Swiss matchmaker Tag Heuer "signed a sponsorship deal with the Chinese Super League." The brand will become the official timekeeper and official watch of the top-tier of Chinese football. The deal will give Tag Heuer "a range of branding rights" and was announced in Beijing at Beijing's National Stadium. In February, Tag Heuer "completed a similar deal" with Major League Soccer in the U.S. (SOCCEREX, 3/2).
TAKING FLIGHT: National Rugby League side Melbourne Storm and Tigerair Australia announced a five-year extension of their partnership, as the club's official airline partner. The extended agreement runs from '16 until the conclusion of the '20 NRL season, extending Tigerair Australia and Melbourne Storm's partnership into an eighth consecutive season. To celebrate the announcement, a Tigerair Australia A320 aircraft was unveiled at Melbourne Airport, re-badged with Melbourne Storm livery. As part of the agreement, the Tigerair logo will retain its position on the lower back of the team playing jersey during the '16 season, with Tigerair's on-field presence to increase during the '17-20 seasons (Melbourne Storm).
BRIEFLY ...
The German Handball Federation (DHB) has signed a new sponsorship deal with sports retail chain Karstadt Sports. The deal, which was brokered by Lagardere Sports, will run until Jan. '18, with an option for another year. The retailer will receive branding at national team games and will be allowed to sell official DHB merchandise in its stores (DHB).
Austrian financial services and real-estate group
Wüstenrot has signed on as the new main sponsor of the
Electronic Sports League Spring Championship '16. Wüstenrot will receive online branding and air 30-second commercials during the livestreams of the eSports competition (
ESL). SPONSORs reported the contract "runs only for four months until May." The deal "has an estimated value in the low six-figure range" (
SPONSORs, 3/2).
The Baku City Circuit announced two-time F1 world champion and current McLaren-Honda driver Fernando Alonso "as the official ambassador for the 2016 Formula 1 Grand Prix of Europe." As part of his role, Alsonso will visit Baku for two days on March 8-9. In doing so, he becomes the first F1 driver to visit Baku, where "he will observe the progress being made on the city's streets as the Baku City Circuit nears completion" (AZERTAG, 3/2).
National Rugby League side Sydney Roosters announced financial services company Infinity Group Australia as a new commercial partner. Infinity Group Australia joins the Roosters as the club's new goal post and corner post sponsor for the next two years, commencing in '16 (Sydney Roosters).
