Amazon Signs Up As Naming Rights Parter For League Of Legends EU Masters, Pringles And WD_Black Also Sponsor Event

League of Legends has announced that Amazon will be the Naming Partner of the European Masters this Summer 2021, and for the year 2022.

Amazon will work with European Masters to create a unified shopping experience for EU Masters fans, and will explore how to make Amazon the go-to e-commerce destination for viewers willing to express their fandom of the tournament and its participating teams. As part of the collaboration, the European Masters will be renamed the Amazon European Masters.

“We are thrilled to welcome Amazon to EU Masters, the home of high level competition between the European Regional Leagues that shine the spotlight on the rising stars across the region”, said Zeynep Gencaga, Senior Manager, Business Development Riot Games Europe & MENA. “We couldn’t be more excited for a global brand like Amazon to be our very first Naming Partner for our European competition.

The announcement marks another milestone for Amazon in the gaming and esports industries, which has previously included working with Riot to give away League of Legends skin shards through Prime Gaming, as well as supporting the development of grassroots university esports competitions throughout the UK and Europe. We’re excited to be working alongside Amazon in esports, and we can’t wait to reveal even more ways our work with Amazon will improve the EU Masters experience for fans.

Pringles and WD_Black Join as Event Partners for Amazon EU Masters

The competition has also revealed an extended partnership with Pringles, along with a brand new sponsorship with Western Digital’s WD_BLACK™ gaming brand for European Masters Summer 2021!

Pringles sponsored the LEC Spring and Summer Finals back in 2020, and we are thrilled to welcome them back for yet another season in partnership. Their return to the LoL EU esports ecosystem marks a great step forward for our relationship with the brand, and that their slogan is true even for us – once you pop, you just can’t stop!

We also welcome a brand new event sponsor, Western Digital’s gaming brand, WD_BLACK™. The WD_BLACK portfolio is a premium storage expansion brand for gamers. The incredible performance of WD_BLACK storage means that competitive gamers can, in their words, “get in fast and take them out faster”, which encapsulates the high-stakes nature of the EU Masters. WD_BLACK is also teaming up with EU Masters Naming Partner Amazon to provide joint experiences for fans – we’ll share more about these experiences in the future!

Andreas Billker, Senior Market Activation Manager at Pringles, says “the Sponsoring of EU Masters is a logical next step in our esports engagement strategy. One Pillar is supporting the grassroot segment and upcoming esports talents.”

“We are thrilled to announce these sponsors, and are proud to be strengthening our relationships with these two brands,” says Zeynep Gencaga, Senior Manager, Business Development and Partnerships Europe and MENA, “It’s great to welcome Pringles back as an Event Partner once again, and we hope this engagement will also build a lasting connection with WD_BLACK brand who come to us fresh this season.”

AC Milan Announces New Partnership With Expo 2020 Dubai

AC Milan is delighted to announce a new partnership with Expo 2020 Dubai that will see the next World Expo become an Official Partner of the Rossoneri.

Expo 2020 will take place from 1 October 2021 to 31 March 2022 and will be the first World Expo to ever be held in the Middle East, Africa and South Asia (MEASA) region. The event is set to be the largest ever staged in the Arab World and will be welcoming more than 200 participants, including 191 countries, providing a platform to foster creativity, innovation and collaboration under the event’s theme “Connecting Minds, Creating the Future.”

AC Milan is committed to utilising the appeal and popularity of its iconic brand, which boasts a fanbase of more than 500 million fans internationally, to amplify the Expo messaging through unique content pieces created with the Rossoneri players and ambassadors of the Club. AC Milan will also be physically present at the event and will bring its heritage and vision to promote the fundamental values of sport and inspire positive change through football.

