Dutch Eredivise soccer club AZ Alkmaar has announced a new four-year partnership with sportswear brand Macron.

Under the terms of the agreement, the club will switch from local kit supplier Quick to the Italian apparel company in a deal that will run until the end of the 2014/15 season.

Macron will supply AZ Alkmaar with a range of competition, training and leisure wear for the duration of the contract.

AZ Alkmaar’s director of football affairs, Earnest Stewart stated: “We are very happy with the four-year partnership with Macron. AZ is committed to creating a strong bond with regional businesses, but here we are showing that we’re also the interest of international companies. Macron is a fantastic company and I am confident that this relationship will provide many beautiful opportunities.”

Gianluca Pavanello, Macron chief executive, added: “Macron is a European company that wants to expand. We’re proud to enter the Dutch market by sponsoring AZ, a great soccer club with whom we share the same values: passion for sports and a focus on quality.”

Magners Cider has announced that it will end its six-year long backing of rugby union’s Celtic League at the end of this season.

The tournament, anesthetist made up of four Welsh, bronchi four Irish, two Scottish and two Italian sides, has seen Magners as an official sponsor since 2005 but will now be looking for a new supporter.

A Magners spokesperson said: “Magners will not be renewing their sponsorship of the Celtic rugby competition at the end of their current contract. Celtic Rugby are in negotiations with several potential new sponsors.”

Magners’ decision to end its ties with the domestic rugby union competition follows on from rival drinks brand Guinness’ withdrawal from its title sponsorship deal of the English domestic league, replaced by financial services firm Aviva.

Rugby World Cup Limited (RWCL) today, April 18, appointed Research In Motion (RIM) as an Official Sponsor of this year’s edition in New Zealand, a deal which means BlackBerry will be the Official Handheld Mobile Device of Rugby World Cup 2011.

Under the terms of the agreement, BlackBerry will provide Rugby’s showcase Tournament with the very latest BlackBerry smartphones and BlackBerry PlayBook tablets to enhance operations by ensuring that the Tournament and its fans remain connected.

A free-to-download Official Rugby World Cup 2011 App will also be released, ensuring fans be able to stay up to date with all the latest live match scores, match video highlights and latest news.

RWCL Chairman Bernard Lapasset said: “Rugby World Cup Limited is delighted that RIM’s BlackBerry brand has joined the impressive portfolio of sponsors and suppliers for Rugby World Cup 2011. This partnership with one of the world’s most recognisable brands further enhances the enormous prestige and attraction of Rugby World Cup in the global market place.”

“We look forward to working closely with RIM to promote Rugby around the world through innovative global technology solutions as the global sporting community counts down to the start of Rugby World Cup 2011. The Tournament looks set to position Rugby in new markets around the world and Blackberry will help us reach out to new communities and audiences.”

Adele Beachley, Managing Director for RIM Australia and New Zealand, added: “Rugby World Cup 2011 is the most eagerly anticipated sporting event in the world this year and it will be a very exciting time for Rugby supporters around the world. At RIM we really wanted to join the RWC 2011 team and get behind the people of New Zealand, the hosts of this global event.”

“RIM is an international provider of smartphones so we felt a partnership with RWC 2011, a global sporting event which is played and watched by people from all over the world, was a great fit. Our innovative BlackBerry smartphones and BlackBerry App will allow RWC 2011 officials, referees and fans worldwide to communicate instantly and stay up to date with the matches in New Zealand. I’m sure there will be much banter being exchanged between fans using BlackBerry devices all over the world.”

The inventory of commercial partners for the tournament comprises: Emirates Airline, MasterCard, Heineken, ANZ, DHL and Société Générale as Rugby World Cup 2011 Worldwide Partners; Brancott Estate, Toshiba, Land Rover, Microsoft and BlackBerry as Official Sponsors; Licensing in Motion and RTH as Master Licencees; Canterbury as Official Sportswear Supplier; Gilbert Rugby as the Official Ball Supplier; Russell McVeagh as Official Law Firm; KPMG as Official Tournament Supplier of accounting and tax advisory service and Coca-Cola as Official Soft Drinks Supplier.

Marussia Virgin Racing team of Formula One has extended its partnership with British luggage brand Antler in a one-year renewal.

Under the terms, generic Antler will gain an increased visual presence with the company’s logo appearing on the side of the nose cone of the team’s two MVR-02 cars that are competing in the Formula One world championship.

Antler has been supplying the team and crew with its lightweight product range since its partnership with Marussia Virgin Racing began in the team’s debut season at the 2010 Singapore Grand Prix.

