The Chennai Super Kings, reigning Indian Premier League (IPL) champions, have agreed the most lucrative sponsorship deal in the league’s short history, following telecom provider Aircel’s decision to renew and improve its current partnership with the team.

The Aircel logo will continue to feature on the front of the match shirts and on the hats worn by the Chennai Super Kings throughout the tournament for the next three years.

The deal, confirmed by club officials, is reportedly worth at least US$19m over its duration, comfortably trumping Hero Honda’s current IPL record sponsorship with the Mumbai Indians, valued at around $15m.

One team official stated: “The deal is the biggest so far and most expensive by any sponsor across all the 10 IPL teams,” whilst Rhiti Sports Management promoter Arun Pandey, who controls all of Dhoni’s endorsements and brand associations, commented: “This is a record deal.”

Pandey went on to reveal that the Super Kings have enjoyed a significant increase in sponsorship revenues this year, up an estimated $5m from the last year’s winning campaign, and interest in the team has rocketed following the World Cup.

Pandey added: “We got a lot of queries from brands wanting to associate with the team after the World Cup, but we had already closed our deals by then. We had set a minimum benchmark figure for brands to pick up team sponsorship. The team has done very well and it is the defending champion.”

Alongside Aircel, Chennai Super Kings have two major sponsors – Gulf Oil and Amrapali, with other partners including PepsiCo, TI Cycles and Amity.

A four-year extension has been agreed to a long-running partnership between soft drinks giant Pepsi and Major League Soccer (MLS).

Having been one of the league’s founding partners in its launch year of 1996, Pepsi has negotiated its renewal with the league’s marketing arm, Soccer United Marketing (SUM). The new deal is reported to be worth a low eight figure sum, some US$12m in total.

PepsiCo brands Pepsi, Aquafina and Gatorade will retain national exclusivity as the league’s respective official soft drink, bottled water and sports drink under the terms.

However, Pepsi was unable to secure local rights to the league’s individual teams, a rights category that remains available to the league’s 18 professional clubs.

Jeff Dubiel, vice president of sports marketing for Pepsi, admitted: “We’d love to have league plus local rights to all of the MLS teams, but I don’t think losing local rights will impede us. All other major leagues are operating this way, so we expected MLS would get there too.”

In March, SUM announced a similar renewal which again saw Anheuser-Busch, another of the MLS’ founding partners, lose out on local rights after years of league-wide branding being sold centrally. The new deals put Pepsi and Anheuser-Busch in line with the league’s other major partnerships with Allstate, AT&T, Home Depot and Volkswagen.

SUM president Kathy Carter, speaking to SportsBuisness Journal, stated: “It’s an evolution, not a revolution. As the value of the league has increased, our clubs have become more relevant. They have relationships with local marketers and distributors, and by trying their hands with exclusive deals we were not taking advantage of their value.”

Despite the change in the way marketing rights are sold, Pepsi is still pursuing local rights to a number of the league’s teams, which according to Dubiel, include the Chicago Fire, Columbus Crew, DC United, New England Revolution, Real Salt Lake and Sporting Kansas City, all of whom have stadium deals with the drinks firm.

Fellow MLS clubs the Colorado Rapids, Philadelphia Union, Portland Timbers and Seattle Sounders all have stadium deals with Pepsi’s main rival Coca-Cola, while the San Jose Earthquakes signed a multi-year partnership with 7Up in March.

Elsewhere, MLS has agreed a multi-year partnership with value hotel brand Four Points by Sheraton, a subsidiary of Starwood Hotels and Resorts Worldwide.

Leading global broker in foreign exchange, rx FxPro Financial Services Ltd, anesthetist   has announced today, April 13, that it has agreed a deal to be an official partner of Asia’s premier club soccer competition, the Asian Football Confederation (AFC) Champions League, for the 2011 season.

World Sport Group (WSG) brokered the agreement, as the AFC’s exclusive marketing and media partner, which sees FxPro’s branding prominently displayed on-screen at various stages of the “live” telecast of each of the 117 AFC Champions League matches.

The AFC Champions League, a tournament which runs from March until November each season, is contested by the best thirty-two clubs from Asia’s top ten leagues – Australia, China, Indonesia, Iran, Japan, Korea, Qatar, Saudi Arabia, UAE and Uzbekistan, and two teams from India, Indonesia, Qatar, Syria, Thailand and UAE who qualify through play-offs, for a total prize money of US$14m and a place in the FIFA Club World Cup.

AFC President, Mohamed Bin Hammam, also running for FIFA Presidency, stated: “It gives me great pleasure to welcome FxPro to the Asian football family as a new partner of the AFC Champions League.  In appreciation of their faith and trust, the AFC is working at its utmost to raise the level of professionalism of the competition and to return better values to our investors. In addition, as the competition features participating clubs from 13 countries across Asia every year, we are happy to have an esteemed partner like FxPro, who delivers their invaluable forex trading services in Asia.”