Through the partnership with Expo 2020, AC Milan aims to strengthen its presence in the Middle East, a key market for the Rossoneri, where the Club has been active for many years. Besides playing in the region in the past, AC Milan also boasts a number of local partnerships, which help the Rossoneri connect with their solid fanbase in the market, including a long-standing partnership with Emirates – an AC Milan partner since 2007 as well as a Premier Partner and Official Airline Partner of Expo 2020.

Casper Stylsvig, Chief Revenue Officer of AC Milan, said, “As a Club based in Milan, a city that hosted the most recent World Expo in 2015, we know that Expo 2020 is a special moment in history that sees the world comes together to unlock its potential.

“That is why it is truly an honour for AC Milan to partner with such an iconic and extraordinary event. Expo 2020 Dubai will remain in history, not just as the first World Expo to be held in the region, but also as an inspiring event that strives to inspire people to build a better world and shape the future.”

Sholto Douglas-Home, Chief Sales & Marcomms Officer, said: “Expo 2020 is delighted to be partnering with a Club as internationally renowned and respected as AC Milan. With its passionate global fanbase and glorious history spanning 122 years, AC Milan has been a pivotal and inventive force in the world of football.

“Expo 2020’s values are very much aligned with those of AC Milan where we share a belief in empowering people to be the best version of themselves – ambitious, tenacious, creative and forward-thinking. We also recognise the unique power of sport to bring together people, communities and nations through collaboration and innovation, and we look forward to working with AC Milan in delivering our Programme for People and Planet.”

RFU & Honda UK Announce Long-term Partnership

The Rugby Football Union (RFU) and Honda UK have announced a multi-year partnership.

The agreement sees Honda become the Performance Partner and Official Vehicle of England Rugby.

The Honda logo will feature on the England Age Grade (U18 and U20) playing and training kits produced by Umbro. The motor company will also become Principal Partner to the England Rugby senior men’s official training centre located at Pennyhill Park, to be named the Honda England Rugby Performance Centre.

“We are delighted to confirm Honda UK as an Official Partner of the RFU and England Rugby,” said RFU Chief Executive, Bill Sweeney.

“Honda is a massive global brand well-known for its innovation and we are certain it will be a great fit for us. Honda’s global brand positioning is enabling ‘the Power of Dreams’ and ‘challenging spirit’ which is synonymous with our own.

“We look forward to working with Honda on what will no doubt be some exciting partnership activations over the next few years.” 

Honda will provide the official vehicle fleet to England Rugby and its employees. There will be a major focus in sustainability in this area with the majority of cars supplied having a degree of electrification.

In addition, there will also be support for community rugby in England, with Honda coming on board as the first ever title partner for the Rugby Grounds Connected programme as well as support for volunteering in the grassroots game through the Honda Volunteer Recognition Programme.

In addition to becoming the Official Automotive Partner to England Rugby, Honda will activate across their Motorcycle, ATV, Lawn and Garden products.

“We are thrilled to announce this exciting new partnership with The Rugby Football Union,” said Rebecca Adamson, Head of Automobile, Honda UK.

“On a brand level, there are huge synergies between Honda and England Rugby and we truly believe it’s a partnership that supports our own philosophy of giving everyone the ‘Power to Dream’ and we’re all very excited to see what the next few years will bring.”

Innovative Partnership Between FIBA And Bitci Set To Elevate Fan Experience

FIBA, the International Basketball Federation, and Bitci have announced an innovative new global partnership for the period 2021-2023. Bitci will serve as a new Global Partner offering innovative products to the global basketball community.

FIBA has identified blockchain technology as a new and unique way for fans to interact and engage with the sport. This technology also aligns perfectly with one of FIBA’s strategic priorities for 2019-2023, which is to enlarge the FIBA family by expanding its partners and embracing new ideas. 

The global partnership will provide Bitci with key commercial rights across all FIBA competitions, including the FIBA Continental Cups for both men and women, FIBA Youth World Cups, the FIBA Women’s Basketball World Cup 2022 and FIBA’s pinnacle event, the FIBA Basketball World Cup in 2023. Specific rights for these events include premium brand visibility on the court and exclusive Presenting Sponsorship Rights for selected FIBA qualifying competitions.