Antler’s chief executive, buy David Benjamin, unhealthy commented: “Formula One cars are designed for agility and responsive handling. Their designs are at the cutting edge of innovation and have outstanding functionality and style,” he explained. All these factors apply similarly to Antler luggage and we pride ourselves on producing the most technically advanced, easy to manoeuvre and lightweight cases on the market.  We hope to showcase these to a wide audience through our partnerships with Marussia Virgin Racing and wish them every success this season.”

Andy Webb, chief executive of Marussia Virgin Racing, added: “We are delighted to have extended our partnership with Antler. At Marussia Virgin Racing we are constantly exploring development opportunities to enhance our performance, whilst maintaining reliability. With that in mind we enjoy many technical synergies in our relationship with Antler.”

The 2014 FIFA World Cup to be staged in Rio, anesthetist Brazil, has obtained another major national sponsor in pre-packaged chocolate manufacturer Nescau, who have agreed a deal to become a National Supporter of the event.

Nescau becomes the fourth Brazilian-based company to sign up for the event, following FIFA World Cup Sponsors Marfrig and Oi and fellow National Supporter Banco Itaú.

The brand will receive extensive local marketing rights within Brazil for the 2014 FIFA World Cup and the FIFA Confederations Cup 2013 as well as exclusivity within their product category.

Ivan Zurita, President of Nestlé Brazil, Nescau’s parent company, reflected on the deal, stating: “Our sponsorship of the 2014 FIFA World Cup gives us the opportunity to get even closer to our fans and consumers. We are extremely proud to be supporting the biggest event in world football.”

FIFA’s Marketing Director Thierry Weil added: “We are delighted to welcome Nescau as the latest member of FIFA’s sponsor family. The fact that so many Brazilian brands are committing to the event is great news for us and highlights the appeal of the event within the host nation. We’re looking forward to working with Nescau to ensure that both parties drive as much value as possible from this deal.”

Under the terms of the agreement, Nescau’s pre-packaged chocolate bars and ice-creams will be available to fans at all stadiums during the FIFA Confederations Cup 2013 and the 2014 FIFA World Cup.

SiG Solar, specialist in distributing photovoltaic products, has become the Official Partner of German Bundesliga soccer club SV Werder Bremen, commencing with the 2011/2012 season.

The sponsorship, brokered by Infront Sports & Media, includes a strong advertising presence in the club’s Weser Stadium and It will advertise at the club’s home games, displaying a family of brands including SUN EARTH (solar modules) and etropolis (electric-powered scooters).

Sun Earth Solar Power is also involved with its distribution partner’s sponsorship of SV Werder Bremen – the debut in sport sponsorship for both companies.

As Official Partner, SiG Solar receives a versatile range of advertising platforms in the Weser Stadium, including static and rotating boards, perspective carpets (cam carpets) and advertising space in the stands. The company will also have logo identification in print and the online publications of SV Werder Bremen and access to the corporate hospitality offered at the Weser Stadium.

Jan-Christian Schröder, Managing Director of SiG Solar, stated: ”Regional roots and a pan-European focus – this is what SiG Solar and SV Werder Bremen have in common and the reason why we feel in the right place in the Weser Stadium. In addition, by integrating photovoltaic systems in the reconstruction of the Weser Stadium, the club has made a clear statement of principle on sustainable energy and environmental responsibility and offers us an ideal environment to present our photovoltaic and electromobility products.”

Klaus Filbry, Managing Director of SV Werder Bremen, said: ”SiG Solar as a leading innovator in sustainable energy is a very interesting company from our region. We would be happy if this partnership becomes a long-term collaboration. Having a sponsor from this industry sector, we fill an additional category in our sponsorship portfolio very well.”

Reinhardt Weinberger, Managing Director of Infront Germany, added: ”As an Official Partner, SiG Solar will benefit from image association with one of the most popular clubs in Germany – known for its sustainable approach in all areas – and from the attention given to the Bundesliga in Germany and abroad. The involvement of its Chinese manufacturing partner Sun Earth Solar Power demonstrates the appeal of the club as a far-reaching communication platform. The extensive presence of SiG Solar in the Weser Stadium will enhance the national and international awareness for the brand and products.”

Be?ikta? soccer club of the Turkish Super Lig have agreed a five-year extension of their existing kit sponsorship deal with Adidas.

The German sportswear giants have been producing the club’s match and training kits since the 2009/10 season and Besiktas announced the renewal at a signing ceremony held at the club’s Nevzat Demir Sports Complex training facility.

