampshire and Lancashire County Cricket Clubs. We are now very interested in horseracing.  The Jockey Club has already made us feel very welcome, and we look forward to a great evening at Kempton Park on 8th June.”

Paul Fisher, group managing director of Jockey Club Racecourses, added: “We’re delighted to welcome Probiz to horseracing. While our sport’s heritage is second-to-none, they have been quick to spot racing’s potential. With attendances of almost six million a year, we are looking to broaden our attractiveness to new audiences and working with the right commercial partners is a key part of achieving that objective.”

English Premier League club Tottenham Hotspur have expanded their partnership with Investec, the South African banking specialist that has sponsored the team in the UEFA Champions League this season.

Investec will now sponsor the club’s pre-season tour to South Africa in July where they will play in the 2011 Vodacom Challenge Cup. During the tournament, Tottenham will wear Investec branded shirts, as they have done in the Champions League, where they reached the quarter finals.

Throughout the side’s training camp, Investec will work with Tottenham on various grassroots and community schemes, including a coaching clinic and at the company’s local soccer initiative – the Investec Soccer League.

Investec first partnered with Tottenham as the club’s cup shirt sponsor in July 2010, with the firm’s logo appearing on the front of the team’s shirts for all matches in domestic and European knockout competitions.

Following the announcement, Stephen Koseff of Investec commented: “We are very proud to be supporting Tottenham Hotspur on our home turf in South Africa this winter where they will be playing their pre-season tour. After reaching the quarter finals of the Champions League and enjoying a hugely successful first season as cup competition shirt sponsor, Investec looks forward to welcoming the team to South Africa and introducing them to some of our wonderful projects.”

Daniel Levy, Tottenham Hotspur’s chairman, added: “We are delighted that Investec will be supporting our tour of South Africa in July. Since becoming the club’s cup competition shirt sponsor we have enjoyed an exciting run in the Champions League, reaching the quarter finals of the competition. Spurs have a special relationship with South Africa and there is a great synergy between the two brands, which we are looking forward to further developing during the course of this year.”

Spanish La Liga champions and UEFA Champions League finalists Barcelona confirmed yesterday, May 16, that they will put the UNICEF logo on the back of the team jersey next season after agreeing to extend their support for the UN Children’s Fund.

Barcelona’s global five-year agreement with UNICEF was due to expire next month, with the side currently having its logo emblazoned on the front of their home and away kits.

Under the new deal, the UNICEF logo is switched to the back of the FC Barcelona official jersey for the 2011-2012 season, below the player’s number, the club said in a statement.

The UNICEF logo was bumped off the front of the jersey after a record breaking kit deal was reached by the Qatar Foundation last December for around US$42.6m a season.

Barcelona said they would provide more details of the agreement with UNICEF in June, adding: “The next phase of the partnership that is still under discussion aims at utilising the social assets of the club in support of a global movement for education and sport that will deliver tangible results for children.”

Dorna Sports S.L., rights holder to MotoGP, have reached an agreement with IVECO to become the title sponsor of the 2011 TT Assen, thus expanding the presence of the world leader in transport services in the MotoGP World Championship.

IVECO, an international company which operates professional transport services in a global market, has been the title sponsor of the Australian Grand Prix since 2009 and is also a partner of Dorna Sports by supplying 15 Stralis tractors and 4 ECODaily vans to transport materials, equipment and personnel to the 18 events of the World Championship.

IVECO have expanded their MotoGP involvement to the Dutch round of the MotoGP World Championship, with the IVECO TT Assen to be held on June 25 at the legendary TT Assen Circuit.

Dorna Sports SL Managing Director Pau Serracanta said: “Since 2009 we’ve been working closely with IVECO to ensure MotoGP helps them to raise their brand profile internationally. Beyond this agreement, we also value a lot the business ethics of IVECO as a company well aware of the environmental issues linked to our activities and we’re pleased to further strengthen our bonds with them”.