The partnership goes beyond branding elements and will allow Bitci to develop and launch a dedicated FIBA fan token for FIBA’s global fan community. The aim is to provide fans with a voice, giving them the opportunity to vote on various competitions, participate in polls, have access to promotional licensing products, and get special access to tickets and behind the scenes activities.

In addition to the FIBA fan token, both parties will also explore the opportunity to develop specific Non-Fungible Tokens (NFTs), a digital collectible for fans, which will comprise of memorable moments from the FIBA archive. Collecting such special moments securely and exclusively will give fans a unique opportunity to be part of basketball’s history.

Andreas Zagklis, FIBA Secretary General, said: “We are excited to enter this new partnership with Bitci. FIBA is committed to enlarging the basketball family and offering innovative opportunities to our members and fans. We are confident that Bitci will deliver first-class products through the blockchain, with a dedicated FIBA fan token and the joint development of NFTs. Technology is a key driver in basketball and working with Bitci will further enhance our footprint as well as our direct interaction with fans.”

Altan Tan, CEO of Bitci, said: “Bitci is honored to enter into this ground-breaking partnership with FIBA. We have been expanding our partnerships globally this year but partnering with FIBA, the International Basketball Federation, is a game-changer for us. It proves Bitci’s commitment to the world of sports by offering secure services in the blockchain industry. We will work diligently to create a unique FIBA fan token that will have a strong and sustainable value for the fans. The future will prove that FIBA has selected the right partner in the blockchain industry.”

This agreement was brokered by FIBA Marketing, the strategic partnership between FIBA and Infront.

MotoGP Signs New Broadcasting Deals In France With Canal+ And Ziggo Sport In The Netherlands

Dorna Sports is delighted to announce a six-season contract extension with CANAL+ which sees the iconic broadcaster retain the exclusive rights to the FIM MotoGP™ World Championship until 2029.

Every Free Practice, qualifying session and race for each category in the MotoGP™ World Championship will continue to be shown live and exclusively, with a broadcast team of pundits and experts on site at every round. At least two events per season will be shown free-to-air, and fans can also follow the action on myCANAL with live tracking, a choice of OnBoard cameras and multiview options. A dedicated OTT channel on myCANAL ensures fans always have MotoGP™ at their fingertips. 

Since its arrival on CANAL+ in 2019, MotoGP™ has seen audience numbers grow exponentially, with a million people watching the Spanish Grand Prix in May 2021. Spectacular races, breath-taking competition and the incredible success of MotoGP™ World Championship leader Fabio Quartararo (Monster Energy Yamaha MotoGP), as well as compatriot and two-time World Champion Johann Zarco (Pramac Racing), are keeping French fans glued to their seats. 

This six-year contract extension sees the fastest motorcycle racing Championship on Earth remain on CANAL+ as the channel continues to offer subscribers an incomparable selection of the world’s biggest sports and motorsports.

Maxime Saada, Chairman and CEO Canal+: “We are delighted to extend our collaboration with Dorna for another six years of exclusive MotoGP World Championship broadcasting. The appeal of MotoGP is growing consistently for our subscribers, who praise the excellent work of our editorial teams. With the Formula 1 World Championship and WRC, this is another major asset in our sport offering.”

Manel Arroyo, Chief Commercial Officer, Dorna Sports: “We are very proud not only to extend our contract with CANAL+, but to do so for another six seasons, showing the strength of our collaboration. It’s fantastic to see MotoGP enjoy ever-growing success across France and we are delighted to have a partner like CANAL+ providing such top quality coverage. I’m confident that together we can continue giving fans the best experience of MotoGP, as well as welcoming new audiences as the sport goes from strength to strength.”