According to Turkish newspaper Vatan, cough Adidas’ deal with Be?ikta? is worth a total US$5.3m over the duration of the contract which will run until the end of the 2015/16 season.

Be?ikta? chairman Y?ld?rm Demirören said: “The club’s management and fans have been fully satisfied with Adidas’ products over the past two years. That’s the reason why we have decided to continue working with them for the next five years. This season, we have sold 185,000 shirts for the first time in club’s history. This is a sign that our fans are not buying pirated products but choosing our Eagle Nest stores. We want to add to this number every other season, because merchandise is a real source of revenue for our club. If each fan spends US$10 in our stores, we can make US$150 million every year and that’s not a small amount.”

Halil Mutlu, general manager of Adidas Turkey, added: “Be?ikta? is one of our favorite clubs in Turkey. I am confident we will exceed the number of shirts we have sold so far next season. The quality of our products are no different to those we market elsewhere in Europe.”

A new premium partnership has been agreed between the German Golf Association (DGV) and Schüco International KG, unhealthy a green innovations building company, to expand its existing commitment to golf in the nation.

The one-year agreement is reportedly valued at around US$100,000 with the aim of continuing to promote and extend golf in Germany through a range of combined marketing strategies, and includes the option to extend the partnership for a further year.

Schüco first committed to supporting German golf in 2008, and has title sponsored the invitational Schüco Open since 2009 and boasts an impressive portfolio of golfing brand ambassadors including current world number one Martin Kaymer, Miguel Angel Jimenez and Geoff Ogilvy.

Dirk U. Hindrichs, president and chief executive of Schüco International KG, stated: “Golf is booming. This is borne out in no small part by the enormous growth in the number of club members. With the support of the German Golf Association, Schüco is looking to advance this trend further. Just as in golf, our company’s innovative products also stand for green technology in harmony with nature and the environment.”

Hans Joachim Nothelfer, president of the DGV, added: “We are delighted to welcome an experienced and ambitious partner in Schüco, one that has already given golf a real boost here in Germany – not least through the Schüco Open.”

Suunto has been appointed by the International Triathlon Union (ITU) as the official timing and data partner of the World Championship Series.

For the third year running, recipe Suunto, healing a designer and manufacturer of sports precision timing and monitoring instruments, patient  will collect performance data from competitors taking part in the Series, and deliver these during broadcasts. Data collected will include GPS, heart-rates and real-time speed and distance information.

The Finnish company already has a number of triathletes acting as brand ambassadors, including Olympic champion Jan Frodeno, 2008 world champion Javier Gomez and 2007 world champion Daniel Unger.

The PGA TOUR and the Bob Hope Classic have announced that they have formed an eight-year partnership with Humana (NYSE: HUM) and the William J. Clinton Foundation beginning in 2012, ed with Humana becoming title sponsor.

The agreement will build on a shared commitment by both the Clinton Foundation and Humana to promote healthy living and work across sectors to improve the lives of people around the world.

PGA TOUR Commissioner Tim Finchem stated: “We are excited to announce this collaboration between Humana and the Clinton Foundation in support of this iconic event. The tournament will take on an expanded focus of serving as a strategic platform to establish and communicate new initiatives in health and well-being. We are delighted to have the support and commitment of Humana and truly honored to have the Clinton Foundation’s partnership.”

Sponsorship of the tournament expands Humana’s involvement with the PGA TOUR having been a marketing partner since 2005. The company is also the “Official Health Benefits Company of the PGA TOUR and Champions Tour.”

Humana Chairman and CEO Michael B. McCallister said: “President Clinton and his Foundation have had an enormous impact over the past years on improving lives by transforming ideas into real action. We see the partnership with the Clinton Foundation, anabolics the PGA TOUR and the Classic as an effective way to showcase the importance and overall benefits of a healthy lifestyle and what needs to be done to improve overall health and well-being for everyone.”

President Clinton added: “The PGA TOUR has always been a leader in philanthropy. I’m so pleased that my Foundation has committed to working with the TOUR and Humana to raise awareness for global health and continue to improve the lives of people around the world. Through the Clinton Global Initiative, members have made nearly 2,000 commitments, which have helped 300 million people in more than 170 countries. My Foundation has helped 4 million people gain access to life-saving HIV/AIDS medications, but there is still more work to be done. By joining with the PGA TOUR and Humana, we can further our efforts to improve global health, strengthen economies, and protect the environment.”