Luxury brand Michael Kors announced a new partnership with McLaren-Honda, becoming the official partner of the Formula 1 team. The partnership aims to amplify both brands' embodiment of a fast, jet-set lifestyle. As the team’s official lifestyle partner, Michael Kors branding will be featured on both the driver overalls and the McLaren-Honda MP4-31 car. To celebrate the launch of the partnership, Michael Kors has created a limited-edition men’s leather jacket. The 50 specially-produced black leather jackets will be sold exclusively on the men’s floor of the new Michael Kors London flagship store. The jackets feature both the Michael Kors and McLaren logos, as well as a limited-edition plaque with each piece’s unique production number (Michael Kors).
STILL GOING STRONG: Australian Football League side Adelaide and Toyota Australia announced an extension to their longstanding partnership until at least the end of the '19 AFL season. The three-year renewal of the major partnership agreement between the car brand and the Crows is one of the largest in AFL history. It also brings Toyota's support for the club to 29 years (Adelaide).
NEW LOOK: The Northern Ireland Open golf tournament has a "crisp, new title sponsorship." Tayto will "now be the main backer" of the event at Galgorm Castle from July 28-31, "attracting top players" from the second tier of the European Tour. Tandragee-based Tayto has supported the tournament since inception four years ago "as an ancillary sponsor and now, celebrating their 60th anniversary, Tayto has taken on the lead role" (BELFAST TELEGRAPH, 6/21).
FINDING BALANCE: New Balance has become the new official kit provider for Ligue 1 side Lille following the signing of a long-term partnership with the club. New Balance will provide the team with all game and training gear starting in the ’16-17 season. Lille is the first premier French club to be equipped by New Balance. Lille President Michel Seydoux said, “LOSC is proud to be the first Ligue 1 club chosen by New Balance as an equipment supplier and to be its ambassador in France” (Lille).
MARKETPLACE BRIEFS ...
Ten Sports Network has "brought in a four-month long uninterrupted Cricket Festival." Ten Sports has roped in a major sponsorship deal with Micromax as the presenting sponsor, Gillette and Fogg as the co-presenters and Kent RO as the studio sponsor for Ten Sports cricket analysis show Straight Drive (INDIAN TELEVISION, 6/21).
German 3rd League football club FSV Frankfurt signed a new deal with Joma as the club's official kit supplier. As part of the four-year deal, Joma will produce jerseys and teamwear for the club starting with the '16-17 season. It will also receive ad space in camera view and a hospitality package (FSV Frankfurt).
Hong Kong's "biggest tennis event received a lift" with Prudential confirming it would sponsor the tournament for a third straight year. The Hong Kong Open will take place from Oct. 8-16 at Victoria Park. Prudential has supported the tournament since it was launched in '14 (SOUTH CHINA MORNING POST, 6/21).
Telecom MTN will end its relationship with the Ghana FA Cup "as headline sponsors after this season." FA Cup Committee member Kofi Poku "confirmed on Accra-based Joy FM on Monday." MTN has been "bankrolling the knockout competition" since '10 (GHANA WEB, 6/21).
Chinese Super League side Shanghai Shenxin agreed to a partnership with the Albertz Global Mobile Football Camp, "founded by retired German professional footballer Jörg Albertz." As part of the deal, the two parties will "soon begin work on holding a three-day camp in Shanghai" from June 24-26. No further details "were announced at the launch ceremony." Additionally, the Shangahi-based club "signed deals with 10 Shanghai schools on youth football" (YUTANG SPORTS, 6/22).
