Liverpool has entered into a global partnership with Konami Digital Entertainment B.V. that will see the club's players -- past and present -- together with Anfield Stadium digitally reproduced in the newest Pro Evolution Soccer gaming editions. Konami will have access to Liverpool players. All three related Liverpool kits will also be available in the game, while Anfield -- along with the soon-to-be-unveiled Main Stand -- will also be reproduced for PES 2017 (Liverpool).
PAY AS YOU GO: Premier League side Crystal Palace announced a two-year agreement with pay-as-you-go energy provider Utilita Energy to become the official energy partner of the club and the Crystal Palace Ladies shirt sponsor. Utilita Energy will become the latest brand visible across the matchday digital content platform at Selhurst Park and will work on a number of initiatives to engage the South London community (Crystal Palace).
TEST EXTENSION: The Willowton Group on Monday announced that it "will be extending the Sunfoil Test Cricket event sponsorship for another two seasons," commencing with the upcoming Sunfoil Test Series between the Standard Bank Proteas and New Zealand. Sunfoil first entered into the partnership with Cricket South Africa in the '11-12 season "and have remained partners ever since" (SPORT 24, 8/15).
MOVING TO THE FRONT: To boost Tigerair Australia's partnership with National Rugby League side Melbourne Storm, the airline will be featured on the front of the team's playing jersey for the remainder of the '16 NRL season and finals series. Tigerair's logo will appear on the front collar. The airline will also retain a place on the lower back of the jersey. Tigerair will continue to retain both positions on the Storm playing jersey until the end of the '20 NRL season (Melbourne Storm).
GROWING PORTFOLIO: Electronics retail chain Media Markt "has increased its football rights portfolio after signed deal with six additional clubs." The company signing deals with Bundesliga clubs SC Freiburg and RB Leipzig. It also renewed the deals with Bundesliga side FC Cologne and 2nd Bundesliga club VfB Stuttgart. Media Markt has agreed to new deals with 2nd league sides Arminia Bielefeld and Dynamo Dresden. In addition, it agreed to deals with Hansa Rostock and Rot-Weiß Essen. Overall the company "has partnerships with 16 pro German football clubs in '16-17" (SPONSORs, 8/16).
WORK-WEAR HOCKEY: As the '16-17 Champions Hockey League season starts, European work-wear and personal protective equipment company engelbert strauss will be a part of it. The brand has committed for another season as the CHL's official presenting partner. Through its sponsorship, engelbert strauss will secure extensive exposure in TV camera view at all 157 games. Visible branding will be featured at the center circle of the ice rink, on the players' jerseys, the perimeter boards and the platinum circle above the boards. In addition, engelbert strauss will benefit from full integration across all communication and promotional materials -- including the website and streaming platform www.championshockeyleague.net (CHL).
MARKETING BRIEFS ...
Bundesliga club FC Schalke "renewed its sponsorship deal with Coca-Cola for another four years until the end of the '19-20 season." Coca-Cola "has been a partner of the club since '13." The deal is worth an estimated €1M ($1.1M) (SPONSORs, 8/16).
Bundesliga side Hertha Berlin has optimized its sideline hoardings by installing a second row of LED boards in camera view (Lagardère Sports).
CIMB Group announced the extension of its title sponsorship of the CIMB Classic through '20. The four-year extension reflects the success of the only official PGA Tour FedExCup event in Southeast Asia, also the richest in the region with a purse of $7M (CIMB Classic).
William Hill and the Football Writers' Association announced a new three-year title sponsorship. The FWA and William Hill have been partners since '13, producing weekly podcasts as part of their tier partnership but now the country's biggest bookmaker has taken over the title sponsorship of the Association (William Hill).
Premier League side West Ham United's official shirt sponsor Betway apologized for "criticising Michail Antonio on social media" during the club's opening match against Chelsea on Monday night. Antonio "gave away a penalty in the 47th minute -- which Eden Hazard converted." As Chelsea went a goal ahead, Betway posted from its official Twitter account: "Antonio has been an accident waiting to happen in defence... West Ham fans will hope that's the end of the experiment" (London DAILY MAIL, 8/16).
