Swiss watchmaker Tag Heuer was announced as the new official timekeeper and sponsor of La Liga. The agreement means Tag Heuer is now the timekeeper of La Liga, the Premier League and the Bundesliga. Tag Heuer’s timekeeping systems will be used by La Liga match officials throughout the new season. To mark the new deal, Tag Heuer unveiled a special clock, counting down to kickoff for the new La Liga season on Aug. 20 (La Liga).
LANDMARK DEAL: Rugby Union club Sale Sharks announced the largest sponsorship deal in the history of the club, with Manchester-based cloud and colocation firm UKFast. The seven-figure deal sees the firm return as shirt sponsor of the club after a five-year break. UKFast sponsored the club from '00-10 (Premiership Rugby).
ENERGY BOOST: Eredivisie club Nijmegen Eendracht Combinatie (NEC) signed a deal with energy firm Energy Flex. The financial terms of the deal "were not released but it was confirmed that Energy Flex’s logo will be on the Dutch club’s home and away shirts." Energy Flex focuses on the lower segment of the energy market and the company specializes in prepaid energy contracts (SOCCEREX, 7/13).
CEASE AND DESIST: Boxer Paddy Barnes "has got into a fight even before arriving in Rio for the Olympic Games" -- with Irish online betting firm Paddy Power. The double Olympic Bronze Medalist from Belfast, who has "just launched a range of branded sports gear, reacted angrily" when the bookmaker sent him a "cease and desist" letter alleging copyright infringement. Posting a picture of the letter on Twitter, Barnes wrote, "What are ya doing to me? F*** off with your letter. Don't need this, training for Rio!" (IRISH INDEPENDENT, 7/13).
MARKETING BRIEFS ...
Already a partner with Ligue 1 side Lille, multimedia and leisure brand Boulanger has reinforced and extended its partnership with the club. Boulanger becomes an official partner of Lille for the next three seasons. Boulanger’s logo will continue to be visible at the Stade Pierre Mauroy and will now appear on the left sleeve of the club’s jersey during the ’16-17 season (Lille).
New Balance signed Leicester City goalkeeper Kasper Schmeichel as its new brand ambassador. The deal marks the first time that the U.S. brand "has partnered with a Premier League goalkeeper" (THE DRUM, 7/13).
The Int'l Triathlon Union announced it signed a one-year contract with SEL Sport & Events Logistics to serve as the global logistics partner for the ITU for the remainder of the '16 season. As part of the agreement, SEL will provide logistics and forward freighting for ITU to selected events around the globe (THE SPORTS CAMPUS, 7/12).
