One of the International Olympic Committee’s (IOC) leading sponsors, Dow Chemical, has strengthened its ties in sports investment upon being announced as the official chemistry company of the Special Olympics.

Dow joins Microsoft, Coca-Cola, and Cisco as a major sponsor of the Special Olympic World Summer Games in Athens this summer, which will be held between 25 June and 4 July, featuring more than 7,000 athletes from 180 nations across 22 sports.

Andrew Liveris, Dow chairman and chief executive, stated: “Supporting the upcoming World Summer Games aligns with Dow’s core values of integrity and respect for people. The Special Olympics celebrates the human spirit unlike any other sporting event, and Dow is proud to be part of it as an official sponsor.”

Joanna Despotopoulou, president of Athens 2011, added: “We are thrilled to have Dow’s support for the upcoming Special Olympics World Summer Games Athens 2011. The Special Olympics are about changing lives, building advocacy networks and creating a lasting positive impact. Dow’s commitment to excellence and helping people around the globe makes them an ideal partner for the Special Olympics.”

Embratel president Jose Formoso stated: “This is the pinnacle of a project that began in 2008 with the bid of Rio de Janeiro for the Olympics. The partnership will be a golden opportunity to show the quality of the Embratel-Claro consortium services.”

Claro president Carlos Zenteno added: “This opens up new opportunities for Claro to develop creative and innovative projects to offer ever more sophisticated services to the Rio Games.”

Rio 2016 organising committee president Carlos Nuzman also commented: “We’ve reached another historic milestone for the Rio 2016 Games. To be able to count on a consortium composed of companies of the calibre of Claro and Embratel is an honour and means we can confidently face the challenges of Rio 2016 in the telecommunications sector.”

Canon USA, ed the photography and digital imaging specialist, ambulance  has been announced as a global sponsor of the upcoming Copa America international soccer tournament in Argentina this July.

Under the terms of the agreement, Canon will be the official camera, lens, binocular, video camera, broadcast lens, printer, calculator, digital radiography system and office equipment supplier for the competition.

Additionally, Canon will also secure exposure through two on-field advertisement boards per match, a logo on all press conference backdrops as well as branding on all official promotional materials and souvenir programs.

Taro Maruyama, president of Canon Latin America, stated: “As a premier provider of digital imaging equipment, Canon continuously seeks to leverage strategic avenues or high-profile events to help raise brand awareness and Copa America Argentina 2011 presents a unique opportunity to reach the fast-growing Latin American markets.

“Copa America is one of the longest-running and most prestigious tournaments in the world and we are excited to be a part of this important event and look forward to capturing all of the exhilarating moments through the imaging eye of Canon,” added Maruyama.

A lucrative three-year deal has been agreed between Spanish soccer giant Real Madrid and the capital’s Ministry of Industry, Tourism and Commerce and the Community and City of Madrid to promote holidays in the city and the rest of the country.

The likes of Cristiano Ronaldo, Mesut Özil and Spain captain Iker Casillas will act as ambassadors for Spanish tourism and appear in promotional campaigns, including television advertisements.

Additionally, the tourist board will also have a presence in the team’s home Santiago Bernabeu stadium, on billboards and LED perimeter hoardings adorned with the slogan “Visit Spain, visit Madrid”.

The campaign hopes to reach an audience of 300 million worldwide through coverage of Real Madrid’s home matches, most notably El Clásico, their 17th April meeting with bitter rivals and Liga BBVA leaders Barcelona.

However, the deal has proved controversial in some quarters, with Barcelona-based newspaper Sport objecting to the decision to pay Real an annual US$4.58m of taxpayers’ money as Spain embarks on an aggressive programme of fiscal spending cuts. The paper also voiced its disappointment that other top Spanish clubs, such as Valencia and Barcelona, were not included in the project.

Real Madrid president Florentino Perez said: “Our history and legend have made Real Madrid a universal team, but its grandeur begins in Madrid and Spain. For over 100 years it has been one of the most relevant references of this country and we have proudly carried the Madrid name around the world. We humbly accept this responsibility and we will carry it out with hard work, talent and commitment; values that identify with Madridismo.”

Alberto Ruiz Gallardon, the mayor of Madrid, described Real as “this city’s most important asset”, adding: “In large part it belongs to all Spaniards, because you are ambassadors of Spain.”

The minister of industry, tourism and commerce Miguel Sebastien said: “Real Madrid is an icon of Spain. It is a winning team and one of the most visible clubs on an international level, but what we must promote is its culture of hard work and the excellence in its genes.”

