Used car trading company Kaixin acquired the naming rights and front-of-jersey advertising rights for Chinese Super League side Hongyun for the '17 season, for 88M yuan ($12.8M). Kaixin is owned by the Chelaichewang Group. Hongyun will adopt Liaoning Shenyang Kaixin Football Club "as its new title this season." It is reportedly the first time a Chinese secondhand car sales enterprise "has sponsored a domestic sports club" (YUTANG, 2/27).
ManU and Aladdin Group announced a global partnership. As part of the deal, Aladdin Group will work with ManU to generate brand awareness and engagement projects with the club’s 659 million global followers, via the club’s digital platforms as well as one-on-one fan events and campaigns worldwide (ManU).
Sky announced IBF heavyweight champion boxer and Olympic Gold Medalist Anthony Joshua as a Sky ambassador. The partnership will see Joshua support Sky's commitment to helping young people reach their potential across the U.K. and Ireland (Sky).
Chinese sportswear brand Xtep appointed Y&R Beijing "as the brand seeks to win market share in China's competitive sports industry." Xtep, China's third-largest sportswear brand, tasked Y&R "with strategy and creative development for Xtep's brand and products" until '19. Y&R Beijing replaces DDB Guoan Beijing as Xtep's agency of record (THE DRUM, 3/1).
Premiership rugby side Newcastle Falcons is searching for a new sponsor as club execs announced Greene King IPA "will be stepping down at the end of the season." The pub and beer firm will retain the club's "official pouring rights" for the next four years (CHRONICLE LIVE, 3/1).
Top14 side Montpellier President Mohed Altrad, chair of building materials firm BTP Altrad, is reportedly “in contact” with the French Rugby Federation (FFR) for BTP Altrad to become the jersey sponsor of the French national team. If the two parties reach an agreement, BTP Altrad would become “the first private enterprise (outside a kit provider) to be displayed on the team’s jersey.” The French team currently sports the hashtag #France2023 “to support the country’s bid to organize the 2023 Rugby World Cup” (L’ÉQUIPE, 3/1).
Nutritional supplement company USANA signed a partnership with Paris St. Germain Handball through the end of the ’16-17 season, as an official provider. The deal is part of USANA Health & Science’s plan to “insert itself into the sports market” (SPORTBUZZ BUSINESS, 3/1).
Head & Shoulders announced it signed French int’l Antoine Griezmann “as an ambassador.” The Atlético Madrid player, already an ambassador for Gillette, “will be in the shampoo brand’s upcoming ad campaign.” Griezmann joins Head & Shoulders ambassadors Bayern Munich’s Manuel Neuer and Robert Lewandowski as well as Italy captain Gianluigi Buffon (SPORTBUZZ BUSINESS, 3/1).
