German F1 driver Nico Hülkenberg "has invested an undisclosed amount in loyalty rewards app" MotorMiles. Users of the app "receive points through engaging in activities or by spending money that can later be redeemed." Hülkenberg, who drives for Force India, said, "I find the digital space very exciting. I, for example, use social media and have active accounts on Twitter, Facebook and Instagram. In my opinion this is our future." MotorMiles "was developed over the past two years" (SPONSORs, 10/5).
Mercedes-Benz "has signed a deal with German triathlete and Ironman winner Jan Frodeno to become a global brand ambassador for the car brand." Mercedes "has been active in the sport since '14." It is an "official sponsor of the Ironman European Tour and has deals with athletes Anja Beranek and Sebastien Kienle, as well as the Team Sport for Good." Mercedes-Benz joins Asics, Canyon and Oakley, "which are all official partners of Frodeno" (SPONSORs, 10/5).
SAIL AWAY: French healthcare group URGO and ocean race organizer OC Sport Pen Duick announced that URGO has become the title partner of the annual solo sailing race La Solitaire du Figaro. The race will be known as the La Solitaire URGO Le Figaro for the next three editions ('17-19). The race is known as the unofficial world championship for solo offshore sailing, and the next edition begins June 4 in Bordeaux, France (La Solitaire Le Figaro).
AFC SPONSOR: UAE Exchange announced that it has signed up with the Asian Football Confederation as an official sponsor of national football competitions until '20. UAE Exchange becomes the first and only remittance and foreign exchange house to join the AFC. The five-year agreement sees UAE Exchange become 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 (AFC).
MARKETPLACE BRIEFS ...
The ATP and Turkish construction and property development company Garanti Koza have entered an agreement that sees Garanti Koza become a partner as well as the official real estate development company of the Barclays ATP World Tour Finals at the O2 in London. The sponsorship is the latest addition to Garanti Koza's expanding tennis portfolio, which includes the ATP Istanbul Open, ATP Sofia Open and WTA Istanbul Cup. Garanti Koza has also recently completed construction on its 55 tennis court training complex, Koza World of Sports (ATP Tour).
The Table Tennis Federation of India "inked a partnership pact with HVR Sport Inc. for a period of 16 years." TTFI VP S.M. Sultan said that the agreement, with a minimum guarantee of Rs 2 crore ($301,000) per year, "covered all aspects of promotion and development of the sport." Sultan: "This agreement is meant to improve the game at the grassroots" (THE HINDU, 10/4).
Wine brand Hardys will continue as the official wine of England Cricket until '19 after extending its current sponsorship deal. Hardys will continue to promote and sell its wines to fans at England's home int'l fixtures as well as promoting its association with England Cricket through its advertising and marketing campaigns (ECB).
World Sailing announced a new "strategic positioning for the sport, expressed in a new, fresh and modern brand identity." A "stronger and more contemporary visual identity alongside a new vision and mission puts sport, nature and technology at its core and fully completes the transition" from the Int'l Sailing Federation to World Sailing, which commenced in Nov. '15. The new brand identity has been "rolled out across World Sailing's digital properties alongside the release of a short film highlighting sailors, coaches, sailing fans and sports fans reinforcement of the new positioning" (SAILING SCUTTLEBUTT, 10/4).
Mouser Electronics will sponsor the '16-17 Faraday Future Dragon Racing team in collaboration with TTI Inc. and supplier partners Molex and Panasonic. The upcoming season marks the third year that Mouser Electronics is sponsoring Formula E racing (Mouser Electronics).
Dorna Sports announced HJC Helmets as the title sponsor of the 2017 Grand Prix de France, as the 4.2km Bugatti Circuit hosts the motorcycle racing championship again. The title sponsor agreement sees HJC further its commitment to Dorna Sports and MotoGP as the helmet manufacturer celebrates its 45th anniversary (MotoGP).
