Hankook Tire and Real Madrid "signed a sponsorship agreement for three seasons that takes effect July 2016." With the partnership, Hankook "will have perimeter advertising during all home games" at the club’s Santiago Bernabéu Stadium and a range of global marketing rights, including a number of promotions with the club’s players. Hankook "will also be involved in the Real Madrid’s Copa del Rey matches" and away matches (TIRE REVIEW, 7/1).
GAME ON: Juventus and Electronic Arts Inc. agreed to a three-year partnership making EA Sports the exclusive and official video game partner of the Serie A champion, starting with FIFA 17.
In addition to new player faces and creating Juventus Stadium through FIFA 17’s new engine Frostbite, the partnership will see a range of cross-marketing activities during the '16-17 season including EA Sports gaming pods with FIFA 17 located in Juventus Stadium, accessible before the matches and at half time, fan competitions hosted on EA and Juventus digital channels and a dedicated EA Sports sponsorship of the Juventus MVP of the month, supported by exclusive FIFA 17 digital content (EA Sports).
VILLA DEAL: Aston Villa "unveiled a partnership with sports brand Under Armour." The five-year deal "will see a new home, away and goalkeeping kits, plus training wear," for the '16-17 season, which was unveiled on Friday (FC BUSINESS, 7/4).
MAKING IT OFFICIAL: La Liga side Villarreal appointed Joma as its "official technical sponsor for the next four seasons." The Spanish sports clothing manufacturer "will provide the Castellón club with matchday kits, and will also manufacture and market official club leisurewear" (SOCCEREX, 7/4).
CHINESE PROPERTY: League One side Sheffield United announced this week that a China-based property and development firm The Hualing Group agreed to a sponsorship deal with the club. The firm's brand name "will be emblazoned across Bramall Lane’s South Stand following talks" with the club’s hierarchy. The agreement is "worth an undisclosed six-figure sum, initially runs for 12 months" (FOOTBALL TRADE DIRECTORY, 7/2).
EYE OF THE TIGER: Premiership rugby side Leicester Tigers named U.K. vitamins, minerals and herbal supplements retailer Holland & Barrett its new main sponsor. The company has been a partner of the Tigers since Sept. '10 and will assume main sponsorship, including the front of the team shirt, for the start of '16-17 as well as taking naming rights for the 10,000-seat North Stand (Leicester Tigers).
MARKETING BRIEFS ...
Bundesliga club Eintracht Frankfurt reached a new shirt sponsorship deal with German brewery Krombacher. As part of the agreement, which will run until June 30, 2024, Krombacher's logo will be featured on the front of the club's jersey for the upcoming '16-17 season. Starting next season, the brewery will become a premium partner of the club. The current deal between Frankfurt and Krombacher was set to expire in June '18 (Lagardère Sports).
Ligue 1 side SM Caen announced the conclusion of a partnership agreement with French computer company Alticap for the next four seasons. Alticap’s logo will appear on the left sleeve of the club’s jersey. No financials were disclosed (SM Caen).
Bundesliga side Borussia Dortmund signed a partnership with Swiss stamping press producer Bruderer. The deal, which kicked off on July 1, will focus on the Asian markets of China, Japan and Singapore (Borussia Dortmund).
British Universities & Colleges Sport "announced a new five-year extension with Kukri as its official team wear partner." The partnership will help university sports’ teams in the U.K. by providing performance and leisure team wear and Kukri "will also be the official retail partner of BUCS at all major events" (SPORT INDUSTRY, 7/4).
Loro Piana has been announced as the official supplier to the European Team for the next two Ryder Cup matches, held at Hazeltine National, Minnesota, this September and Le Golf National, Paris, in '18.
The European Team will wear outfits designed by Loro Piana in all their official public appearances. The '16 collection was designed following instructions from European captain Darren Clarke (Ryder Cup).
Second Bundesliga side Dynamo Dresden "announced a renewal" of its partnership with Saxoprint.
The online printing company has been an official partner of the Saxony club since '06, and "has extended that deal for a further two years," until the end of the '17-18 season (SOCCEREX, 7/4).
