The Florida Panthers of the National Hockey League (NHL) have agreed a ground-breaking deal with car manufacturer Lexus that gives them naming rights of their ice rink, a first in the sport of ice hockey.

A multi-year deal was struck by the Miami-based team that sees the playing surface at the club’s BankAtlantic Center renamed the Lexus Rink. Reports suggest that the agreement is worth an upper-six-figure sum annually.

The Florida Panthers have already sold the four on-ice advertising positions permitted by the NHL to Bud Light, Dex Imaging, Ford and Gulfstream Park, meaning the deal does not encompass on-ice exposure for Lexus. However, it does grant them first disposal to buy on-ice space when it becomes available. A permanent sign hosting the Lexus Rink brand will be attached to the scoreboard.

Lexus is a long-term sponsor of the club, having been a founding partner and sponsor of the BankAtlantic Center’s suite and club level since 1998, and is also the official luxury vehicle of the Florida Panthers.

Michael Yormark, president and chief operating officer for Sunrise Sports & Entertainment, the Panthers’ parent company, commented: “This is their third renewal, and Lexus was looking for something a bit different, the ‘next big idea.’ They still have their branded parking lot deal for all events, but they challenged me to come up with something new. For us, it created new inventory that we haven’t taken advantage of in the past.”

The International Triathlon Union (ITU) has announced today, April 5, that Chain Reaction Cycles has been named as the Official Online Bicycle Store of the Dextro Energy Triathlon ITU World Championship Series.

Chain Reaction Cycles was established in 1985 as a family business but has grown to be the biggest online bike store in the world. Chain Reaction Cycles is also a one-stop shop for everything related to triathlon and becomes the eighth global partner of the world’s premier triathlon series.

In addition to a wide range of road and time-trial bikes and frames, Chain Reaction Cycles also boast an array of quality swimming gear, a comprehensive selection of running shoes, clothing, GPS equipment, endurance, hydration and recovery supplements from some of the world’s best nutrition companies.

Marisol Casado, ITU President and IOC Member, stated: “It is a pleasure to have a partner who like us, is committed to helping triathletes around the world. Chain Reaction Cycles makes top products available to athletes anywhere and everywhere through its impressive online store and we’re delighted to work with them through our premier series.”

Damien Duggan, Advertising Manager of Chain Reaction Cycles, added: “We are delighted to be part of the Dextro Energy Triathlon Series, which will see the world’s best triathletes compete on the global triathlon circuit. Linking up with such a prestigious event is perfect for us, and with stages being held in Sydney, London and Beijing, its set to be one of the most exciting yet for competitors and spectators alike. The London round on August 6-7 should provide an excellent test for the competitors, as they get the final chance to race the course before the 2012 Olympic Games. We cannot wait!”

Leading mobile handset manufacturer, Nokia India has renewed its sponsorship of cricket’s Indian Premier League (IPL) team, the Kolkata Knight Riders (KKR) for the fourth year in a row.

Under the terms of the agreement Nokia will continue as the principal sponsor of the KKR team, meanwhile Nokia India and the KKR team also announced a nationwide consumer campaign — ‘KKR Tension Mat Le Yaar’, which aims to involve cricket enthusiasts and KKR fans across the country to be a part of the IPL cricket action.

According to Nokia, ‘KKR Tension Mat Le Yaar’ is a motivational consumer campaign that opens up an interactive engagement platform for KKR fans to interact with each other and their favourite team.

The campaign will make extensive use of the digital and mobile mediums to enable KKR fans to interact and share their stress busting mantras with the KKR team on both, match and off-match days.

In a bid to get Kolkata Knight Riders’ motivation high, fans can either send in or post their stress busting ideas thereby helping the team stay calm, focused and motivated to win the title.

Enhancing the interactive element, fans can view and vote for each other’s stress busting ideas, enabling each other to win additional points that can subsequently be redeemed for prizes including Nokia / KKR merchandise, match tickets and last but not the least, the grand prize of meeting Shahrukh Khan.

Speaking on the occasion, Nokia India VP and MD D. Shivakumar stated: “Nokia has had a long and successful relationship with Shahrukh and his team, the Kolkata Knight Riders. We actively support Shahrukh, our brand ambassador, and KKR. We’ve gained a lot through this association with KKR which really connects well with cricket and bollywood fans across India. This is our fourth year of association. Every year we’ve had a new angle on the game and KKR, and this year promises another innovative campaign.”

