LG has become the latest global company to sponsor the 2011 Copa America, doing so for the third consecutive edition of the South American international soccer tournament.

The South Korean electronics giant originally sponsored the event in Peru 2004 and later in Venezuela 2007. The 2011 edition will be staged in Argentina and take place between July 1-24.

As part of its global platinum sponsorship agreement, LG has the ability to select the man of the match from each of the tournament’s 26 games as well as the Copa America’s most valuable player.

The deal is believed to be worth a comparable amount to a similar deal done by Santander, which is understood to be worth US$5m.

Lorena Ambrosino, director of marketing for LG Electronics Argentina, said: “This agreement is a demonstration of commitment by LG Electronics to international football. We are thrilled with the sponsorship of the 2011 Copa America and Argentina is very proud to be the host country.

“Today, companies must be more strategic with their investments and we are convinced that one of the best initiatives to improve our brand is by supporting the Copa America, as it allows us to be present in one of the most important events in the region after the World Cup.”

LG’s platinum sponsorship sits along side that of MasterCard and Santander in the highest tier of tournament sponsorship.

US Cellular has entered into a three-year partnership with National Basketball Association (NBA) franchise the Oklahoma City Thunder.

The partnership sees the wireless telecommunication company become the official mobile sponsor of the team. Under the terms of the agreement, anabolics beginning next season, US Cellular will offer an interactive kiosk at the Thunder’s home games, as well as a text service entitled the ‘Thunder Text Alert Program’, which updates users on scores, team news and promotions.

Tommy Arens, U.S. Cellular sales director for Oklahoma, stated: “U.S. Cellular is enhancing the experience for Thunder fans by providing more fun activities and giving them new opportunities to see this exciting team play. We’re looking forward to creating traditions for families and friends attending games and are proud to partner with the Oklahoma City Thunder to bring these new amenities to the arena.”

The likes of Milwall and Brighton, who will both be playing in English soccer’s nPower Championship next season after the latter’s promotion this term, have signed new sponsorship deals ahead of the 2011-12 campaign.

Milwall have signed a sponsorship deal with Racing + on a three-year contract which sees the national sports betting newspaper named as main shirt sponsor of the Lions in a deal believed to be worth more than US$500,000 per annum.

They take over from courier firm CYC, Millwall’s kit sponsors for the past three seasons and Millwall chief executive Andy Ambler said: “It is imperative for our club to secure long-term partnerships, especially given the current fragile economic climate. For Millwall to attract a brand with the profile of Racing + shows how far the club has progressed both on and off the pitch. We very much look forward to working with Racing + over the next three years and anticipate developing a hugely successful partnership.”

Mike McLening, commercial director of Racing +, said: I’m delighted to be embarking on this exciting partnership with Millwall and have been impressed by the progress of the club and the positive direction it continues to take. Millwall continues to move forward and I am certain that we can develop a great relationship with the club.”

Meanwhile, newly promoted Brighton & Hove Albion have secured local online jobs specialist, BrightonandHoveJobs.com as their new shirt sponsors for next season in a deal, also estimated at around $500,000 a year.

Club chairman Tony Bloom said: “I am delighted we have yet another high-profile Brighton & Hove company on the shirt and I thank Gary Peters and all at BrightonandHoveJobs.com for their support and sponsorship.”

In addition, English League Two side Gillingham have announced that Medway Electrical and Mechanical Services (MEMS) Power Generation have become kit sponsors and naming rights holders to their Priestfield Stadium.

Both deals will run for three seasons, covering the 2011/12 to 2013/14 campaigns, and are believed to be worth a combined US$200,000 per annum.

The South African Rugby Union (SARU) has received a boost in securing Castle Lager, allergist a brand of the SAB Miller brewing company, apoplectic as title sponsor of the Tri-Nations rugby series in the country on a five-year deal.

The agreement is reported to be worth US$3m per annum which sees Castle Lager sponsor the prestigious tournament featuring Australia, order New Zealand and the Springboks, now to be known in South Africa, as the Castle Tri-Nations Series.

Title sponsorship deals in the Tri-Nations are complicated affairs due to the fact that each member’s rugby union can secure their own tournament naming rights agreement.

In New Zealand, the competition is known as the Investec Tri-Nations whilst in Australia, title sponsorship for the 2011 Tri-Nations is yet to be agreed following Bundaberg Rum’s decision not to renew its ten-year association when their contract expired at the end of 2010.

