Poland’s largest online betting company, STS, has become the official bookmaker of Polish football club Podbeskidzie Bielsko-Biała. Podbeskidzie is now "amongst five teams in Poland’s top league, the Ekstraklasa," that are sponsored by STS. The online company also sponsors the Polish national team. The deal runs until the end of the '15-16 season (SOCCEREX, 2/10). ... The Football Federation of Sri Lanka signed a three-year agreement with Japanese sports equipment manufacturer Molten, which will serve as the FFSL's official match ball partner. According to local reports, the deal is worth $45,000 in total over the three years. Molten will supply balls for training purposes "as well as league matches" (SOCCEREX, 2/10). ... Motorsport.com and Puma-owned Branded announced a comprehensive marketing and merchandising agreement that will make Branded an official category partner of Motorstore.com. The partnership is Motorsport.com's first ever in the segment, and Branded's first partnership with a global digital media partner. The new consumer merchandising line will focus on Motorsport.com’s ownership of F1 technical expert Giorgio Piola’s private collection, including over 8,000 drawings, which the company acquired last year (Motorsport.com).
THE RIGHT PATH: BMW announced it will bolster its commitment to Australian Rugby as the naming rights partner of the national elite development pathway, the Pathway to Gold Program. The program includes the BMW Junior Gold Cup, the BMW Australian Schoolboys and the BMW Australian U20 team. The BMW logo will adorn the front of the playing jersey of each team. It is the first time the Pathway to Gold Program has received such a firm commitment from an external partner (Australian Rugby). ... CAA Sports signed English rugby player Owen Farrell "for commercial representation." CAA Sports will work with Farrell’s longtime advisor Andy Clarke of the Sports Office "to create opportunities on behalf of Farrell." Farrell "plays for England and the Premiership side Saracens" (SPORT INDUSTRY, 2/10). ... England Squash renewed its partnership with Dunlop. The deal will see Dunlop extend its status as the governing body's official ball partner for a further three years (England Squash). ... Optometry brand Specsavers has signed a three-year partnership with New Zealand Ruby that sees the brand getting behind New Zealand's Investec Super Rugby referees. All referees with duties at New Zealand Super Rugby matches will don a new strip, and all NZR high performance referees will have regular comprehensive eye examinations at Specsavers as part of their pre-season preparation (All Blacks).