Dorna signs new deal with Ziggo Sport in the Netherlands

Dorna has also unveiled Ziggo Sport as the new home of MotoGP™ in the Netherlands. A new three-year contract beginning in 2022 will see the channel broadcast all MotoGP™, Moto2™ , Moto3™ and MotoE™ races and qualifying sessions, as well as practice sessions from each Grand Prix class, live and exclusively.

That therefore includes the Dutch TT at the legendary Cathedral of Speed – the TT Circuit Assen – which will be broadcast live on Ziggo Sport and Ziggo Sport Totaal to give fans the best coverage possible of their home Grand Prix. Ziggo Sport will also regularly cover MotoGP™ with studio broadcasts, as well as providing on-site reporting and commentary.

Will Moerer, Director of Ziggo Sport: “MotoGP is a great sport, and a package that many parties are interested in within the sports rights market. We’re therefore very happy that we’ve succeeded in acquiring these rights. Every race weekend brings spectacle, and because it’s always well covered, you, the television viewer, get to experience it all.

“Racing will continue to occupy a prominent place in Ziggo Sport’s programming in the coming years, as well as on our 24-hour channel Ziggo Sport Racing as part of the Ziggo Sport Totaal package. With the Dutch contribution of Rinus van Kalmhout in IndyCar, champions Nyck de Vries and Robin Frijns in Formula E, and hopefully eventually the great Dutch talent Zonta van den Goorbergh in the MotoGP paddock joining Bo Bendsneyder, the motorsport fan will be well served by Ziggo Sport in the coming years.”

Manel Arroyo, Chief Commercial Officer, Dorna Sports: “We are delighted to begin a new partnership in the Netherlands with Ziggo Sport. Ziggo Sport has fantastic experience in creating exciting, high quality motorsport broadcasts for viewers across the country and we are excited to see MotoGP join the network from 2022. The Netherlands is an important country to MotoGP and motorcycle racing, and hosts one of the world’s truly legendary racetracks: the TT Circuit Assen. We very much look forward to working with Ziggo Sport to bring audiences the best experience of our sport, as well as reaching new fans across the Netherlands as the spectacle on track only gets better.”

Xbox Becomes Official Gaming Partner Of The England Football Teams

The Football Association (The FA) has today announced a new partnership with Xbox. Xbox will become the Official Gaming Partner of the England National Teams, across the Lionesses, eLions and the Three Lions, as well as Wembley Stadium connected by EE and St. George’s Park.

The partnership is a celebration of the driving principle of inclusivity in play shared by both Xbox and The FA. Xbox has long championed the importance of gaming being inclusive, accessible and safe for all, while The FA has a continued commitment to ensuring that all football participants in England have a great experience regardless of gender, sexuality, ethnicity, ability, faith or age. This shared vision to welcome all players is expressed in the newly announced partnership’s message: When EverybodyPlays, We All Win.

“At Xbox we strive to remove barriers and to empower people to experience the joy of play: millions of people around the world find common ground and connect through playing games, as they do with football,” said Marcos Waltenberg, Director of Global Xbox Partnerships.

“In The FA we see a tremendous organisation which has the same drive and ambition to empower people as we do at Xbox. Through our partnership we aim to bring further value to the England Football Teams and power the dreams of players and fans everywhere.”

Kathryn Swarbrick, The FA’s Commercial & Marketing Director said, “We are delighted to be partnering with Xbox, a brand that aligns with The FA’s values. Gaming is loved and embraced by fans across the world and we see this partnership as an opportunity to take that relationship to the next level for all of those connected with English football.

“’When Everyone Plays, We All Win’ is a message that rings true of what we strive to achieve at The FA and we hope that our inspirational national teams can bring great value to Xbox.

“As a not-for-profit organisation, commercial partnerships are vital in allowing us to continue to invest millions into all levels of the game, so we thank Xbox for that support.”

