In 2010 sports performance-wear brand Under Armour’s commitments to endorsements and sponsorships more than doubled in the year that they signed a new deal with the National Football League (NFL), health according to the company’s 10-K annual report filed with federal regulators yesterday, February 24.

The company’s sponsorship obligations totaled US$167m at the end of last year, a sharp jump from $78m in 2009, the two years’ 10-Ks show.

As of 2011, Under Armour becomes an official supplier of gloves to the NFL and combine training apparel beginning in the following year. It is already an official presenter of the NFL combine and has the rights to outfit players on-field with its cleats.

The NFL has not exercised any of the warrants it received in 2006 as part of the league’s original deal with the company, according to the annual report.

A multi-year sponsorship renewal has been agreed, ensuring Safety-Kleen Systems, Inc. continues as an official partner of Nascar.

The official partnership between Safety-Kleen and Nascar has lasted since 2004, providing on-site trackside support with its Nascar performance cleaning products, as well as oil recycling and re-refining services to more than 200 Nascar-sanctioned races each year.

However, the company’s involvement in the sport goes back until 1987, appearing at racetracks collecting used oil. In the last year Safety-Kleen collected and re-refined approximately 185,000 gallons of Nascar oil at tracks and team shops. Overall, Safety-Kleen services more than 145 professional race teams and 65 tracks across North America.

Eric Zimmer, executive vice president of sales and service for Safety-Kleen, stated: “We’re proud to be an official partner of Nascar and excited to help them continue their leadership role in protecting the environment and making auto racing green.”

Jim O’Connell, chief sales officer and vice president of corporate marketing for Nascar, praised Safety-Kleen for its commitment as a “Nascar partner that is doing good by helping the environment” and noted that “everyone in the Nascar community owes Safety-Kleen a debt of gratitude for helping to keep our sport green.”

Indian Premier League (IPL) franchise, the Delhi Daredevils have secured the primary sponsorship of the Muthoot Group, in a deal brokered by Creatigies Communications.

Under the terms of the agreement, the Muthoot Group, a 113-year-old conglomerate active in a wide range of financial service sectors, will be entitled to branding on the front of the Daredevils’ matchday shirt and a range of other promotional opportunities.

The deal is believed to be a long term agreement, despite financial details not being disclosed. The Muthoot Group will replace outgoing sponsor Hero Honda.

Delhi Daredevils chief operating officer Amrit Mathur said: “We are indeed delighted that the Muthoot Group is coming on board as the main team sponsor of the Delhi Daredevils. We’ve had a great association with The Muthoot Group and we believe this to be an ideal long-term partner for Delhi Daredevils.”

Alexander George Muthoot, a director of the Muthoot Group, added: “IPL is by far the biggest sporting spectacle in India and has got bigger and better each year. Last year, The Muthoot Group was associated with the Delhi Daredevils and we are happy to continue this partnership for the coming years too.”

Creatigies Communications founder and managing director Navrose D Dhondy said: “Last year, Muthoot sampled the IPL and the Daredevils, and this time went for the main course. Muthoot has valued the relationship with Daredevils and invested in the association to ensure greater value to both sides.”

According to SportsBusiness Journal, leading sporting apparel brand Nike is close to finalising an extension of its sponsorship with the United States Olympic Committee (USOC).

The reports suggest that the deal would guarantee Nike the exclusivity to continue to outfit Team USA athletes on the podium through until at least 2016, extending the brand’s position as the official outfitter of Team USA.

Under the terms of the deal, Nike would provide the podium uniforms worn during medal ceremonies at the 2014 Sochi Winter Games and 2016 Rio de Janeiro Summer Olympics. Additionally Nike will have access to U.S. Olympic marks and graphics for use in advertising and marketing and for display on its other brands such as Converse.

Although terms of the deal were not available, sources indicate that it is “a modest increase” over the previous deal, which was valued at close to US$15m over four years and “was a mix of cash and product.”

The renewal  would be first the USOC has completed for the 2013-16 quadrennial and gives the organization some early momentum as it looks to extend partnerships with more than a half-dozen key partners before the 2012 London Games.

