Having comfortably beaten Kings XI Punjab in their first ever Indian Premier League (IPL) match, league debutants the Pune Warriors India have unveiled insurance company Max New York Life Insurance as a primary sponsor and official team partner for the fourth season of the annual Twenty20 tournament.

The Max New York Life Insurance logo will appear on the back of the team’s match shirts under the terms of the deal, and in addition, the new primary sponsor will receive signage within the ground throughout the tournament.

Whilst no official valuation of the agreement has been released, deals such as this have been worth up to US$1m in the latest edition of the IPL.

The Pune Warriors, owned by the Sahara Group have attracted a host of major sponsors for the 2011 IPL season. Car manufacturer TVS Motors is the franchise’s main sponsor, with company branding appearing on the front of the team’s shirts, while Adidas are the team’s apparel producer.

Rajesh Sud, chief executive and managing director of Max New York Life, said: “We are proud to be associated with the Pune Warriors India. With India’s recent success in the Cricket World Cup 2011, IPL season four promises to be even more exciting for the millions of cricket fans across India.

“We wish the Pune Warriors team a great IPL season ahead. Pune Warriors India is a new team with strong and experienced international players with a perfect mix of national talent. I am confident that the energy Pune Warriors India exudes will earn them a large fan following across the country in the very first year.”

Abhijit Sarkar of Pune Warriors India added: “We are excited to have Max New York Life Insurance as our principal sponsor and official team partner. Max New York Life is a prestigious brand to be associated with and this association will strengthen Brand Pune Warriors India.”

The British Grand Prix Squash Championships have secured the renewal of an affiliation with Rowe Motor Oil to remain title sponsor for the second successive year.

In a deal reported to be worth at least US$100,000, the Professional Squash Association (PSA) World Tour tournament will be known as the Rowe British Grand Prix in 2011 following the agreement with event promoters internationalSportgroup.

It is the third year that the German company has associated with the tournament, having been a sponsor in 2009, before upgrading to become title sponsor in 2010. 

Michael Zehe, chief executive and founder of Rowe Motor Oil stated: “I was very pleased with the result of the first Rowe British Grand Prix in 2010, especially the TV coverage in the far east countries was very impressive. This year’s tournament needed to be elevated to the new PSA criteria, which means a higher prize fund and a bigger TV contribution. It was a pleasure to take our responsibility as title sponsor to secure the Rowe British Grand Prix in the circle of the ten leading squash events world-wide.”

Paul Walters, chief executive of internationalSportgroup commented: “Michael and his company have been very proactive sponsors and we look forward to further growing the British Grand Prix with Rowe Motor Oil this year.”

Leading international sports marketing company, case Infront Sports & Media, viagra the commercial partner of the Swedish Ice Hockey Association (SIF), has secured three important sponsorship deals for the Swedish National Ice Hockey Team, universally known as the ‘Tre Kronor’.

Top international brands, car manufacturer Škoda, improvement store Bauhaus and brewer Carlsberg Sweden will each become Main Sponsors for the 2011 season.

The brands will benefit from the appeal of international ice hockey in Sweden and beyond whilst supporting the team in the important build-up phase for the 2012 and 2013 IIHF World Championships.

Škoda has upgraded its role having already partnered the Swedish Ice Hockey National Team has upgraded its role to become a Main Sponsor for 2011, whilst Bauhaus and Carlsberg are newly signed.

All three packages include presence on advertising boards at all ‘Tre Kronor’ home games while the Škoda and Bauhaus logos will also feature on the team shirts.

Carlsberg, positioning its local brand Falcon, activates its sponsorship by launching the project “Hockey Legends” together with the Swedish Ice Hockey Federation.

Three Formula One teams have announced new partnerships for the year, drugs ahead of the second race of the season in Malaysia.

Team Lotus has announced an upgraded deal with American computer systems company Dell, ailment who become the official technology supplier of the team.

Under the terms of the agreement Dell will provide Team Lotus with technological solutions for the 2011 season, and will feature on the T128 car at the Chinese Grand Prix – the third race of the season.

Team Lotus team principal Tony Fernandes said: “I am delighted that Dell has decided to deepen its relationship with the Team Lotus family and even more excited about the opportunities our unique collaboration will provide for everyone involved. We have already begun work on a number of exciting initiatives with Dell that will give them additional access to the incredibly exciting world we live and work in.”

Andy Lark, chief marketing officer, enterprise and public marketing, Dell Corporation, said: “We have been working with Team Lotus as an official supplier since day one of this amazing story. Formula One would not function without technology, it is simply right at the heart of everything that powers the sport on and off track, and we have been lucky enough to play an integral role in the establishment and development of the team since it first gained its entry in September 2009. I see this partnership continuing to grow.”

Fellow strugglers Marussia Virgin Racing have unveiled a partnership for the 2011 season with Diabloskinz, a supplier of personalisation equipment for portable communications devices.

Diabloskinz will produce a range of vinyl protective covers to fit electronic equipment including mobile phones, tablet computers, laptops and gaming consoles, featuring photo-quality images associated with the team.

