Serie A side AS Roma inked a deal with spring water brand Sangemini, which will become the club's official water partner. The single-year agreement runs until the end of the '16-17 season and coincides with Sangemini's "global rebrand under the ownership of the Pessina Family." The brand will collaborate with the club on a sports science program "to help improve player hydration and performance" (SOCCEREX, 9/6).
GERMAN HAT TRICK: XTiP, the sports betting subsidiary of German gaming and gambling company Gauselmann Group, has inked deals with three football sides. The firm partnered with Bundesliga side VfL Wolfsburg and second-tier clubs DCS Arminia Bielefeld and FC Heidenheim 1846. All three agreements give XTiP a branding presence at each team's home stadium, "as well as significant advertising across the clubs' digital and print publications and media channels" (SOCCEREX, 9/6).
LIQUI MOLY TO BACK IBSF WC: German motor oil manufacturer Liqui Moly was named the official main sponsor of the BMW IBSF World Cup and World Championships Bob & Skeleton. The agreement was brokered by Infront Sports & Media and will run for two years, starting with the upcoming '16-17 season. As official main sponsor, Liqui Moly will receive brand positioning in camera view with board advertising along the ice track, in the finish area, on the coaches' boxes and on the leader backdrops. The company's logo will also be included across all print communications and on the IBSF website as well as in onsite video spots (Infront).
STICKING AROUND: Series organizer Dorna Sports announced Monster Energy will remain a sponsor at a number of MotoGP events for the next three years. The energy drink brand will sponsor two Grands Prix for the next three seasons: the Catalan GP and the Czech GP. It will also have a presence at a number of other Grands Prix (Dorna Sports).
MARKETING BRIEFS ...
EPL side Southampton named Banc De Binary its binary trading partner for the '16-17 season. Founded in '13, Cyprus-based Banc De Binary is one of the market leaders in binary options trading (Southampton).
Ahead of the 29th Southeast Asian Games and the 9th Para ASEAN Games -- known as Kuala Lumpur 2017 -- Nestlé-owned chocolate brand Milo partnered with the Malaysian SEA Games Organizing Committee (Nestlé).