Commenting on the association with Nokia, Shahrukh Khan added: “Nokia and Kolkata Knight Riders are among the most visible brands at the Indian Premier League. We value our association with Nokia and I am very pleased that we have extended this relationship further. We start IPL season 4 with renewed optimism — it’s a new team and we intend put our best foot forward. I believe that the new IPL campaign — ‘KKR Tension Mat Le Yaar’ — will not only help the team stay focused and motivated, but will also bring the fans closer like never before.”

Bet-at-home has been acquired by Infront Sports & Media, symptoms in its role as the long-term marketing partner of the International Ice Hockey Federation (IIHF), as a new official sponsor of the 2011 IIHF World Championship.

The agreement marks the end of a successful marketing and sales period for the tournament, resulting in a line up of 13 international top sponsors.

The events official Main Sponsor is Škoda which, having been involved for almost 20 years, has established itself as the longest Main Sponsor of any World Championship in history.

Jochen Dickinger, Chairman of bet-at-home.com, stated: “The IIHF World Championship is an excellent platform for boosting our reputation and increasing awareness for our brand in major ice hockey markets, particularly in Central and Eastern Europe. Being ourselves a part of the international sports business, we highly recognise the value of a wide-reaching sports sponsorship platform.

“Our miscellaneous sponsorship commitment in the past has proved highly beneficial and we are excited to see the results of being involved with such a global event as the IIHF World Championship.“

Bruno Marty, Infront’s Executive Director of Winter Sports, added: “bet-at-home.com completes a strong sponsor line-up for this year’s IIHF World Championship, clearly demonstrating that the popularity of the tournament as an international communication platform continues to soar.

“The attraction of new partners on the one hand and the dedication and long term commitment of existing brands is the very best proof that the joint efforts of the IIHF and Infront in marketing a highly attractive tournament remain successful.”

With FA Cup sponsor E.ON having announced that they will not be renewing their deal with the traditional tournament for next season, the Football Association (FA) are rumoured to be struggling to find a replacement for its title sponsorship of the competition, thought to be worth around £8m (US$12.8m) a year.

It is believed The FA has been on the hunt for a replacement sponsor since summer 2010 with the start of the 2012 FA Cup competition kicking off in August.

The FA could start the competition without a title sponsor, though this would be highly unusual as they are expected to issue “competition rules” to the estimated 750 clubs competing in the cup in the next few weeks. The rules include details of the title sponsors’ demands at soccer grounds, such as branding on perimeter boards.

According to one sports agency, last week the FA sent emails to agencies that asked if their clients would be interested in sponsoring the competition. Previous sponsors include Littlewoods and AXA Insurance. The body’s hunt for a commercial sponsor is being handled by sports marketing agency IMG.

An FA spokesman said: “We have been in discussions with a number of parties since last summer regarding sponsorship opportunities at Wembley and those talks are ongoing.”

The uncertainty over the next sponsor of the competition has led bookmakers to speculate on the next likely candidate with UK firm Ladbrokes touting supermarket leader Tesco as the 4/1 favourites. Amongst the other candidates mentioned are McDonald’s, Vodafone and Vauxhall, which the FA signed as sponsor of the England national team in January.

English rugby league giants the Bradford Bulls have announced an extension of their relationship with Carlsberg for a further four years.

Under the terms of the renewal of the long-standing partnership, anabolics the main stand at Bradford’s Odsal Stadium will retain its Tetley’s Stand name. Additionally, buy Carlsberg will carry on supplying the bars around the Bulls home ground.

Bulls chief executive Ryan Duckett said: “Carlsberg UK and Bradford Bulls have shared the benefits of our partnership for many years and we are delighted to be able to extend our relationship with them until 2015.”

Mark Pattinson, sales director for Carlsberg UK, added: “The Bradford Bulls and the Tetley brand have been winning partners for over a decade. I’m delighted the partnership can continue and Bradford Bulls supporters can continue to enjoy our portfolio of brands of Tetley’s, Carlsberg and San Miguel at the stadium.”

Dubai-based airline Emirates has signed a deal that will see it become the official airline of the United Arab Emirates (UAE) Rugby Association and its national teams for the next five years.

