Liverpool's Daniel Sturridge is hoping to send supermarket shoppers "Sturr Crazy" with a new range of cooking sauces inspired by his family's Jamaican roots. He wants to share the "culinary talents" of his mother, Grace, and is set to launch his own "Sturr Crazy" range of sauces on his website. The popularity of his mother's cooking at their annual summer party "has convinced the England ace that demand for her famous dishes went beyond just his family." The range "will be hitting the shelves of supermarkets in the not too distant future." Sturridge: "The annual Sturridge family summer party has become a real fixture and from the reaction of guests tasting mum's Sturr Crazy sauces for the first time, it soon became clear, it wasn't just me who thought they were amazing" (London DAILY MAIL, 3/1).
BROTHER UK BACKING CYCLING: Brother UK has been confirmed as the official results, printing and imaging partner for three cycling events in the U.K. this year. The company is supporting a mix of multi-stage and city center racing through the Pearl Izumi Tour Series, the Aviva Women's Tour and the Tour of Britain. As well as imaging and printing facilities for race organizer SweetSpot, Brother will support the mass participation events using its two neutral service vehicles, giving participants similar assistance to that experienced by professional teams (SPORT INDUSTRY GROUP, 3/1).
CRICKET TEAM ADDS SPONSOR: Gloucestershire County Cricket’s T20 team named BNS Management Services a new sponsor. BNS will be the new name on the back of T20 shirts at the club for the '16 and '17 seasons. The Bristol-based company, which manages hundreds of properties across the South West, said that Gloucestershire’s T20 team, as well as the club’s focus on developing young cricketers, attracted it to become a new sponsor this year, with a deal that includes shirt, player and ground sponsorship (STROUD NEWS & JOURNAL, 3/1).
EDINBURGH GIN SIGNS £10,000 DEAL: Edinburgh Gin secured a £10,000 ($14,000) deal to become the official sponsor of Musselburgh Racecourse, situated in the Scottish capital. The partnership comes following last year’s Edinburgh Cup, which witnessed 14,000 measures of gin consumed over the course of the event. As the main sponsor, Edinburgh Gin will commandeer the Edinburgh Cup Club offering an "extensive" gin-based drinks menu (THE SPIRITS BUSINESS, 3/1).
BRIEFLY ...
Belgian cycling team Soudal announced it will be known as Lotto Fix ALL and race in gray and white colors instead of its usual red and white at this year’s Paris-Nice, to promote the adhesive brand that is part of the Soudal company. Clothing sponsor Vermarc will supply the team with special Lotto Fix ALL clothing. Lazer will do the same with special helmets and Ridley will give the riders’ bikes special colors for Paris-Nice (CYCLING NEWS, 3/1).
Kenyan football club AFC Leopards will on Wednesday unveil betting firm SportPesa as its official sponsor. The club signed a five-year deal with SportPesa that will begin in '16 (GOAL, 3/1).
Australian Football League side
North Melbourne signed energy retailer
Powershop as its official membership partner for the next three years. Powershop will be featured on all membership collateral and provide deals to North Melbourne fans (
North Melbourne).
La Liga side Real Betis "presented a new shirt with a distinct detail for a good cause." The club will wear a shirt featuring green and pink -- instead of white -- stripes on Sunday against Granada in honor of Int'l Women's Day next Tuesday (SUPERDEPORTE, 3/1).
Nissan Middle East confirmed its title sponsorship of the Ha’il Int'l Rally, Saudi Arabia’s premier motor sporting event, for the second successive year. The FIA-sanctioned event will run under the auspices of the Saudi Arabian Motor Federation for an 11th time from March 9-14 (GULF TIMES, 2/29).
HIGH5 will be the official nutrition partner to this year's Cycling Weekly/Adventure Cross Series (CYCLING WEEKLY, 3/1).
TAFE Queensland signed on as an official training partner of the 2018 Gold Coast Commonwealth Games. TAFE Queensland will deliver practical training to thousands of volunteers and support the delivery of the biggest sporting event in Australia this decade (TAFE Queensland).
Müller Yogurt & Desserts is introducing a new range of limited-edition flavors this year to mark its status as official partner of Team GB and Team Ireland for the Rio 2016 Olympics. The new editions will cover its Müller Corner, Müllerlight and Müller Rice ranges (KAM CITY, 3/1).
