A multi-media deal has been secured between electronics company Sharp and British Eurosport to sponsor the channel’s entire cycling coverage, therapy and develop an association with live race data from major events, ambulance for the upcoming 2011 season.

The deal, pharmacy brokered by Sharp’s media agency, Media by Design, is a six-figure sum and will give the company elements around titles and break-bumpers on the channel, online advertising, TV ad sports and the ability to provide assets for editorial content on-air or online. 

Sharp’s logo will also appear alongside official live data to activate Sharp’s role as British Eurosport’s official cycling insight partner, with a view to develop its own data information stream by late 2011.

Paul Molyneux, Sharp UK managing director, said: “We believe we can use our mindset as an inventor to deepen the enjoyment and involvement of fans, offering a higher level of insight into the sport and adding a new dimension to Eurosport’s coverage.” 

Guillaume Canard Duchene, head of UK sales for Eurosport added: “The additional branding and integration around the race data can only add to our viewers enjoyment of the sport and demonstrate Sharp’s technical abilities.”

The National Basketball Association’s (NBA) Sacramento Kings stadium naming rights agreement is being revisited by the Power Balance wristband company after the deal officially took effect on Tuesday, March 1.

The facility name was formally changed to Power Balance Pavilion from Arco Arena, and the team said that the “Power Balance name is going up in spots around the building.”

But Power Balance officials said that they are “delaying installing a Power Balance sign over the front door pending resolution of the talks” that could send the Kings to Anaheim after just 11 more games in Sacramento.

Betsafe have signed a three-year deal to become a major sponsor of the Danish soccer league, prostate just months ahead of the country’s market opening up.

The company will become the third main sponsor of the Danish Superliga as well as the title partner of the second tier of Danish soccer, doctor which will be renamed the Betsafe Liga.

The contract will be activated once Betsafe has received its licence under the forthcoming Danish legislation being introduced. The Danish government reassured the industry in January that licensed operators would be active in the market by the autumn.

Richardt Funch, allergy Betsafe’s country manager for Denmark, told EGaming Review that the deal would give the company “a unique strategic platform” for the introduction of the Danish legislation.

He added: “This deal will send a clear signal to the industry that Betsafe has very high ambitions and will become a significant operator in the future Danish betting market.”

The International Triathlon Union (ITU) announced yesterday, March 1, that a sponsorship agreement has been signed with leading eyewear brand Oakley to become the Official Global Eyewear Sponsor of the Dextro Energy Triathlon ITU World Championship Series.

Oakley will be the seventh global partner of the world’s premier triathlon series, which has created major sponsorship and broadcast opportunities since launching in 2009. Last year 21,000 athletes competed in mass-participation races in front of 700,000 spectators and global television audiences in 149 countries. It is expected to attract higher numbers in 2011, helping Series sponsors and partners extend their reach to wider audiences.

Marisol Casado, ITU President and IOC Member, stated: “With its product quality, Oakley has been favoured by many triathletes from elite to amateur competitors. The new partnership will earn big cheers from existing fans and attract new audiences through the exciting sport of triathlon.”

David Hyam, Oakley’s Sports Marketing Manager of Europe, Middle East and Asia, said: “Partnering up as Official Global Eyewear Sponsor of the Dextro Energy Triathlon ITU World Championship Series underlines our deliberate step in strengthening our position as being the most recognised and respected premium optical brand in performance eyewear.”

Paul Coleman, Managing Director of ITU World Championship Series, added: “Oakley is a global high profile brand that ITU is excited to develop successful partnerships with. Attracting Oakley as global partners of the Dextro Energy Triathlon ITU World Championships Series is another clear statement that we are successfully establishing the series as a major sports platform.”

According to a report in Canadian newspaper, the Toronto Star, Labatt has asked the Ontario Superior Court to “toss out” the National Hockey League’s (NHL) new US$375m sponsorship agreement with Molson Coors.

