Monster Energy is "linking up" with Lewis Hamilton for the launch of a "new brand variant" as well as a promotion to "ride along" with the Formula 1 driver at the Mercedes-Benz driving facility. Monster Energy LH44, "which is Hamilton's race number," is being launched as a low-sugar black grape variant at the "end of April," with plans for consumer advertising and online support. The packaging design will reflect the former world champion's '17 racing helmet (TALKING RETAIL, 3/2).
U.K.-based JD Sports announced a partnership with boxing promoter Matchroom. The sport fashion group will become Matchroom Boxing's "first official retail partner." Through the deal, JD will have in-ring and ringside branding for upcoming fights including David Haye vs. Tony Bellew and Anthony Joshua vs. Wladimir Klitschko (PROLIFIC NORTH, 3/2).
Samsung "separated from the World Surf League as main sponsor for the Championship Tour." The "parting of ways comes just before the start" of the '17 season, which "remains sponsor-less -- aside from select individual events." Samsung's "sudden departure" from the WSL comes "on the heels of a corruption scandal" in South Korea. The acting head of Samsung, Lee Jae-yong, in addition to other top officials at the company, has been charged with "bribery and embezzlement." It is "unclear whether the corruption scandal is connected" to Samsung's decision to withdraw as main sponsor of the WSL (SURFLINE, 3/1).
Carlsberg is "reviewing its global media planning and buying requirements." Agencies have received requests for information "for the brief, which involves the brewer's whole portfolio, including Somersby cider and Tuborg beer, as well as the eponymous brand." The business is "currently handled by OMD." Carlsberg "enlisted Ebiquity to lead the process and has invited OMD to repitch" (CAMPAIGN LIVE, 3/2). Carlsberg sports sponsorships include the FIFA World Cup, UEFA European Championship, Serie A side Juventus, EPL sides Liverpool and Tottenham Hotspur and the Danish national football team (SBD Global).
The America's Cup Event Authority and winery Baron Philippe de Rothschild unveiled the release of Mouton Cadet 35th America's Cup Special Cuvée wines. The limited-edition red, white and rosé wines have been produced to celebrate the Bordeaux brand being named the official wine of the 35th America's Cup (America's Cup).
Sports betting game Tippmix, a product of Hungary's national lottery, will be the title sponsor of this year's Women's European Handball Federation Final Four. The event will be held at Papp László Sportaréna in Budapest from May 6-7 (EHF).
Virtual reality company EON Sports partnered with Japanese baseball team Yokohama DeNA Baystars to introduce EON Sports' VR interactive player development software and simulation solution, the "W.I.N. Series" (EON Sports).
The N.Y. Racing Association announced a three-year partnership with Berlin's Hoppegarten Racecourse to host an intercontinental stakes series beginning this year. Through the agreement, NYRA will offer the winning three-year-old filly of the 2017 Group 2 Diana-Trial, held at Hoppegarten on June 4, an all-fees-paid invitation to the 1 1/4-mile, Grade 1, $1M Belmont Oaks Invitational (NYRA).
