Coca-Cola-owned beverage company Arca Continental, the second-largest bottler in Latin America, and Liga MX club Santos Laguna announced that Arca Continental will return to sponsor the club in a three-year deal. The agreement includes an option to extend the partnership after the first three years (Santos Laguna). ... Coors Light partnered with Univision Deportes as the official beer sponsor of the Campeon de Campeones and SuperCopa championships (Coors). ... Online bookmaker Betway renewed its sponsorship of the Weekend Sports Breakfast show on talkSPORT. The deal sees Betway remain the official betting partner of the program hosted by Georgie Bingham and Micky Quinn until July '16 (Betway). ... The Int'l Swimming Federation (FINA) and electrical appliance manufacturer Midea entered the second year of a partnership for the FINA World Championships, FINA World Swimming Championships (25m) and the World Record Program, which started in '10 and was renewed in '14 (FINA). ... EPL side Sunderland announced a new partnership with Betfair, which becomes the club's official U.K. betting partner. Betfair will use the club's platforms to connect with fans in the U.K. and will appear on the club's LED screens and interview backdrops (Sunderland). ... The Italian Football Federation (FIGC) announced that Eurovita Insurance will sponsor top-level referees in Italian football for the next two seasons. As part of the deal, officials refereeing games in Serie A, B and Lega Pro -- the top three tiers -- will sport the company's branding on their shirt sleeves. Reports in Italy say the FIGC will receive $1.3M per year under the terms of the deal (SOCCEREX, 7/17). ... State-owned Polish power company PGE has become the "chief sponsor" of the National Stadium in Warsaw. The stadium will now officially go by the name of PGE National (PGE Narodowy). It is currently managed by the PL.2012 + company (THE NEWS, 7/16). ... Kunkel SAS “has stepped up its partnership with French side Stade Malherbe Caen in a new three-year deal.” The Kunkel SAS logo will be featured “on the top-right shoulder of SM Caen’s match jerseys.” The new agreement is valid until the & rsquo;17-18 season (SOCCEREX, 7/17). ... DHLhas signed a new three-year partnership with the MotoGP World Championship. The partnership will see DHL support the logistics needs of the MotoGP World Championship and its support classes, Moto2 and Moto3. Alongside the logistics activities, the partnership will also include marketing opportunities as well (MotoGP). ... HSBC has renewed its agreement as a Patron of the Open Championship and will continue as the official banking partner of the event.
The new five-year agreement was announced at the 144th Open at St. Andrews (HSBC). ... EPL side Sunderland AFC has signed a new partnership with Betfair to become the club’s official U.K. betting partner.
The relationship will see Betfair use the club’s platforms and will appear on the club’s LED screens and interview backdrops (Sunderland). ... Liverpool announced Marathonbet will be joining the club's suite of regional betting brands, signing a three-year deal.
This three-year deal will see Marathonbet, who join 188BET and Comeon! as regional betting partners, tapping into Liverpool's wide-ranging fanbase through stadium branding at Anfield, access to first-team players and club legends, and further exposure through Liverpool's digital platforms (Liverpool). ... Serie A side Sampdoria unveiled its new strip for '15-16, including a "microchip that plays a chant from the squad encouraging fans."
The bizarre new gadget "will be on a limited number of jerseys sold to the supporters."
By pressing the club badge, a microchip "will play a recording of a chant made by the squad at the Stadio Luigi Ferraris" (FOOTBALL ITALIA, 7/17).