In addition to the agreement, Castle, who already back cricket and soccer in the country, will also title sponsor South Africa’s home international tests and overseas tours.

Oregan Hoskins, president of the SARU said of the deal: “Castle Lager and SAB Miller are old friends and it’s with great pleasure that we welcome them as naming rights sponsor of the Castle Tri-Nations Series. The tournament is simply the toughest in world rugby and enjoys a global profile and international regard as being at rugby’s cutting edge. SAB Miller is a cutting edge company and once again it’s very satisfying to have Castle Lager as so visible a part of the rugby family.”

Norman Adami, chairman and managing director of SABMiller, added: “Castle Lager and the Springboks are an integral part of the fabric of South African society. The further coming together of these two brands today is very special and the partnership forged will be significant for South African sport – both now and in the future.”

The 2011 Tri-Nations tournament begins on July 23 and will see South Africa and Australia attempt to dethrone reigning champions New Zealand in this year’s event, shortened due to the World Cup.

Esurance car insurance provider has renewed its sponsorship of the US Open, bronchi expanding its marketing efforts around the Grand Slam tennis tournament.

A two-year extension has been agreed by Esurance having sponsored the event for the first time last year.

The partnership includes media branding during the tournament’s television broadcasts, treatment presenting sponsorship of live match streaming on the US Open’s official website and an on-site presence at tournament venues in Queens, New York.

In addition, the company will sponsor four Olympus Series events leading up to the US Open; the men’s competitions the Atlanta Tennis Championship and Winston-Salem Open and women’s tournaments the Bank of the West Classic in Stanford, California and the New Haven Open at Yale.

Gary Tolman, president and chief executive of Esurance, said: “The US Open is the most-watched tennis event in the world, and our continued sponsorship of the event is a tremendous opportunity for us to build more awareness for Esurance as a green company and a great place for consumers to shop for and buy car insurance.”

The sponsorship, agreed with the United States Tennis Association (USTA), will also see Esurance continuing its support of the US Open’s Green Initative, which encourages fans to take public transport to Flushing Meadows.

Harlan Stone, chief business and marketing officer for the USTA, added: “Extending and expanding our relationship with an industry leader such as Esurance is a testament to the appeal of the US Open. We are especially pleased that Esurance will continue its support of the US Open Green Initiative, an initiative that aligns perfectly with Esurance’s own corporate philosophy.”

English League One soccer club Peterborough United, asthma vying for promotion to the Championship through the league play-offs, cheap have signed a new shirt sponsorship deal with Peterborough Renewable Energy Limited (PREL).

The agreement will last for two seasons and is valued at US$300, help 000 per annum, seeing PREL’s Energypark logo emblazoned across the front of the club’s three shirts.

The deal will apply throughout the 2011/12 and 2012/13 English soccer seasons with Bob Symns, chief executive of Peterborough United, saying: “This is an excellent partnership for both the football club and our new partners PREL, and is the result of many months of protracted discussions and meetings by our commercial department. PREL will have a massive impact on the future of our city and its Energypark will be at the centre of sustaining and improving our environment.”

PREL’s Energypark, a US$412m development in the Fengate area of Peterborough, is currently under construction and should become fully operational within the next four years.

Chris Williams, managing director of PREL, added: “We get involved in the community and as a Peterborough-based company, we are very keen to support our local club. It is going to be pretty special to see our logo on the front of the Peterborough United shirts. It is not normal for a company in its early years to be doing this kind of sponsorship, but for us it makes tremendous sense and we will be very proud to see the team run out of the tunnel with our logo on their shirts.”

Nutrition company Herbalife has been confirmed as the title sponsor of the 2011 World Football Challenge which will feature a rematch of the UEFA Champions League Final between Manchester United and Barcelona later this summer, medicine which will also feature Manchester City and Real Madrid.

Co-organised by Major League Soccer (MLS) and Creative Artists Agency (CAA), the Herbalife World Football Challenge will see the cream of European soccer taking on top MLS and Mexican Primera División clubs including Chicago Fire, Los Angeles Galaxy, New England Revolution, Vancouver Whitecaps, Club América and Club Deportivo Guadalajara.

Michael O. Johnson, chairman and chief executive of Herbalife, said: “The Herbalife World Football Challenge is a great opportunity to expand our commitment to a healthy active life through sports and is an ideal backdrop to launch our new line of sports products.”