Nike has made Team USA-branded hats, shirts and jackets for every Olympics since the 2006 Turin Games and also sponsors 10 U.S. national governing bodies, including USA Basketball, USA Hockey, U.S. Soccer and USA Track & Field.

A record breaking deal has been reached between the National Hockey League (NHL), for its most lucrative sponsorship agreement in the league’s history, with alcoholic beverage company Molson Coors in Canada and MillerCoors in the United States to make Molson Canadian its official beer.

The deal will span over the course of the next seven years, from the 1st July in time for the start of the 2011/12 season, and will also involve the Coors Light brand in both countries. Molson Canadian will also retain official beer status for key events such as the showpiece outdoor games – the NHL Winter Classic and Heritage Classic – and the NHL All-Star game, and will be able to base promotional activities around the season-ending Stanley Cup. The sponsorship will be promoted across all NHL media platforms.

A reported agreement was reached over the course of the deal for MillerCoors and Molson Coors to pay around US$375m, in order to replace Anheuser-Busch in the US and Labatt in Canada respectively. According to Buffalo Business First, this includes $100m in rights fees, with similar amounts to be spent on activation and media buys with rights holders and franchises.

NHL chief operating officer John Collins hailed the deal as “groundbreaking” for the league, adding: “Molson Canadian is an iconic brand with a rich hockey heritage and Coors Light has a track record of connecting with sports fans in innovative and effective ways. The combination of unprecedented support of our clubs and TV rightsholders with activation across the NHL’s comprehensive portfolio of marketing and media assets will create great opportunities for both brands.”

Molson Coors Canada president and chief executive Dave Perkins stated: “Molson Canadian is synonymous with the game of hockey and was the brand that helped build the tradition of ‘Hockey Night’ across Canada. Partnering with the NHL reinforces Molson Canadian’s ‘Made from Canada’ brand position, and also reflects our company’s desire to help Canadians connect over shared passions and great beer.”

The executive vice president and chief marketing officer at MillerCoors, Andy England added: “Molson Canadian has a long history of supporting hockey at all levels and will use this platform to build momentum in the States, especially in its core markets where hockey already has a stronghold with fans. And Coors Light, the brand that’s all about ‘cold refreshment,’ will use the NHL partnership to strengthen its presence in NHL markets, especially in regions such as the Northeast and Great Lakes.”

Subsidary of Hyundai Heavy Industries Group, Hyundai Oilbank has agreed to become title sponsors of South Korea’s top-flight soccer league, the K-League, replacing another relation of the multinational South Korean conglomerate, the Hyundai Motor Company.

As of the new season, the league will be officially known as the Hyundai Oilbank K-League 2011, with the title sponsors also holding branding rights for pitchside advertising hoardings at K-League stadiums. Additionally Hyundai Oilbank will be afforded various promotional and public relations opportunities on and off the pitch.

Kwon Oh-Gap, chief executive of Hyundai Oilbank, stated: “Although the amount of the sponsorship is not disclosed it will naturally become known at some point. I’m confident that my company will benefit from the partnership, probably ten times as much as the initial investment.”

The Yonhap News quoted a Hyundai Oilbank official saying: “We’re pleased to be the title sponsor for the K-League, which will make a fresh start in 2011. We will try and help football grow more popular and also raise our brand recognition through marketing.”

Investec, an international specialist bank and asset manager, has extended its partnership with Epsom Downs beyond the Derby to include sponsorship of the racecourse’s Spring Meeting for the next three years.

Investec sponsored the Derby at Epsom for the first time in 2010, held over the first weekend in June, and has now added the entirety of the Spring Meeting on 20th April to its sponsorship portfolio.

The financial services firm will sponsor the entire day’s race card which features the first of the official Derby Trials, which Investec also lent its name to last year. 

Chairman of Epsom Downs, Anthony Cane said: ‘We are thrilled that Investec have agreed to continue their sponsorship of the Spring Meeting for the next three years. We work together in a true spirit of partnership – this agreement allows us to further build this relationship through our annual launch six weeks before the Derby Festival’.

Major League Baseball (MLB) franchise Atlanta Braves have signed a first-of-a-kind naming rights deal with air carrier Delta Air Lines which will see the world’s second largest airline, receive branding on the parking lot closest to the Braves’ ballpark, Turner Field.

