West Ham United announced a five-year partnership with Heineken. The long-term deal will see Heineken become the club’s official beer and cider partner at the London Stadium on Queen Elizabeth Olympic Park until '21 (West Ham).
BETTING ON ASTON: League Championship side Aston Villa announced a new partnership with EnergyBet as its new official betting partner. EnergyBet is a new product from EnergyCasino.com, an online casino licensed in the U.K. and Malta and operating since '12 (Aston Villa).
CIDER KIT: Premiership rugby side Bristol and Ashton Gate Stadium paired up with Thatchers Cider ahead of the '16-17 season. Thatchers will feature on Bristol's home and away shirts, as well as Bristol Rugby Ladies' matchday kit (Bristol).
CHINESE CRICKET: Hong Kong's Craigengower Cricket Club will continue "developing the game among the Chinese community" with its latest sponsorship venture. The Happy Valley club handed over its third tranche of HK$150,000 ($19,332) to the Hong Kong Cricket Association, "with the money to be used to promote the game among the local community and in the mainland" (SOUTH CHINA MORNING POST, 8/3).
MARKETPLACE BRIEFS ...
The English Football League announced that its charity partnership with Prostate Cancer UK will continue until '18 with a two-year extension confirmed. The leading men's health charity has been affiliated with the EFL since '12, and official charity partner of the league since the '13-14 season (EFL).
Green Room Sports Management announced the addition of Kevin Sinfield "to its rugby portfolio." The 35-year-old retired from all forms of the game in May (SPORT INDUSTRY, 8/3).
HotelPlanner has signed on to become Inter Milan’s newest sponsor for the '16-17 Serie A season.
As part of the agreement, the online group travel services will be the official hotel reservations partner of the Italian club. HotelPlanner will place all of the team’s travel accommodations while on tour for events held outside Milan (Inter Milan).
