The Russian Football Union (RFS) has secured an extension of a long-term sponsorship deal with the Russian wing of beverage group Efes.

Stary Melnik, an Efes brand, has been named an official sponsor of the Russian national soccer team, a status that previously had only been enjoyed by non-Russian beers.

The Istanbul-based beverage group’s Russian brand has been a sponsor of the RFS since 2001, with Stary Melnik beginning their relationship with the association the following year.

Evrim Hizaler, marketing director of Efes Russia, said: “We are pleased to work with the Russian Football Union and the Russian national team, who hold the sporting hopes and ambitions of millions of fans. We hope the team continues to delight the fans during the qualifying rounds of Uefa Euro 2012. We all want to see the success of our team.”

While expressing his happiness at the continuation of Efes’ sponsorship despite “complexities associated with the legislation of the Russian Federation,” RFS commercial director Boris Onikul declined to reveal how much the new contract is worth.

Dick Advocaat, head coach of the Russian national team, added: “It is very important to have a loyal sponsor like Stary Melnik. We look forward to supporting the company. To be honest, I do not drink beer but the players say they like it!”

English Premiership rugby union side Harlequins have extended their long-term sponsorship with Etihad Airways for an additional three-year period.

The deal is estimated to be worth an annual sum of around US$800,000 and under terms of the renewal, the Abu Dhabi-based airline will continue to have its logo featured on the front of the club’s playing shirts.

In Addition, the club’s home stadium’s east stand, the 14,816 capacity Twickenham Stoop, will continue to be known as the Etihad Stand.

A further aspect of the multi-year deal will see Harlequins players continue to visit the Emirate for training camps during the off-season.

James Hogan, Etihad Airways chief executive, stated: “We are delighted to further extend the sponsorship deal with Harlequins – a partnership that has exceeded expectations and provided both parties with fantastic brand exposure on a global level. We look forward to hosting more community events in the coming three years and welcoming Quins playing and coaching staff back to Etihad’s home-base of Abu Dhabi.”

Mark Evans, Harlequins chief executive, added: “Our relationship has been an excellent one for the last four years and we are delighted to have secured the airline’s support going forward for the next three seasons. I leave the club in very good hands and I know both parties will both benefit hugely from this ongoing partnership.

“Etihad is an ideal sponsor for Quins and we are really looking forward to working with the team to ensure that both parties drive further value from the relationship and enjoy each other’s successes.”

Earlier this year the London-based side took part in an LV=Cup clash against local rivals London Wasps in Abu Dhabi, with the backing of Etihad Airways, marking the first UK domestic competitive rugby fixture to be played overseas.

Recruitment agency Randstad stepped up their sponsorship with Williams F1 as the season opened in Melbourne at the weekend.

The deal was reported to be worth US$3 million in 2010, the partnership that began in 2004 will continue for another season with Randstad branding continuing to appear on the cockpit surrounds, pit crew and team clothing, as per last year’s agreement.

However, under the terms of the improved deal, the company’s logo now appears on the drivers’ overalls and the engine cover of the new FW33 car.

In the off-season the team have agreed a renewal with watchmaker Oris, as well as a new partnership with Petroleos de Venezuela – Venezuela’s largest petroleum company.

Frank Williams, team principal of WilliamsF1 commented: “Randstad is a very important partner of ours and has contributed positively to the team over the past five seasons. Their philosophy that success comes from a dedicated workforce reflects our own and so we are delighted to be able to assist them in the communication of that message through Formula One. I welcome the news of their continued commitment to the team and look forward to more rewarding years of partnership.”

Frans Cornelis, managing director of group marketing and communications of Randstad added: “Sponsoring WilliamsF1 has delivered global brand visibility and been a success in terms of local activation by our operating companies when a race is held in their country. As we are one of the world’s leading recruiters for engineering, IT and technical professionals; that is another aspect that fits. We are happy that Randstad will feature even more prominently on the new car. We are looking forward to a great racing season.”

The England and Wales Cricket Board (ECB) have announced that Maximuscle, part of the GlaxoSmithKline (GSK) Group, will remain the official nutrition supplier to the body and England cricket teams until the end of 2013.