The partnership will last for three-years and under the terms of the deal, Atlanta-based Delta will re-brand the old Green Lot, just north of the stadium, home to the franchise since 1997, as the Delta Medallion Lot. A Delta Air Line marquee along with banners featuring Delta’s logo will be erected, differentiating the lot from the other colour coded parking lots around Turner Field. Additionally, the airline will have widespread branding inside Turner Field.

Derek Schiller, the Braves’ executive vice president of sales and marketing, stated: “It’s a great way to differentiate one of the best lots we have.”

Although financial details of the deal have not been officially disclosed, well-placed industry sources estimate the sponsorship to be worth around US$250,000 to $300,000.

The sponsorship deal has been agreed to coincide with a promotion of Delta’s SkyMiles frequent-flyer programme. The Medallion lot’s 600 parking spaces will be reserved for Delta Air Lines customers who have accumulated up to 25,000 frequent-flier miles in a year.

Customers who qualify to park in the Medallion lot will pay a parking fee of US$830 for a season pass, which works out to an average of US$10 per game over the course of the MLB season.

Pharmaceutical Laboratory group Zydus have expanded their deal with Super League Rugby club the Catalan Dragons, becoming one of the lead sponsors of the side after previously being one of 19 second tier corporate sponsors of the club.

The Dragons will wear the pharmaceutical laboratory group’s logo on the front of their jerseys for home matches in the 2011 Engage Super League season.

Zydus France chairman Karl Parance spoke of the deal: “The ongoing relations that we have with your vice president and pharmacist Philippe Arcens reinforce our desire to be on the side of pharmacy and to support local events. Finally we are hoping for a beautiful rugby season for the Catalan Dragons and the sharing of powerful events on the pitch.”

Catalan Dragons managing director Christophe Jouffret added: “Putting in place of this financial arrangement makes them our principal sponsor for all our home matches. Well aware of the positive spinoffs from this win/win partnership, we will endeavour to wear the colours of Zydus with pride and to present their image in our future victories.”

The 2011 International Cricket Council World Cup is proving to be a money spinner for the Royal Netherlands Cricket Board (KNCB) with as many as seven sponsors having coming on board. KNCB had recently signed-up Amul as the main sponsor for Amul Butter brand.

The new sponsors who have joined the list include Optiver (Associate Sponsor of the Netherlands Team at the 2011 Cricket World Cup), prostate Albion (Helmet Sponsor), cheap Kyboe Watches (Players and Officials Time-pieces), adiposity De Stilo Footwear (Players and Officials Footwear), Players and Escher / MAC Jeans (Officials Clothing Apparel), Corus TATA (Event and Hosting India), Surridge (Match play and Training Kit & Clothing Partner).

Richard Cox, KNCB CEO, stated: “The Cricket World Cup is the third largest Sports event in the world and as such commands detailed planning and support for the players and coaching staff. It has been our stated intention all along to ensure the best possible environment for our squad and therefore essential to maximise the corporate opportunities that exist around an event of this size. By engaging with so many brand partners and establishing world class links which will hopefully last for many years we have provided just that environment.

“I would like to thank them all for their support to the team as we look forward to witnessing the team’s achievements at the World Cup but would make particular mention of Optiver as the newest and largest off-field sponsor for the event.  Their presence with us throughout the World Cup will be featured as part of the launch of the new KNCB website set for Monday 21st February just 24 hours before the big game against our old foes England.”

Chris Sketchley from Albion commented: “Albion sports is proud to be supporting the Dutch national cricket team, and in particular during their participation in the ICC Cricket World Cup. Team members are wearing individually fitted helmets to ensure not only the best possible level of comfort and performance, but also to provide the highest level of protection should it be called upon.

“Albion Sports extends this personalised service to other elite teams it directly supports, and in doing so is ensuring future innovations and product enhancements benefit cricketers of all levels around the world as a direct result of insights and feedback provided by elite players. We wish the team every success during the 2011 CWC tournament.”

Rashid Shah of Optiver added: “We have been long time supporters of Cricket in the Netherlands at previous ICC World Events and once again we are looking forward to being associated with the team in Asia as well as featured back here in our home country which is a true reflection of our worldwide brand.”