The Bundesliga Stiftung (Foundation) and the Deutsche Sporthilfe (German Athletes Support Foundation) have expanded their partnership. Starting in July, the Bundesliga will take over the financial support of all 150 athletes that have been inducted into the youth elite group of the Deutschen Sporthilfe. The financial support of the Bundesliga Stiftung has an annual value of €600,000 ($777,000) (Bundesliga). ... FIBA and the Spanish Basketball Federation (FEB) announced that telecom company Vodafone has signed on to be a national supporter of the 2014 FIBA Basketball World Cup. As part of the agreement, Vodafone will serve as a sponsor of FEB and of the Spanish National Basketball Team as well as a technology partner (FIBA). ... Turkish Airlines was announced as the title sponsor of the European Tour's new $7M event in Turkey from Nov. 7-10 (Turkish Airlines). ... Panasonic has been named the Sochi 2014 official supplier in the home appliances category. Panasonic will provide a range of household applications for everybody involved in the Games. This includes kettles, coffee-machines, microwave ovens, irons, refrigerators, washing machines and thermo pots (Sochi 2014).
FOOTBALL SPONSORSHIPS: EPL club Southampton announced that adidas will become its official technical supplier starting this summer. The club will enter into a long-term partnership that will see adidas produce the team kit, replica kit, training wear, leisurewear and equipment. Southampton's deal with Umbro expires this summer (Southampton). ... Real Madrid and online gambling company bwin Wednesday confirmed they are in the final stages of extending their longstanding relationship, which will see bwin become Real Madrid’s official digital partner in a new multi-year deal. The new partnership will follow the completion of bwin’s six-year shirt sponsorship concluding at the end of the '12-13 season. The agreement will position bwin at the center of Real Madrid's promotional activities and includes the integration of the bwin brand into Real’s website, social media and mobile apps, the creation of co-branded gaming products and matchday perimeter board signage (Real Madrid).
