CONCACAF said that North American soda brand Jarritos and its parent company
Novamex will sponsor the CONCACAF Gold Cup 2015 as the tournament's
official soda. This is the first time Jarritos, which also backs local and youth football initiatives across the country, has sponsored a CONCACAF event (JAMAICA OBSERVER, 6/10). ... U.S. OTT broadband TV service YipTV announced that it signed Pelé to an exclusive contract as its first worldwide brand ambassador. Under terms of the multi-year agreement with Pelé, YipTV will use his name and image -- both still and video -- in promotional materials online at its own website, in advertising and other endorsement activities and social media interactions (YipTV). ... Lotto Hessen, a regional lottery in Germany, has reportedly "increased its sponsorship" of Bundesliga side SV Darmstadt. The state-owned gaming company will "step up to become a second-level premium sponsor" of the newly promoted club next season. Lotto Hessen was previously a fourth-level sponsor of the team, which secured promotion to Germany’s topflight by finishing second in the 2nd Bundesliga last term (SOCCEREX, 6/11). ... The Italian Football Federation (FIGC) has named Italian sparkling water company Acqua Lete as a new premium sponsor in a four-year deal. Acqua Lete will "join with the federation to work on co-marketing activities, including social media initiatives, for the Italian national men’s, women’s and youth teams" (SOCCEREX, 6/11). ... Nike has contacted agencies about its communications requirements around the Euro 2016 tournament. Ahead of the competition, which will take place in France next summer, Nike has "opened talks with shops about developing a digital experience that will engage football fans" (CAMPAIGN LIVE, 6/11). ... Arsenal's new home shirt has "again been seen on social media, with the new picture the clearest of the leaks so far." Shirt supplier Puma is set to unveil the shirt on Monday at an event in central London, "but the new kit has been seen multiple times in the build up to the event" (London INDEPENDENT, 6/10).