The partnership was unveiled before the England Men’s squad’s first training session at St. George’s Park since the summer tournament, and ahead of the qualifying match against Hungary on September 2; it sees Xbox committing to a grassroots gaming campaign with The FA, bringing exciting experiences for football and gaming fans across the nation.

More details of upcoming activities and how fans can get involved with the journey will be announced soon.

New Zealand Rugby Announce Major Global Partnership With Altrad

New Zealand Rugby (NZR) has announced a major partnership with Altrad to become the Official Front of Jersey sponsor to the All Blacks and Black Ferns from 2022.

Altrad, a world leader in the provision of industrial services and the manufacturing of equipment for the construction markets, has agreed to a six-year partnership which also includes NZR’s four other Teams in Black – the All Blacks Sevens, Black Ferns Sevens, Māori All Blacks and the New Zealand U20s.

The length of the partnership is testament to Altrad’s enduring passion for rugby which includes its ownership of Montpellier Hérault Rugby Club (MHR) and being the Major Sponsor of the French National Rugby Teams. Altrad sees its partnership with NZR as an opportunity to make a positive impact across both rugby and society on a global scale.

NZR Chief Executive, Mark Robinson said:

“In creating this partnership, we have recognised Altrad’s founding principles of courage, respect, solidarity, conviviality and humility as truly relevant to our game – and with the support of their international footprint, we will continue to build our global legacy in rugby. We are excited by the opportunity for both parties to deepen connections with communities by providing All Blacks clinics to children and young people, and leadership learnings around the world. We are incredibly proud to have agreed to this partnership and look forward to getting underway next year.”

Mohed Altrad, Founder and President of Altrad, added:

“Rugby upholds the values that I have always defended in my life. New Zealand Rugby is the embodiment of these values on and off the pitch. With our parallel journeys from indigenous roots to international success, the partnership between Altrad and NZR is a natural next step in our pathways.  The power of rugby to connect people and inspire communities cannot be understated and is an area we will champion through our relationship with NZR. Altrad is proud to begin its long-term partnership and start writing a defining legacy in the sport alongside the Teams in Black.”

Kenda Cocksedge, Senior Black Ferns player said: “We’re looking forward to having Altrad as part of the Black Ferns family. They are going to help us connect with communities around the world and any opportunity we get to motivate people to get involved in our game is something we really love.”

With its headquarters in France, Altrad provides products and services in more than 100 countries and employs about 40,000 people. It has a rich heritage of cultural diversity through its international footprint.

International Swimming League To Live Stream All Season 3 Matches At ISL.Global

The International Swimming League is pleased to announce that it will live stream all matches of ISL Season 3 on its OTT platform at ISL.Global.

The official digital home of the ISL will deliver live streaming, highlights, behind-the-scenes, and news coverage of the entire season for swim fans worldwide.

Subscriptions to watch all the action are available here.

ISL Season 3 is also being broadcast in countries and territories around the world on rights-holding broadcasters’ linear and digital channels – including CBS and CBS Sports Network’s exclusive live coverage of select competitions in the United States.

Inaugural ISL Champions Energy Standard will compete against Aqua Centurions, DC Trident and Toronto Titans in the opening match of the ISL Regular Season in Naples, Italy, on August 26 and 27 at 20:00-22:00 CET (14:00-16:00 ET, 11:00-13:00 PT, 03:00-05:00 JST) both days.

The second match will feature defending champions Cali Condors, LA Current, Tokyo Frog Kings and New York Breakers on August 28 and 29 at 18:00-20:00 CET (12:00-14:00 ET, 09:00-11:00 PT, 01:00-03:00 JST) both days.

London Roar and Team Iron enter the fray in the third match on 2-3 September at 20:00-22:00 CET  (14:00-16:00 ET, 11:00-13:00 PT, 03:00-05:00 JST) against Energy Standard and New York Breakers.

The match schedule for the ISL Season 3 Regular Season, Play-Offs and Grand Final including dates, times, competing clubs is available on the ISL.Global homepage.

