Online gambling company
Fruity King "has reportedly emerged as the front runner" in the race to become
Everton's new shirt sponsor and it "could be poised to agree what would be the biggest shirt sponsorship deal in the Toffees' history." Everton’s current shirt sponsorship deal with Thai beer company
Chang is due to expire at the end of the season and the Premier League side is reportedly already "in talks" with Fruity King over a deal worth up to £22M ($29.3M). A Fruity King spokesperson confirmed talks with Everton by stating, "We're discussing a potential partnership with several clubs. Everton is a world-class organization. We're working hard behind the scenes and hope to finalize a deal in the near future. I've got a good feeling we can thrash out a new deal" (
WINNER SPORTS, 8/1).
PASTRY PARTNER: The English Football League has announced a new partnership with pastry brand Ginsters that will see Ginsters become an official partner of the EFL. As part of the three-year deal, Ginsters will be giving fans the chance to win EFL match tickets and £3M ($4M) in cash prizes via its "Tickets and Tenners" campaign. Featuring on over 40 million Ginsters packs, EFL season tickets and VIP matchday experiences will also be up for grabs throughout the season (EFL).
DFS TO CELEBRATE AMBASSADORS: Yorkshire-based furniture brand DFS has worked with London agency krow on a new brand campaign to promote its partnership with TeamGB. Throughout the Rio Olympics, it will be promoting its three ambassadors -- cyclist Laura Trott, gymnast Max Whitlock and swimmer Adam Peaty. The 30-second advert will switch between Olympians and its own team, to "shine a light on British quality manufacturing." The first ad aired on Monday and will run until the end of the month. It will also be shown in cinemas (PROLIFIC NORTH, 8/1).
SPECIALIZED SPONSOR: Following the announcement that Peter Sagan and four Tinkoff teammates are moving to the German Bora-Hansgrohe squad from '17 on a three-year deal, American bicycle company Specialized has "confirmed a deal of the same length." The brand will replace Argon 18 as the bicycle sponsor with the Canadian company "taking over its former sponsorship of the Astana team." Sagan's move to the current Pro-Continental team from '17, known as Bora-Argon 18 this season, was assisted by Specialized (CYCLING NEWS, 8/2).
MARKETING BRIEFS ...
Serie A side Sampdoria has renewed its major sponsorship deal with automobile manufacturer Ssangyong Italy. The company, the Italian subsidiary of Korean group Ssangyong Motor, "will take the back-of-shirt sponsorship position" on the club's matchday shirts (SOCCEREX, 8/2).
Serie A side Bologna renewed its premium partner deal with recruitment firm Lavoropiu. The company will provide hostesses and stewards for the hospitality areas around the club's Dall'Ara Stadium, "and in return will receive branding" during matchdays. The deal "has been signed for one more year, with the option to extend at the end of the season" (SOCCEREX, 8/2).
Financial protection company AXA announced that it is an official sponsor and participant in the 2016 NYC Hong Kong Dragon Boat Festival, to be held on Saturday and Sunday. The NYC Hong Kong Dragon Boat festival will take place on Meadow Lake in Flushing Meadows-Corona Park in Queens (AXA).
Bundesliga club SC Freiburg has agreed to a new partnership with state lottery Lotto Baden-Württemberg. As part ot the deal, Lotto Baden-Württemberg will receive stadium signage, along with print and online advertisement (SC Freiburg).
Second Bundesliga club FC St. Pauli and Levi's "have agreed to expand their partnership." The U.S. clothing company "will increase its sponsorship to become a second-tier partner of the club." Levi's and St. Pauli "signed a deal ahead of last season" that will run until the end of the '17-18 campaign. The expansion of the partnership also means Levi's will now pay an estimated €300,000 ($337,000) per year, instead of €70,000 ($78,500) as a fourth-tier partner (SPONSORs, 8/2).