Maximuscle originally became a supplier to the ECB – the governing body of English cricket – in 2008, and will continue to work with the organisation’s science and medicine team, based at the National Cricket Performance Centre, to develop a range of bespoke products that are designed to improve physical condition and preparation of all the England teams, under the terms of the agreement.

Nick Moore, ECB head of sales, stated: “Over the past three years Maximuscle has been instrumental in working with the ECB’s science and medicine staff to help ensure the England cricket team is one of the best prepared in world sport. We are delighted to announce the extension of this partnership and look forward to continuing to work with Maximuscle over the next three years.”

Mark Morgan, senior sponsorship & PR manager from Maximuscle, added: “We are pleased to be continuing this successful partnership and look forward to carrying on our work with the ECB to provide their players with first-class sports nutrition.

“It has been an honour to be a part of the recent momentous successes of England Cricket, including being crowned ICC World Twenty20 champions and bringing home the Ashes.”

The 2018 Winter Olympics bid of French city Annecy has received another boost with Caisse des Dépôts having committed to paying US$2.1 million to the French National Olympic and Sport Committee (CNOSF) after signing up as an official partner.

Caisse des Dépôts chief executive Augustin de Romanet, said: “This partnership is an illustration of the Caisse des Dépôts’ drive to provide effective and sustainable support for ambitious projects.

“In addition to providing funding and additional staff, our support takes the shape of engineering know-how, especially in the area of protecting the local environment and its heritage through sustainable development, one of our group’s core strategies.

“Our subsidiaries – CDC Biodiversité, Egis, Icade, SNI, Transdev, Compagnie des Alpes – will play their part in these areas.”

France’s Minister for Sport, Chantal Jouanno, said: “The Annecy Bid encapsulates the ambitions and values of our major groups: the taste for challenge, for excellence, the desire to innovate and take on responsibility when faced with new social and environmental challenges.

“Annecy 2018 is a project for the future.

“The Caisse des Dépôts, tasked with serving the public interest and supporting sustainable development in our regions, is a natural partner for this Bid.

“Its commitment has made a major contribution to the new dynamic driving the Bid since January.

“Each time a major group joins forces with us, we send a strong signal to the International Olympic Committee.”

Annecy 2018 bid chief Charles Beigbeder added that he was “delighted with a partnership which is in line with our desire to respect our magnificent natural playing field, linking in with the core strategies of the Caisse des Dépôts, which focus on sustainable and regional development”.

English rugby league team, the Wigan Warriors have announced that accountancy brand Probiz has been named an official club partner.

The Probiz logo will appear on the back of the team’s home and away shirts at the top and the bottom for the 2011 season, with advertising appearing within the DW Stadium during matches.

Although official figures were not disclosed, the deal is estimated to be worth around US$100,000 in total for the season.

The company’s deal with Wigan adds to their extensive sport sponsorship portfolio having already signed deals with Super League rivals, the Castleford Tigers, Premier League soccer team West Bromwich Albion and cricket side the Sussex Sharks. 

Probiz founder Feisal Nahaboo said of the partnership: “We are proud and delighted to have become an official partner with the leading rugby league team in Europe. I have huge respect for the Wigan players, coaching staff and board and am looking forward to developing a successful working partnership with them. Wigan came very close recently to being crowned the best club in the world and to me that means they are a world class outfit who will continue to improve.”

Wigan Warriors commercial director Geoff Warburton welcomed the deal, adding: ” The addition of Probiz as a club partner is a major coup for Wigan and we are pleased to welcome Feisal and his company on board. Probiz are investing large sums of money into a variety of sports clubs to help develop their business and we are pleased to have secured this deal for the 2011 Super League season.”

English nPower Championship soccer club Barnsley have secured a three-year deal with electrical and industrial dismantlers CK Beckett to become the official premier sponsor of second tier side.

CK Bennett will become the club’s shirt sponsor as of the 2012/13 season having already been named sponsors of the South Yorkshire club’s south stand at their Oakwell stadium.

Barnsley’s director Don Rowing said: “For the past three years CK Beckett have become an integral part of Barnsley Football Club, so we’re delighted to see them increase their involvement even further. To have a local Barnsley company become the club’s principal sponsor is excellent news and I hope that other local companies will follow suit and see the value of aligning themselves with us.”

