Marketplace Roundup: Bulgarian Football Side Levski Sofia Signs Kit Deal With Joma

Bulgarian football side Levski Sofia is "switching its kit sponsor" from Puma to Spanish brand Joma for the "start of its centenary season." The contract "is not yet signed, but it will be for a period of two years, with an option to extend" for another two years. Levski "declined to announce financial details of the deal" (INSIDE WORLD FOOTBALL, 3/20). ... Construction and agricultural machinery manufacturer JCB has announced that it will sponsor the Triumph Hurdle at Cheltenham Racecourse for a "further six years." JCB has sponsored the race since '02 (SKY SPORTS, 3/19). ... Former cricketer Sachin Tendulkar is "likely to be the face of IMG-Reliance's ambitious Indian Soccer League." Talks are "underway to get the country's biggest sporting icon to endorse the cash-rich football league which is scheduled to be played" from Sept.-Nov. Tendulkar is "also rumoured to be part of the Indian franchise" of the Int'l Premier Tennis League (MUMBAI MIRROR, 3/20).