The Spanish national team, who are currently world and European champions, are also involved in a US$1.18m “Visit Spain” promotional campaign.

Japanese watch brand Seiko have signed a three-year sponsorship deal with Spanish La Liga soccer champions FC Barcelona.

The company will become the official watch partner of the Catalan club, with a range of branding rights at the team’s home Camp Nou stadium.

Additionally, the Seiko logo will appear on the stadium scoreboards, as well as on the fourth official’s board during Liga BBVA home games.

The deal also includes worldwide licensing rights, and each member of the Barcelona squad will be presented with a commemorative Sportura watch bearing the club crest.

FC Barcelona vice president Javier Faus said: “We are delighted with this partnership with such a prestigious and internationally well known brand that has always collaborated so closely with the world of sport. We are convinced that this relationship will further encourage both brands to continue their work for excellence and success.”

Seiko Watch Corporation president and chief executive Shinji Hattori added: “We are delighted to be appointed as an international partner of FC Barcelona. The history, culture and ambition of the club are a perfect match with Seiko and we look forward to a successful co-operation in the coming years.”

High-flying German Bundesliga soccer side Borussia Dortmund has extended a sponsorship agreement with Korean tyre manufacturer Hankook.

The contract has been renewed for a further two-years and will see that the company have an advertising presence at the 80, mind 720 capacity Signal Iduna Park, mind with their branding appearing on perimeter hoardings and interview boards.

A thirty-second advertisement will also be played on video screens at the ground at half-time during every Dortmund home game.

Dortmund recently conquered German giants Bayern Munich to stretch their lead at the top of the league to 12 points and according to Sponsors.de, the second tier sponsorship renewal comes as a financial boost, worth at least US$900,000 a year.

A major partnership has been agreed between the US Ski Team and knitted sweater manufacturer Neve Designs to run until 2019, the team have announced.

The partnership will therefore encompass the next two Winter Olympic Games, beginning with Sochi in 2014.

Neve will be the official sweater of the team as part of its desire to break into the European market and the deal gives Neve access to top US skiers including Ted Ligety and the highly marketable Lindesy Vonn and Julia Mancuso.

The US team’s chief revenue and marketing officer Andrew Judelson stated: “Neve has amazing product which is both functional and attractive to our athletes. Most importantly, though, Neve understands how to creatively merchandise around our US Ski Team brand globally.”

Neve president and chief executive Tom Irvine called the association with the team “our own call to excellence”, adding: “It pushes everyone involved to work harder and maintain uncompromising standards. This isn’t a mere marketing decision – it’s a long term strategic business direction for Neve.”

Based in Colorado, Neve – Italian for snow – has been a licensing partner of the team for nearly four years. The new deal, however, represents a major uplift on its involvement. Though it only has ten employees, the company experienced 40 per cent growth between 2009 and 2010 and now has its products in over 700 stores across North America.

Cricket’s Indian Premier League (IPL) franchise the Sahara Pune Warriors (SPW), owned by the Sahara Group, have signed-up sportswear brand adidas as the apparel partner for the team.

SPW Director Abhijit Sarkar stated: “Adidas is the apparel partner for Pune Warriors. We are also talking to several other companies for sponsorships which will be finalised soon.”

Sports marketing company, Percept Sports has marketing mandate of the Pune franchise.

Apart from SPW, adidas is also the apparel partner of league rivals the Mumbai Indians and Delhi Daredevils.

Earlier, Team Kochi which has been named Indi Warriors Kerala had signed-up Italian sportswear brand Lotto as official apparel partner.

Leading sporting goods company Adidas has announced that it made record sales last year and is in “fantastic” shape, helped by the income from the 2010 World Cup and an improved economy last year.

Sales rose 9 per cent to US$16.4bn for 2010, with net income more than doubling to $783.8m.

Adidas was able to keep profit margins and prices higher for longer, making fewer discounts in the process.

Adidas said sales of the brand rose 10 per cent, while its other key brand Reebok recorded a 15 per cent increase in sales, with growth in all regions.

Herbert Hainer, Adidas Group’s chief executive, revealed that it had been an excellent year for the business, stating: “Not only did we meet, but we beat all our initial expectations for the year.

“We outgrew our major competitors, achieving record sales of 12bn euros ($16.4bn). Therefore, I am proud to report that our group is in fantastic shape.”