Under Armour extended its partnership with British boxer Anthony Joshua "with a new multi-year deal." Under the terms of the deal, the Baltimore company "will continue to supply the IBF world heavyweight champion with his in-ring apparel." Joshua will also "lend his image to Under Armour's future marketing campaigns." The London 2012 Olympic Gold Medalist first partnered with Under Armour in February last year (THE DRUM, 2/7).
A-League Side Melbourne Victory announced it extended its partnership with adidas for five seasons. The partnership extension will bring Victory's association with adidas to 10 years by the end of the '20-21 season. Victory is one of two Australian sports teams, along with Australian Football League side Hawthorn, to have an official partnership with adidas (Melbourne Victory).
Kumho Tire confirmed it will continue its position as official tire partner of the PGA of Australia. The tire company signed a new two-year deal including both the Australian PGA Championship and the new World Super 6 Perth event at Lake Karrinyup Club (PGA).
Strathmore, the AG Barr-owned water brand, "landed a sponsorship deal to provide bottled water at British Athletics events" through '19. The new contract "follows a successful year-long partnership and will see Strathmore drinks stations at all British Athletics events, both indoor and outdoor, throughout the next three years" (SCOTSMAN, 2/7).
Sahara Force India signed eyewear specialist Foresight & Vision as a partner for the '17 Formula 1 season. The partnership will introduce eyewear brands Eye Respect and LDNR to F1 racing with the Sahara Force India drivers and team members wearing a range of sunglasses at race events. LDNR logos will appear on the team's new car, the VJM10, as well as on the drivers' race suits (Force India).
Second Bundesliga club Fortuna Düsseldorf's expiring shirt sponsorship deal will not be renewed by Otelo. The telecom has been the team's shirt sponsor since '12 and decided to drop Fortuna as part of its reorganized sponsorship strategy (Fortuna Düsseldorf).
Former world No. 1 tennis player Angelique Kerber signed on as an ambassador for the 2017 IIHF Men's World Ice Hockey Championships which will take place in Cologne, Germany, and Paris from May 5-21 (IIHF).
Bundesliga club VfL Wolfsburg secured two new partners for its esports team. Effect Energy Drink and Turtle Beach will become official partners of VfL Wolfsburg E-Sport (VfL Wolfsburg).
The French Gymnastics Federation and Italian sports equipment brand Erreà announced they “signed a four-year partnership.” The partnership will “cover the Olympic Games cycle.” Erreà will make the Christian Moreau-designed outfits worn by the gymnasts representing France. The brand will also “create a line of products that will be available in Intersport shops” (SPORTS MARKETING, 2/7).