The marketing director of Marussia Virgin Racing, Jim Wright stated: “We are proud to work with Diabloskinz for the 2011 Formula One season as they have delivered a unique service that is designed to support the growing Marussia Virgin Racing fan base, worldwide. The ability to deliver the latest Marussia Virgin Racing Formula One content that can be customised as an affordable skin for use on a wide range of devices offers an exciting proposition. We look forward to working with Diabloskinz.”

Scuderia Toro Rosso has secured an initial one-race deal with Malaysian hypermarket chain Giant.

The company’s logo will feature on the barge boards and nose of the team’s STR6 cars, as well as on race suits and shirts, and team principal Franz Tost’s shirt at the Malaysian Grand Prix.

Two franchises of cricket’s Indian Premier League (IPL) have switched their allegiances to Coca Cola from PepsiCo, representing significant blows to the soft drinks company.

However, ahead of today’s, April 8, commence of the fourth edition of the league, PepsiCo have agreed numerous new partnerships of their own in what is a war of the Cola’s in the inaugural Twenty20 competition.

Both The Mumbai Indians, captained by recently appointed Coca Cola brand ambassador Sachin Tendulkar, and Kings XI Punjab were backed last year by PepsiCo, but will be sponsored in the 2011 season by Coca Cola, joining the Deccan Chargers in agreeing new deals with the American giant.

The new acquisitions for Coca Cola mean that they will now be sponsoring five of the ten franchises that compete in the IPL, having backed the Kolkata Knight Riders and Delhi Daredevils in the last four years.

Industry sources estimate that the company will, in total, be spending approximately US$11m on advertising the brand at the tournament – an increase of about 25 per cent on last year.

Coca Cola India director of marketing Wasim Basir stated: “We have extended our association with IPL by partnering with three new teams. The teams that we are sponsoring belong to markets that are very important for Coca Cola. The teams were available and we wanted to associate with them.”

PepsiCo, the official sponsor of the 2011 Cricket World Cup, has in turn announced that it will partner the other five IPL franchises becoming the official pouring partner of the Chennai Super Kings, Royal Challengers Bangalore, the Rajasthan Royals, and both of the League’s two new teams, the Pune Warriors and the Kochi Tuskers.

In addition, PepsiCo has agreed a deal with SetMax, the associate broadcaster of the 2011 IPL, which sees the company’s ‘Mountain Dew’ soft drink become the associate broadcast sponsor, receiving in-game advertising privileges throughout the tournament.

PepsiCo India executive marketing director Deepika Warrier said: “IPL in summer offers us a great opportunity to carry forward to positive momentum built during the Cricket World Cup. We will be rolling out some exciting campaigns and consumer activations across our major brands.”

The largest brewery in the world, viagra 60mg Anheuser-Busch InBev has been confirmed as the official beer sponsor of the 2011 Copa America, with the company’s flagship drink Budweiser, Brazilian beer Brahma and Argentinean brand Quilmes all receiving expansive local sponsorship rights at the South American soccer tournament.

Chris Burggraeve, chief marketing officer of Anheuser-Busch InBev, said: “We’re very pleased to be sponsoring the Copa America in 2011. In 2010, we leveraged our newfound scale and expanded brand portfolio as official sponsors of the FIFA World Cup in South Africa and connected with fans around the world. In 2011, we’ll focus this approach in the Americas where we’ll activate our Copa America Argentina sponsorship.”

Anheuser-Busch InBev’s deal was negotiated by Traffic Sports, the commercial agency representing tournament organisers Conmebol, governing body of South American soccer.

Aaron Davidson, vice president of sponsorship and marketing at Traffic Sports, added: “Leading AB InBev brands including Budweiser, Brahma and Quilmes are synonymous with football. So it is only natural that AB InBev showcases and activates these great brands at the oldest national team soccer championship in the world.

“We look forward to working closely with AB InBev to give fans another opportunity to experience the excitement of Latin American football in 2011 whether in person in Argentina or on television, internet or mobile in over 200 countries around the globe.”

Glamorgan County Cricket Club (CCC) has received a timely boost ahead of the start of the 2011 season, cough announcing a three-year sponsorship deal with Welsh building society Principality.

The Principality logo will appear on the back of the team’s LV County Championship, there one-day and Twenty20 shirts under the terms of the agreement.

Additionally, unhealthy the company will work with the Welsh county to encourage grassroots participation in the sport through a series of community initiatives.

Graeme Yorston, chief operating officer at Principality, commented: “We are delighted to announce our partnership with Glamorgan Cricket; a club that has proved a source of great pride for the people of Wales for over a century.

“This relationship sits neatly within our sponsorship portfolio and further demonstrates our ongoing commitment to supporting sport, culture and charity in Wales. As a mutual building society, Principality is committed to actively contributing to the communities in which we operate and we look forward to utilising our relationship with Glamorgan to boost grass-roots cricket across Wales.”

Alan Hamer, chief executive of Glamorgan Cricket, said: “We are delighted to be working with another thriving Welsh brand. Like Glamorgan, Principality are uniquely associated with Wales, and we share a common passion for bringing success to the country.”