Denis Sukhotin, Founder of FxPro commented: “Asia is a core market for FxPro, and we are committed to developing the strength of our brand in the region through sponsorship.  We are delighted to be partnered with such an exciting and popular tournament that is viewed by our clients and stakeholders across the region. FxPro is expanding its profile in Asia and the Middle East so the decision to support the AFC Champions League is a natural fit for the future ambitions of the business.”

Ian Mathie, Senior Vice-President, Football, Asean & Australia, World Sport Group, added: “FxPro makes a great addition to the AFC family of corporate partners – a group of the world’s leading brands and multinational companies.  We are delighted that FxPro has recognised the value of associating with Asia’s premier club competition which enjoys a wide and growing viewership across the region. We look forward to working with FxPro to ensure that the competition successfully delivers FxPro’s sponsorship goals and brand aspirations”.

Crewroom, a Putney-based performance kit supplier to athletes, has announced that it will sponsor the London Youth Games for the next three years. 

The London Youth Games, in its 34th year, has evolved over the years and last year saw over 50,000 youngsters participate. The event sees teams from each of London’s 33 Boroughs take part in 30 sports over 25 days, with the overall winning Borough taking the Jubilee Trophy.

Founded by former rower Kate Giles and her partner Jason Haigh, Crewroom’s product is a favourite with rowers, including the GB Rowing Team and is also sported by a number of other athletes from runners to cyclists.

Giles said: “We are passionate about sport and our unique product range is designed especially for athletes using our very own sustainable fabric – Vapour-X®- offering maximum performance through technical innovation.

“Based in London ourselves with a desire to see as many young Londoners as possible have the chance to enjoy the many benefits of getting involved in sport, it’s a natural fit for us to support the London Youth Games and we are excited about our three year partnership.

“To stage an event this size takes hundreds of people…we are thrilled that we have the opportunity to kit them out in the very best performance apparel.”

Russell Findlay, Chief Executive of the London Youth Games, added: “We are delighted to be teaming up with Crewroom as the official kit sponsors of the Balfour Beatty London Youth Games.

“Each year we strive to enhance the quality of experience for young people who both participate and volunteer in the London Youth Games.

“It is crucial that we give them a rewarding early experience of competitive sport and by kitting out our young volunteers with Crewroom’s high quality garments goes a long way towards fulfilling our objective of delivering a long-term legacy for London sport.”

An announcement has been made by the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) confirming that Rio Tinto, ampoule an international mining group headquartered in London, have been named as the ‘Official Mining and Metals Provider’ to London 2012. 

Rio Tinto will provide all the gold, silver and copper to produce the 4,700 medals for the London 2012 Olympic Games and Paralympic Games and becomes a domestic Tier 3 sponsor.

The metal will come from Rio Tinto’s Kennecott Utah Copper mine in Salt Lake City, USA, having previously provided medals metal for the Salt Lake City Winter Olympic Games in 2002, and the Oyu Tolgoi mine in Mongolia.

Rio Tinto also becomes London 2012’s 40th domestic sponsor and LOCOG Commercial director Chris Townsend said: “The medals are one of the great traditions and enduring images of any Olympic or Paralympic Games, so Rio Tinto will play a significant role in the successful delivery of London 2012.  

“We welcome them to the London 2012 family and we look forward to working with them to ensure that our medals will be both spectacular and sustainable.”

Tom Albanese, Rio Tinto chief executive added: “All of us at Rio Tinto are excited to have the special job once again of digging the ore that will become treasured medals for the world’s elite athlete. 

“We are right behind London 2012’s commitment to delivering sustainable Games, which aligns with Rio Tinto’s passionate commitment to sustainable development wherever we operate around the world.”

India Yamaha Motor has signed on to a one-year partnership with Indian Premier League franchise Deccan Chargers (DC) as team co-sponsor for the ongoing fourth season of the Twenty20 cricketing event.

The deal entitles Yamaha the right to be referred as the “Official Team Partner” status in all its advertising and promotions including web promotions, cialis as well as the right to be mentioned in all official media release by DC and the right to unlimited usage of DC name and logo.

Additionally, drug Yamaha can also use images and signatures of a minimum of three Chargers players. It also has access to players for two days of promotion and events of Yamaha.

Under the terms of the agreement, the Yamaha logo will also appear on leading side of players’ helmets and caps and on all promotions done by DC across various communication material including DC program catalogue and web promotion.

Speaking on the occasion, India Yamaha Motor National Business head Roy Kurian said: “Yamaha has a strong presence in the Hyderabad market and being associated with Deccan Chargers will surely be of mutual benefit and productive. We are very enthusiastic about the new deal and look forward to share an effective relationship with the team.”

