Stella Artois "is serving up a flurry of content to celebrate becoming the Wimbledon tennis championship’s first beer sponsor." The deal with the All England Lawn Tennis Club runs until '18 and sees the brand "bolster its presence in the sport" after it ended a six-year absence in '13 with a Paribas Tennis Classic tie-up (MARKETING WEEK, 5/12). ... Canterbury Christ Church University will be the sponsor of the Kent County Cricket Club's '14 women's team (Kent Cricket). ... Scottish Premiership side Inverness has agreed to a six-figure shirt sponsorship deal with U.S.-restaurant chain Subway beginning with the '14-15 season (Inverness). ... China-based Huawei Technologies has "signed a one-year sponsorship deal" with the Ghana FA to sponsor the national team at this year's World Cup. The agreement, worth $100,000 in cash and products, "makes the Chinese company the Information Technology partner of Ghana" (IANS, 5/13). ... Rugby Players' Association has named int'l services consultancy Rhead Group as its title sponsor of the England Player of the Year Award to be presented at this year's RPA Computacenter Players' Awards (RPA). ... Int'l Paralympic Athletics and Allianz have agreed to a one-year sponsorship deal. Allianz will support three IPC Athletics Grand Prix events this year and August's European Championships as part of the deal (IPC).
SETTING SAIL: The Royal Hong Kong Yacht Club has announced that Audi has been appointed as the club’s automobile partner through May '16. Audi has been named the title sponsor of the club’s China Coast Race Week '14-15, including the annual China Coast Regatta, the inaugural Hong Kong Kettle, the Hong Kong to Hainan Race (2014) and the Hong Kong to Vietnam Race (2015) (Royal Hong Kong Yacht Club).
IN GERMANY: Adidas "has renewed its kit deal" with second Bundesliga club FC Ingolstadt. The new contract runs through June '19. No financial terms "were released" (SOCCEREX, 5/13). ... Bundesliga club TSG Hoffenheim has extended its premium partnership with betting provider Tipico for another year. The company has been the club's official sports betting provider since '10 (TSG Hoffenheim).