The Emirates logo will be displayed on the shirts of all the teams within the UAE Rugby Association, with the airline having been a driving force behind the growth of rugby in the region, notably sponsoring the Emirates Airline Dubai Rugby Sevens tournament.

Emirates is strengthening its ties in the sport having been announced as a worldwide partner with the 2011 Rugby World Cup in New Zealand. The airline also has deals in place with the IRB, rugby union’s global governing body, USA Rugby, Rugby World Cup Sevens, the Super League in the UK, and the England Rugby League team.

Ahmed Khoory, Emirates senior vice president commercial operations, Gulf, Middle East and Iran, stated: “Emirates has a strong affiliation with rugby both in the UAE and around the globe and our sponsorship of the UAE Rugby Association is an excellent way of reinforcing our passion for the sport. The popularity of rugby in the UAE continues to grow each year and it is our intention that this sponsorship further stimulates the development of rugby in the emirates.”

UAE Rugby Association chairman Mohammad Abdulrahman Falaknaz added: “The UAE Rugby Association is very proud to have secured Emirates as the official airline. Emirates are an undisputed leader in the sports-sponsorship arena, and this agreement offers a strong statement of belief and support in our focus and the future direction of rugby in the UAE.”

Major League Baseball (MLB) franchises the Chicago Cubs and Los Angeles Dodgers have secured multi-year deals with United Airlines to become the official airline of both teams.

2011 will be the airline’s first season of a multi-year, multi-faceted strategic partnership with the Dodgers, in which they will transport the team and staff to away games throughout the campaign.

The new partnership also sees United Airlines become the entitlement partner to the Dodgers Club suites and suite concourse at Dodger Stadium – a corridor of 35 luxury suites stretching from third base to the outer corner of right field.

Additionally, the airline will receive signage on the outfield wall and at home plate, features on team channel Dodgervision and other promotional opportunities.

Michael Young, chief revenue officer of the Dodgers, said: “The United team worked closely with the Dodgers to establish new branded entry signage that will greet fans as they enter in addition to United branded items within the club suites.”

The deal with the Cubs and the Chicago-based airline is a renewal of a relationship that began in 2004, for a further three years.

United Airlines remain as the official airline of the team and their home stadium Wrigley Field. However, as part of the extended partnership, Wrigley Field’s Stadium Club will be rebranded as the United Club, with a number of United-themed drinks and events on offer to patrons. United will also receive signage at the Cubs ballpark.

Wally Hayward, executive vice president, chief sales and marketing officer of the Chicago Cubs, said: “The Cubs have relied on United to fly our team across the country for years. We’re pleased to extend our partnership with United, a global company with local roots, and look forward to working together to deliver a world-class experience to our fans.”

Courtesy of a deal separate to their extended partnership with the Cubs, United has also secured naming rights to the rooftop sign outside Wrigley Field

Mark Bergsrud, senior vice president of marketing for United, added: “As Chicago’s hometown airline, we are thrilled to partner with the Cubs – a true Chicago icon. We look forward to being a part of the team experience, both in Chicago and at every away game, for both players and fans. We are excited to partner with a true Los Angeles icon in the Dodgers that is also a global brand. As the largest airline in the City of Angels, we are thrilled to be a part of the team experience – both in Los Angeles and at every away game – for both players and fans.”

The first Polish national sponsor for the UEFA Euro 2012 championships, co-hosted by Poland and Ukraine, has been announced as chocolate brand E.Wedel, the nation’s oldest chocolate brand sold by Kraft Foods to Japan-based Lotte Group last June.

Under the terms of the deal, Wedel will benefit from a range of rights, including brand recognition in official premises and the ability to run ticket promotions for its customers.

David Taylor, CEO of the UEFA Events SA division of European soccer’s governing body, stated: “The signing of the first Polish national sponsor for UEFA Euro 2012 marks another milestone in the build-up to the final tournament.

“The interest we have received from many Polish companies to be part of the sponsorship programme shows that these companies wish to be part of an event that will promote Poland and the best of what Poland has to offer,” Taylor added.

Paul Szczesniak, managing director of E.Wedel, said: “Euro 2012 is the biggest event ever to come to this part of Europe and we are very proud that Poland is co-hosting this prestigious tournament.”