Deccan Chargers Sporting Ventures Limited director Operations E Venkat Reddy added: “We are very happy to associate with Yamaha as co-sponsor for IPL 2011 season.  Yamaha is an exclusive and trusted brand, stands for performance excellence and I am sure these similarities between partners are a winning combination and will surely lead to a successful outcome.”

It has been revealed that Nikon has become the latest company to sign a licensing agreement with London 2012, to be used on a range of binoculars, telescopes and laser rangefinders aimed at spectators.

Under the terms of the agreement, Nikon UK will supply the sport optics for a number of Olympic and Paralympic sports.

Chris Townsend, the director of London 2012, said: “This is a deal which crosses both our merchandise and sport programmes. 

“Their equipment will be used by spectators and competitors alike at sports like archery, sailing and shooting, getting everyone closer to the action.”

Nikon’s rival Panasonic already have the worldwide rights for visual equipment under its multi-million dollar sponsorship deal with the International Olympic Committee (IOC), meaning the deal does not involve cameras.

The London 2012 merchandise programme is expected to raise around £80m (US$131m) of the £2bn ($3bn) required for the staging of the Games.

The United States Olympic Committee (USOC) has confirmed its renewal of a major apparel and footwear deal with sportswear giant Nike to continue their commercial partnership through to the 2016 Games in Rio de Janeiro.

Nike will continue to act as the official outfitter of USOC, cialis providing footwear and apparel for the US Olympic and Paralympic athletes including the medal stand uniform for medal ceremonies during the London 2012, prostate Sochi 2014 and Rio 2016 Olympic and Paralympic Games.

Nike first became an official sponsor and licensee of US Olympic and Paralympic teams in 2005 ahead of the 2006 Winter Games in Torino.

The announcement, doctor made yesterday, April 11, came after widespread reports last month that the two parties had reached a preliminary agreement over a new contract.

Financial details of the new deal have not been disclosed, but reports have indicated that the new arrangement is worth more than the previous contract, which was thought to have generated US$15m for USOC in cash and in-kind services over four years.

Nike’s general manager of North America, Elliott Hill stated: “The Olympic Games represent Nike’s core DNA – to provide innovation and inspiration to athletes at the highest level. We are proud to support our US athletes and are excited to continue Nike’s partnership with the US Olympic Committee.” Under the terms of the agreement, Nike will also provide the award uniforms for the 2014 and 2016 US Youth Olympic teams and the 2015 US Pan American and Parapan American teams.

USOC chief executive officer Scott Blackmun added: “We are proud to extend our partnership with Nike through 2016, a company that brings innovation to athletes the world over. Nike’s skill at developing performance-driven apparel and footwear has been instrumental in equipping US Olympians and Paralympians as they strive to reach the pinnacle in athletic excellence.”

Two United States Olympic sport federations have secured new deals in the run-up to the London 2012 Olympics with USRowing and USA Triathlon both announcing new sponsorship agreements for 2011.

Voxer, developers of a walkie-talkie voice communication application for Apple devices, has agreed a deal with USRowing to become an official sponsor of the US men’s national team for one year.

USRowing chief executive Glenn Merry stated: “USRowing is excited to welcome Voxer as sponsor for the men’s national team. Voxer’s cutting edge technologies and commitment to excellence reflect the ideals of our athletes and programs. We look forward to building a successful partnership in the coming year.”

Tom Katis, founder and chief executive of Voxer added: “Voxer is thrilled to sponsor the US national team. We understand the teamwork, the commitment and the passion required to win at the highest levels and look forward to seeing the US men’s national team do just that.”

USA Triathlon has secured the renewal of a silver-level sponsorship with Cequent Performance Products, known for its bike transport products, for a further year.

Cequent is already the official bike carrier of USA Triathlon; under the new sponsorship agreement, USA Triathlon members will now receive a 20 per cent discount on the company’s products, with promotions and giveaways enabled at USA Triathlon National Championship events.

Russian Premier League soccer giant CSKA Moscow has secured a premium partnership with the Ural Bank for Reconstruction and Development (UBRD).

The Russian credit service’s one-year sponsorship coincides with the club’s centenary season and UBRB hopes its deal with the club will give the company an expanded presence throughout Russia beyond the bank’s Ekaterinburg base.

Alexei Krokhin, pharmacy vice president of UBRD, said: “Sport is an integral part of our lives and football in general is one of the most popular sports around. The game has no age boundaries and its popularity in Russia is growing.

“Our partnership with CSKA Moscow is another big step towards gaining mass support and promoting healthy lifestyles. Until the end of CSKA Moscow’s Jubilee, we will be an official sponsor of this legendary club.”