The German Olympic Committee (DOSB) and adidas have renewed their partnership through '24. The DOSB and adidas on Monday confirmed the extension of their sponsorship and supplier contracts for 2018 PyeongChang Winter Games, 2020 Tokyo Summer Games, 2022 Beijing Winter Games and the 2024 Summer Olympics, which are yet to be awarded. Adidas has been a partner of the DOSB for more than 45 years. The DOSB declined to provide financial terms of the renewal (HJ Mai, SBD Global).
The Premier League and EA Sports have expanded their long-standing partnership, with the videogame company becoming the league’s Lead Partner for the three seasons from '16-17 through '18-19. The expanded partnership includes on-screen branding on all the league’s global broadcasts, sponsorship of the official Player of the Month and Season Awards, EA Sports integration in stadia pre-match, and continued sponsorship of Fantasy Premier League (EPL).
Arsenal extended its deal with its official betting partner, SportPesa, "by three years." Previously, the deal the two parties agreed upon in January "only covered Kenya but now it covers the whole of Africa." Both parties signed the deal in a hot air balloon "at the Maasai Mara on Friday in a bid to help promote and grow grassroots football" (DAILY CANNON, 8/6).
Serie A side AS Roma signed a sponsorship agreement with betting company Sisal Matchpoint, ahead of the '16-17 season.
Sisal "will become the official betting partner of the Rome-based club." The deal "will run for a single season, with the option to renew for further years" (SOCCEREX, 8/8).
Bundesliga side VfL Bochum "entered into a partnership with shipping services company DHL." The Bonn-based logistics firm "will receive extensive advertising space around the pitch at the club's Vonovia-Ruhrstadion home ground, as well as on Bochum's promotional materials and digital outlets." The terms of the deal "were not announced," although according to Sponsors.de it is likely to be worth in the region of €250,000 ($277,000) a year (SOCCEREX, 8/8).
Former tennis player Li Na and the Victoria Racing Club "joined forces to take the Melbourne Cup carnival to China." Describing the foray into the world’s most populous nation as the "biggest tourism activation ever staged in China," the VRC will host more than 1,200 travel agents across a series of fashion runway events aimed at showcasing the Melbourne Cup Carnival.
Li, who has more than 23 million followers on Chinese social media sites, "will help the VRC push" (HERALD SUN, 8/8).