Franco Miniero, Senior Vice President Sales & Marketing at IVECO, stated: “The relationship with this sport, a symbol of cutting-edge technology but also of strong emotions, still gives us a great opportunity to give the IVECO brand worldwide recognition. Our vehicles, lined up in the paddock at every race, are evidence of how the Iveco brand is now even more present in MotoGP and is always looking for new initiatives to inform customers of the values of loyalty, determination and team spirit, which governed the sport in general, but also those in which the company believes, applying them in its daily activities.”

Telecom giant Airtel is believed to have signed a five-year agreement, cheap worth around US$13.2m a year, cure to title sponsor India’s new Formula One race, pending confirmation.

Any such deal would represent a highly significant first foray into the Indian market for Formula One Management and its sister company Allsport Management, which arranges the sport’s trackside advertising and hospitality packages.

Formula One title sponsorship deals have traditionally been sold for around US$4m or built into central sponsorships of the sport.

Bharti Airtel has over 200 million customers, operates in 19 countries across Asia and Africa and is already heavily involved in Indian sport having sponsored the country’s national cricket team. In December it concluded a deal with Premier League champions Manchester United aimed at the African market.

The first Indian Grand Prix is schedule for October 30, subject to the completion of the purpose-built new circuit in Greater Noida, on the outskirts of Delhi. The circuit, being built by Jaypee Sports and part of the development of a wider sports city, was recently named Buddh International Circuit.

The International Association of Athletics Federations (IAAF) has announced that POSCO, apoplectic a leading operator in the steel industry, case has become the 8th Official International Sponsor for the 2011 IAAF World Championships in Daegu, Korea.

The agreement was negotiated by Dentsu, the IAAF’s official marketing partner, and sees the South Korean company join TDK, Toyota, Seiko, Samsung, VTB, Sinopec and adidas as an Official Sponsor.

IAAF President Lamine Diack stated: “This is excellent news since the IAAF and Dentsu had a minimum objective of 8 sponsors in 2011 and that is now achieved. The success of the IAAF World Championships and our other competitions and programmes is only possible with the enthusiastic support of our Partners, and the IAAF can now boast a global family of blue chip commercial allies.”

POSCO President Jongtae Choi at the MoU signing ceremony added: “This competition’s principles of dreams, passion, and challenge are similar to POSCO’s corporate culture of creative challenge. By sponsoring this championship, POSCO will also do its best to make many challenges and dreams come true.”

The 2011 IAAF World Championships brings together 2000 athletes from 200 countries and territories, and as witnessed by the record 8 Billion worldwide TV audience two years ago in Berlin, there will be no bigger sporting championships in the world this year than Daegu 2011.

The PGA TOUR and Northern Trust have announced a four-year renewal of the charity’s title sponsorship for the Northern Trust Open at Riviera Country Club in Los Angeles until 2016.

PGA TOUR Commissioner Tim Finchem stated: “When Northern Trust first came on board as title sponsor in 2008, its executive team clearly was committed to invigorating this historic tournament and reestablishing its profile as a premier event.

“Over the past four years, we have seen tremendous strides and a renewed energy surrounding the Northern Trust Open, particularly with the addition and leadership of Jerry West as Executive Director. With today’s announcement of Northern Trust’s four-year extension, the tournament undoubtedly is going to continue to grow and have a positive influence on the Los Angeles area.”

Northern Trust Chairman and Chief Executive Officer Frederick H. Waddell added: “We are proud to renew our commitment to the Northern Trust Open. This is a terrific event that attracts some of the world’s best professional golfers while supporting our business goals. The Northern Trust Open provides a premiere event for clients, improves brand awareness, and helps the community by generating substantial charitable donations and economic activity.”

A study commissioned last year by the PGA TOUR with Beacon Economics showed the Northern Trust Open is responsible for an economic impact of more than US$21m on Los Angeles County.

Jerry West, Northern Trust Open executive director, said: “Northern Trust is an engaged, committed, passionate title sponsor, and the organization’s leadership has helped reestablish the tournament as a major sporting event in Los Angeles. Northern Trust’s continued commitment will help the tournament continue to grow and make a bigger difference in the lives of our neighbors in need.”