The second World Football Challenge will take place between July and August, with soccer stadiums in Arlington, Chicago, Foxborough, Landover, Los Angeles, Miami and Vancouver all named as host venues. The debut edition of the World Football Challenge, which was won by English Premier League giants Chelsea, took place in 2009 across six American stadiums.

Herbalife has sponsorship arrangements with more than 100 different teams and athletes across the world, including Barcelona, Los Angeles Galaxy, Schalke 04, Spartak Moscow, Valencia and Lionel Messi.

AFC Bournemouth, an English League One soccer club vying to gain promotion to the nPower Championship via the play-offs, have been handed a major boost after securing a stadium naming rights deal with Seward Motor Group.

In a deal which is the biggest sponsorship agreement in the club’s history, Bournemouth’s Dean Court stadium will be known as the Seward Stadium from July 1 in a six-figure deal that extends for three years.

Seward has been a long-term supporter of Bournemouth at various levels since 1998, including an eight-year stint as shirt sponsor.

Seward chairman John Saunders said: “We are very proud to be involved with the club and very excited by this deal. We have a long association with AFCB and we’re delighted to be putting something back into the community through the club. They are doing an excellent job and this stadium is a superb facility.”

Bournemouth’s chairman, Eddie Mitchell, was delighted with the deal, adding: “To see a good local family brand commit on this level is a testament to the hard work done at the club. The fans have never been as supportive and to have the backing of such a strong commercial partnership is reassurance to all that we are an ambitious club with long-term goals. They are great supporters of the club.”

The Manchester United Foundation, try official charity of the English Premier League leaders, health have secured a partnership with express and logistics company DHL Express, price to participate in a groundbreaking educational programme for local school children. 

DHL will join the Manchester United Enterprise Academy, in an initiative that aims to introduce young people to the basic principles of business and self-employment, in its role as the Official Logistics Partner of Manchester United,

On completion of the academy course, participants will be awarded with a nationally-recognised business and enterprise qualification. Courses are facilitated by dedicated project staff alongside teachers, youth workers and now DHL employees in schools near the company’s service centres in the northwest. 

The programme will see members of the DHL team sharing their own business experiences and skills to enhance the pupils’ understanding of enterprise, with Manchester United itself used as a real life business case study that young people can relate to and understand, covering topics such as products and services, marketing and advertising, customer service and career planning. 

Phil Couchman, CEO of DHL Express UK & Ireland said: “With a wealth of experience and skills, our staff will help bring the world of work and business to life for pupils taking part in the Enterprise Academy.

“We want to put something back into the community in which we work. This partnership with the Manchester United Foundation should open the young people’s eyes to new ideas and possibilities.”

John Shiels, chief executive, Manchester United Foundation, added: “DHL is the perfect partner for the Manchester United Foundation to work with delivering business and enterprise education.

“Not only is DHL a new sponsor of the Club, it is a successful multinational business that is brilliantly positioned locally in Trafford Park. We hope this will be the start of a long-term relationship that will help us deliver the message to young people that good business practice is inherent in every good business.”

Tag Heuer has tied up with the race promoters for the upcoming Indian Grand Prix, JPSI, to gain access to the branding, logo and image rights of the circuit hosting the race, the Buddh International Circuit.  

The luxury watch brand’s parent company LVMH Group, which has been ‘Mastering speed for 150 years’ as its 2011 communications theme, is hoping that the inaugural Indian Grand Prix will provide a good vehicle to get this message across as it wants to “increase its reach from 26 cities to 35 cities by next year”. 

Manishi Sanwal, GM, LVMH Watch & Jewellery India, told Financial Chronicle: “Since car racing is a very metro city phenomenon in India, our media mix will essentially comprise outdoor, print, digital and on-ground advertising in Delhi, Mumbai and Bangalore. Most of our communication will be around the launch of 200 pieces ‘India limited edition’ watches.” 

The designer label, which has McClaren driver Lewis Hamilton as its brand ambassador, spends around 25 per cent of its annual marketing budget in the motorsport industry.

Tag Heuer India, at present, contributes less than 5 per cent of the brand’s global turnover. The brand generally spends 20 per cent of its turnover on marketing and advertising, but this year it has hiked the budget by almost 30 per cent, the business daily reported.