Chris Beckett, founder of CK Beckett, added: “When the club informed us that Barnsley Building Society’s sponsorship was coming to an end there was no hesitation in my mind taking the next step in confirming that we would like our name on the front of all the shirts.”

The side have also signed a four-year deal which will see the world’s leading sports apparel and shoemaker Nike replace Lotto as the official kit supplier of the team.

Rowling added: “This deal comes at a great time for the club. Nike is a world renowned brand and one that customers trust to deliver quality and style. With a new club sponsor on board and the refit of our Superstore, we will be able to better provide a better product for our supporters to wear.”

Golf’s Challenge Tour has confirmed that Mazda has become presenting sponsor of the Kärnten Golf Open, an event which is supported by European Tour champion Markus Brier’s Foundation.

The Kärnten Golf Open presented by Mazda will return to Golf Club Klagenfurt-Seltenheim in Klagenfurt, Austria, from June 2-5, 2011.

Günther Kerle, CEO of Mazda Austria, said: “We are delighted to upgrade our involvement to the level of presenting sponsor as we have enjoyed two unbelievable years as a partner of this event, with Martin winning a Mazda CX-7 both years with a hole in one.”

Alain de Soultrait, Director of the Challenge Tour, stated: “It is tremendous news to welcome Mazda as title sponsors, as it shows the strength of this tournament and the Challenge Tour in general that we are able to attract such big international companies. This tournament has grown in stature over the past two years, thanks in no small part to the involvement of Markus Brier, a long-time supporter of the Tour, and I’m sure with Mazda’s sponsorship the event will continue to prosper in the coming years.”

In addition, a multi-year agreement has also been reached between Mazda Austria and tournament promoters Ticon Sports and Austrian Florian Praegant, who is currently eighth in the Challenge Tour Rankings.

Peter Hofstätter, owner of Ticon Sports, added: “We are very pleased to announce this agreement, which will see Florian drive a Mazda and wear the logo on his shirt. We are delighted Mazda will build on the foundations laid by the Markus Brier Foundation, the presenting partner for the first two years on the event. Markus has played in both editions and helped us immensely in developing this tournament, so we should also thank him for all his efforts.”

Qatari private investment company QIPCO has become the title sponsor of the new British Champions Series for the next two years, obtaining exclusive naming rights for the horseracing series and full partnership rights for the new £3m (US$4.8m) British Champions Day climax at Ascot, the richest race day ever staged in Britain.

QIPCO becomes the official partner of the Guineas Festival at Newmarket’s Rowley Mile on April 30, which launches the British Champions Series with the 2000 and 1000 Guineas, and the prestigious Sussex Stakes, a key British Champions Series race staged as part the Glorious Goodwood festival, under the terms of the agreement.

Sheikh Hamad bin Abdullah Al Thani, chief executive of QIPCO Holding, stated: “We want to raise the international profile of QIPCO and the British Champions Series provides the perfect platform for the company to reach a wider audience.

“Comprising the very best of British Flat racing and including many of the world’s most famous races, all of which are renowned for their prestige and quality, the British Champions Series is the ideal vehicle for QIPCO in our drive to develop new investment and business opportunities in the UK and around the world,” he added.

Karl Oliver, chief executive of British Champions Series, said: “We’re delighted to welcome QIPCO to partner British Flat racing on this journey towards a strong future for our sport. Qatar is demonstrating its ambition on the world stage and that makes QIPCO an excellent partner for British Champions Series.”

Top Russian soccer side Zenit St. Petersburg have signed an agreement with Swiss watch manufacturer Corum to become an official sponsor of the club.

Antonio Calce, cough  Corum chief executive travelled to St. Petersburg to sign the deal with Zenit officials that will see the 2010 Russian Premier League champions help promote the brand through a series of commercial projects.

Corum will produce a new line of watches featuring the club’s logo on the dial in recognition of the league and cup double the team achieved in 2010 under the terms of the deal. However, only 40 will be made, named the ‘Zenith’ series, and will be available in June.

Corum, known for their high-quality, limited-edition watches, already have triple Olympic gold medallist sailor Ben Ainslie, and French yachtsman Loïck Peyron as brand ambassadors, but this is the first time the watchmakers have partnered a soccer team.