Bundesliga side FSV Mainz has renewed its "longstanding sponsorship agreement with lottery company Lotto Rheinland Pfalz." The partnership, which has been in place since '90, "has been renewed" until '20 in a deal reported by allgemeine-zeitung.de to be worth $3.2M in total. The company will "also retain the naming rights to the standing terrace at the club's Opel Arena home ground" (SOCCEREX, 9/5).
LONG-TERM BET: Arsenal announced 12BET as its official betting partner in Asia. This long-term partnership will provide the sports betting and casino company with LED perimeter board exposure at all domestic fixtures played at Emirates Stadium. 12BET will also receive access to first-team players to create content as well as other promotional assets (Arsenal).
COMING HOME AGAIN: Italian dairy company Granarolo has returned as a partner of Serie A side Bologna, "after a 15-year stint away from the club." Granarolo previously sponsored the front of the Italian team's matchday shirts from '97-01, and has "now signed a developmental partnership which will see its logo feature on the sleeves of all of Bologna's youth teams" (SOCCEREX, 9/5).
DOUBLE DOWN: Italian banking group UBI Banca has "renewed its major sponsorship agreement with Serie B side Brescia Calcio." The company will "continue to sponsor the front of Brescia's matchday shirts" in an agreement that dates back to '91 (SOCCEREX, 9/5).
MARKETPLACE BRIEFS ...
Carlsberg has "agreed to extend its sponsorship deal" as the official partner of the Danish national football team until the 2020 European Championships. Carlsberg has sponsored the national team since '78 and the "revised deal will take the partnership up to a 42nd year" (REUTERS, 9/2).
New Zealand Football announced Stirling Sports as the naming rights sponsor for the Stirling Sports Premiership in '16-17. Meanwhile, Trillian Trust -- a New Zealand-based charitable trust -- returns as a major funding partner to support the Stirling Sports Premieship and play a role in the competition's financial sustainability (NZ FOOTBALL).
UAE Exchange announced that it signed up with the Asian Football Confederation as an official sponsor of national football competitions from '16-20. UAE Exchange becomes the first remittance and foreign exchange house to join the official sponsors' brandwagon. The five-year agreement has UAE Exchange as the official sponsor of more than 200 home games covering matches of Asian qualifiers -- Road to Russia, AFC U19 Championship 2018, AFC U16 Championship 2018, AFC Asian Cup UAE 2019 and AFC Futsal Championship 2020 (UAE Exchange).
J.P. Morgan expanded its support for professional squash after agreeing to a headline sponsorship with the China Squash Open 2016. J.P. Morgan's prize money for the China Squash Open 2016 has increased the award by 15%, making the '16 competition one of the most lucrative events in Asia. The partnership will see J.P. Morgan get visibility through on- and off-court branding, venue branding and TV exposure in an agreement that sees it work with two of the tournaments on the Professional Squash Association World Tour circuit (PSA World Tour).
As the French national team’s 2018 World Cup qualifying campaign starts on Tuesday, broadcaster TF1 announced that Crédit Agricole, EDF, Volkswagen and Tout Fair Matériaux “will sponsor the French matches on the channel.” The qualification campaign is “comprised of 20 qualifiers or friendlies” (CB NEWS, 9/2).
