Heineken was announced as the national supplier of beer and cider for both the IAAF World Championships London 2017 and the World Para Athletics Championships. The deal will grant Heineken exclusive rights to sell in concession units in and around the stadium during both events (IPC).
The Yorkshire County Cricket Club announced ice cream company Maxibon as the Yorkshire Vikings' 2017 T20 Blast partner for matches played at Headingley. It is the first time that Yorkshire County Cricket Club has signed an ice cream brand as a sponsor. The brand becomes an official partner of Yorkshire County Cricket Club for the '17 T20 season with benefits such as pitch-side branding. Maxibon will also have pop-up product sampling sites and matchday competitions via digital communication channels (Yorkshire CCC).
The FA of Thailand signed a 10-year, 1B baht ($28.5M) sponsorship deal with Thai Beverage. It is the biggest sponsorship the FAT has ever received. ThaiBev Group CEO Thapana Sirivadhanabhakdi said, "We have supported Thai football at all levels and will continue our support for the FAT." He added that the company "will also support activities which would help lift the standard of Thai football" (BANGKOK POST, 2/2).
Australian supermarket chain Coles agreed to a naming rights deal for the inaugural Nitro Athletics event, which begins in Melbourne on Saturday. Joining Coles on the start line for Nitro Athletics Melbourne are Optus, Rebel, Life First, Accor, Puma and the Greater Shepparton City Council. They join the principal partner Visit Victoria (Nitro Athletics).
Daily fantasy sports company Sportito announced an agreement with EPL side Burnley to become the club's official fantasy sports partner. Sportito is the first fantasy sports partner to sign a deal with the club (Sportito).
National Rugby League side Sydney Roosters announced Magic Glass as one of the club’s new platinum partners, with the commercial and residential glass replacement company joining the club as the upper chest and front-of-shorts sponsor for the next three years (Sydney Roosters).
French home tutoring company Acadomia “continued its youth-based sports sponsorship strategy” with a partnership with the French Handball Federation (FFHB). Acadomia will support around 20 youth players “through its programs that are adapted to the needs and constraints of each athlete.” Acadomia is also a sponsor of Ligue 2 side AJ Auxerre and French swimming club Mulhouse Olympic (SPORTBUZZ BUSINESS, 2/1).