AstroPay Announces New Premier League Partnership With Wolverhampton Wanderers

AstroPay, the global leader in online payment solutions, is pleased to announce a new partnership within The Premier League, the top level of English football, with Wolverhampton Wanderers F.C. (Wolves).

The partnership provides global brand visibility and AstroPay profile raising among sport fans around the world. AstroPay will not only be visible on the pitch-side LED advertising at the Premier League matches, but the brand will activate with a suite of partnership rights.

The partnership complements AstroPay’s recent announcement to re-energise its sponsorship deal with Burnley Football Club, which saw it become the Clarets’ official payment solutions partner and sleeve sponsor for the 2021/22 season.

Mikael Lijtenstein, CEO of AstroPay, said: “Like many UK and international football fans, we are excited to start the new season of the world’s most watched football league. The English Premier League has always been very competitive, popular, and global, which sees brands using the event as the perfect vehicle for driving brand awareness, interest and revenue.

“We are thrilled to begin our new partnership with Wolves. They’re an ambitious club with an exciting development and it matches the global spirit of AstroPay.”

Wolves’ general manager for marketing and commercial growth, Russell Jones, said: “We are excited to work alongside AstroPay as we welcome them into our pack ahead of what promises to be a really exciting new Premier League season.”

Manscaped™ And San Francisco 49ers Level-Up Partnership Ahead Of 2021-2022 NFL Season

Manscaped™, the global grooming company and leading men’s lifestyle brand, and the world-renowned San Francisco 49ers have been working on something special during the off-season. The two inherently bold brands leveled up their multi-year marketing partnership with a wildly innovative installation at Levi’s Stadium, the acclaimed home of the Niners and a venue that is welcoming back guests this NFL season.

As the “Official Below-the-Waist Grooming Partner” of the football champs, Manscaped couldn’t have picked a better spot for an advertising overhaul than in the stadium’s many restrooms – the domain of hygiene and personal care.

“Our team can’t wait to debut our latest advertising campaign at Levi’s Stadium. We’re fortunate to have such a remarkable partner that embraces the effectively entertaining brand messaging behind our marketing plays,” said Joey Kovac, VP of Marketing at Manscaped.

“While we execute out-of-home installations often, the restroom rebrand at Levi’s Stadium in partnership with the 49ers is on another level. What a phenomenal place to showcase our creative team’s visual representation of our brand mission, aesthetic, and this cherished partnership.”

“Our relationship with Manscaped thrives because we both appreciate creative marketing and branding,” said 49ers Chief Marketing Officer, Alex Chang. “We are excited about our latest activation with Manscaped, which is a fun expression of their unique brand. We’re appreciative of them and all of our partners who are committed to enhancing the Faithful’s experience both inside and outside of Levi’s Stadium.”

In an effort to uniquely showcase the lifestyle brand’s ethos and promote good male hygiene, Manscaped’s unmatched creative talent designed a takeover of attention-grabbing and perfectly comedic signage that is now displayed in several men’s restrooms throughout Levi’s Stadium. A series of wall posters are positioned above over 250 urinals, as well as large scale wall signage at the entrance and exit of the restrooms’ interiors.

The concept? An enthusiastic and seemingly stern football referee calling out an important area of concern: grooming violations. Text overlays of original catchphrases accompany the captivating stills; think: “Holding. The wrong trimmer.”; “Offensive patch interference.”; “Too many hairs on the field.”; and “Delay of groom.”

The intersection of 49ers football and Manscaped’s brand values, captured seamlessly in this in-stadium activation, will be available for viewing pleasure beginning on Sunday, August 29th at the 49ers’ final preseason game. Battling Bay Area transplants, the Las Vegas Raiders, the Niners will welcome a swarm of local football fanatics eager to take in the fight on the field and long-awaited gameday environment. “As always, we aim to enhance the fan experience and are excited to see their reception of the display at Levi’s Stadium,” Joey concluded.