Kings XI Punjab (KXIP) of the Indian Premier League (IPL) has announced the welcoming of five new sponsors on-board and has launched marketing initiatives for season 4 of the competition. 

Pearl Group is the franchise’s Official Team Partner, Carlsberg is Exceptional Team Partner, Q Cinemas is Official Multiplex Partner, Coca Cola was named the Official Beverage Partner and Flying Machine as the Official Team Partner.

It has also launched a special initiative to support the team through Paint the town Red and a contest Rocky Ranjit ki Khoj, a search for the voices for the mascots. The franchise has also revamped its website – kxip.in – by adding several new features like live chats, contests, updates about KXIP cricketers.

KXIP co-promoter Ness Wadia said: “I am extremely delighted with the team composition that has Coach Michael Bevan and Captain Adam Gilchrist at the helm and a host of experienced and talented cricketer. We are also extremely happy about the domestic players who form the part of the squad. These young and energetic boys come from our catchment area and beyond. All of them have the potential of being mettle winners in their own right. All in all our team has the right mix of experience, youth and talent & the exhibited potential to go the distance this year.”

Further commenting on the partners association for IPL 4, he said: “Kings XI Punjab is delighted to renew its association with our long standing partners. Emirates, again is our Title Partner and the other partners who we continue our relationship are ACC as Official Team Partner, Gulf as Performance & Protection Partner, Wrigley as Official Chewing Gum, USL as Official games for Challenge Partner and Reebok as Official Apparel Partner. We mutually remain committed to our objectives and promise to take this association to new heights.

“We are also thrilled to have a number of new partners with us this season – Pearl Group as Official Team Partner, Carlsberg as Exceptional Team Partner, Q Cinemas as Official Multiplex Partner, Coca Cola as the Official Beverage Partner and Flying Machine as the Official Team Partner.  All of them bring forth their esteemed values and commitment & together we forge a new and lasting bond. We take this opportunity to thank all our partners for trusting us and we assure them of our utmost efforts to fulfill our common objectives.”

KXIP COO Col. Arvinder Singh further added: “KXIP values its enduring relationship with the fans and this year too our aim is to keep our fans and supporters at the core so that they take pride in being associated with us.  We received a stupendous response last year on our initiatives like Homecoming, an opportunity to meet and greet players in their hometowns in catchment area & Flying Catch last year. Hence we will be organizing them again this season in association with our partners i.e. with Carlsberg and Emirates respectively.”

Electronics giant Samsung has become the new title sponsor of Austrian soccer’s main domestic cup competition, the Österreichischer Fussball-Bund (ÖFB).

The Korean company has signed a three-season deal with the ÖFB, believed to be worth a mid six-figure sum annually, which will see the competition entitled the ÖFB Samsung Cup.

Samsung will see its logo inscribed on the trophy under the terms of the agreement and will also have an extensive advertising presence through perimeter hoardings at cup matches.

Choi Bang-Seob, president of Samsung Electronics Austria, said: “Precision, the right technology and the will to always be the best link Samsung to the world of football.

“Through our commitment to the cup, we are showing social responsibility by returning some of the success the company has had in this country to the Austrian football community. Football unites, creates friendships and promotes sportsmanship, understanding and respect across national, linguistic and cultural boundaries.”

Samsung’s sponsorship comes into effect during next season’s competition and runs through until 2013/14 season, succeeding brewery Steigl, who had sponsored the cup since 2004.

This deal will see Samsung receiving considerable exposure on Austrian free-to-air television, as all ÖFB Cup games from the quarter-final stage onwards are televised across terrestrial channels ORF, ATV and Puls4. The winners of the competition are awarded Austria’s place in the third qualifying round of the Uefa Europa League.

ÖFB General Director Alfred Ludwig added: “Since Euro 2008, the cup competition has become more attractive specifically in financial terms. The new logo, the new trophy, the catchy slogan ‘Goals for Europe’ and the new kit designs have been very well received by the entire football family.

“The competition has now been discovered by television, really, as so far no less than seven matches have been broadcast live and in full on free TV. Even the coaches, official and players have become more aware of the competition than ever before, as it offers a great way to get into Europe with only six victories needed to reach the Europa League.

“Working together with our new main sponsor Samsung will work to make the cup even more attractive and we are proud to welcome a global corporation that is involved in international football into the family of partners and sponsors of the ÖFB.”

As of the 2011/12 season German Bundesliga soccer club TSG 1899 Hoffenheim will be sponsored by a Mannheim-based food production company after signing a third-level sponsorship deal with Baktat.

A manufacturer and wholesaler of Turkish food, here Baktat has come to a business partnership arrangement with the Sinsheim-based club, which will see the company receive advertising at Hoffenheim’s home ground, the Rhein-Neckar Arena, including on the LED screens at the stadium.

Also under the terms of the agreement, Baktat are entitled to corporate hospitality services at the stadium and will be involved in various promotional activities.

Mustafa Baklan, managing director of Baktat, said: “In addition to the communication and sales objectives of our engagement, I am an advocate of sport and its large contribution to international understanding, integration and how it makes people exemplify the virtues of passion, commitment and tolerance.”