Müller Rice and the NBA announced a partnership for the NBA Global Games London 2016 when the Orlando Magic play the Toronto Raptors at the O2 Arena in London on Jan. 14. Müller consumers will have the opportunity to win tickets through a range of social media promotions, with the brand also participating in a variety of in-arena and concourse activities. Tasty B, the rapping grizzly bear made famous by the Müller rice ads, will also form part of the activations (Müller Rice). ... Football League side Rotherham United announced an extension of its deal with Norton Finance that will see the company remain an associate partner of the club until at least the end of the '16-17 season (Rotherham United). ... French specialty car-part company Oscaro will sponsor professional cycling team Fortuneo-Vital Concept during the ’16 season. Already involved in football and motorsports, this is the first cycling sponsorship for the company. The Oscaro logo will be featured on the sides and sleeves of the cyclists (Team Oscaro). ... Automotive group Cycle & Carriage announced it will provide a fleet of 78 vehicles to ferry dignitaries, officials and guests during the 8th Asean Para Games from Dec. 3-9 (STRAITS TIMES, 11/2). ... Chicago-based information technology company Azur Global signed on as the official IT partner of Cricket All-Stars through the company's Azur Foundation. Cricket All-Stars is a three-game series in N.Y., Houston and L.A. featuring a lineup of top cricketers from around the world. As a Cricket All-Stars partner, Azur Global will have a strong presence at the three matches as well as informative PSA spots to promote AutismZero (Cricket All-Stars). ... European Professional Club Rugby announced on Wednesday that Turkish Airlines will become an official partner of the European Rugby Champions Cup and Challenge Cup. The agreement will run for three years until the end of the '17-18 season (EPC Rugby). ... Premiership side Leicester Tigers "secured a new partnership with Fischer Future Heat." The company's logo "will feature on the number patch on the back of the club's shirts." The company will also be "added to the perimeter of the pitch at the Tigers' Welford Road stadium" (ISPORTCONNECT, 11/4).