Labatt who Molson Coors will effectively replace as primary sponsor to the NHL, claims that it reached a deal to renew its Canadian sponsorship agreement with the NHL in November, but that the league then turned around and signed a North America-wide contract with Molson Coors instead.

Labatt in its court filing stated: “The NHL … in bad faith and in breach of their contractual obligations, went behind Labatt’s back to negotiate an agreement with the Molson Coors Respondents for the rights Labatt has held for almost 13 years.”

NHL Deputy Commissioner Bill Daly in a statement said: “We intend to defend against Labatt’s claim vigorously and we are confident that our position ultimately will be fully vindicated by the court.”

A three-year contract extension has been agreed between U.S. Cellular and Major League Baseball’s (MLB) St. Louis Cardinals.

Under the terms of the new deal, the creation and debut of the U.S. Cellular MVP Deck will be launched, a new premium, all-inclusive seating area in the northeast corner of Busch Stadium that will be targeted for group sales.

The partnership will also allow for the continuation of the U.S. Cellular Family Pavilion, an interactive games area, at the ballpark.

In addition, U.S. Cellular upgraded its cell tower at Busch Stadium to improve fans’ mobile connectivity. U.S. Cellular first became a team sponsor with a five-year deal in ’06, the first year of the third Busch Stadium in St. Louis.

Unilever GmbH will continue advertising with Sauerland Event after a deal was renewed for the long-term, asthma since the partnership, which was forged in 2009.

The Hamburg-based multi-national corporation will cater for the VIP areas as the ‘Official Supplier’ at Sauerland events with its Langnese-branded products.

In addition, the Langnese logo will appear on backdrops in the media areas, on the official shuttle service vehicles as well as on the boxen.com website. “

Markus Lippelt, Officer Events, Leisure and Fairs manager at Unilever, stated: “We believe the sponsoring has worked out very well and we are looking forward to even more exciting nights of boxing. When things get hot in the ring, our ice products will ensure the fans have the right way to cool down.”

An extension has been agreed between Dorna Sports and BMW ensure the German manufacturer’s position as the Official Car to MotoGP until 2016, health thus prolonging what has been a highly successful and strong partnership since 1999.

 

Major Chinese sports apparel brand, 361° has become a key partner of the World Curling Federation and the Swedish Curling Association, in a deal brokered by Infront Sports & Media.

In their role as Official Media and Marketing Partner of the World Curling Federation (WCF), Infront has secured 361° in a sponsorship and equipment contract, covering the full schedule of international WCF events in the 2010/11 to 2013/14 period.

The Chinese company also becomes Official Partner and Equipment Provider of the Swedish Curling Association. The agreement has been brokered by Infront’s “Gateway to China” service, based in Switzerland.

The contract with 361°, one of China’s top sport apparel brands, includes a wide range of rights over a four-year period with product category exclusivity. The company will be both – Official Equipment Provider and Official Partner, for the international governing body, the World Curling Federation (WCF), as well as for the Swedish Curling Association (SCA).

All Board Members and Staff of the WCF will wear 361° clothing at all World Curling Championship events and during the 2014 Winter Olympic Games in Sochi. The Swedish Curling team will wear 361° apparel at all its major international curling events as well. The 361° logo will be featured on all team clothing.

Jun Ling, Brand Director of 361°, said: “The sport of curling has drastically gained in popularity in China as well as internationally. Our partnership with the WCF and the SCA provide our company with a perfect platform to communicate our brand both domestically and internationally. Given the growing popularity of curling and the strong communication impact of major international curling events including the competitions during the Winter Olympic Games, our brand will highly benefit from this sponsorship commitment. Thanks to its intercontinental approach and network, Infront provided us with an attractive way to enter a new market and position 361° outside China.”

Kate Caithness, President of the World Curling Federation, added: “Once again, Infront’s efforts in streamlining the marketing programme and enhancing the communication value of WCF events for major brands has proved successful. In addition, 361° has – already in the past – proven its commitment to our sport, when it provided the official sportswear of the Chinese Men’s and Women’s Curling teams during the 2010 Olympics in Vancouver.”