Whiskey distiller Whyte & Mackay "unveiled its biggest-ever global sport partnership with the British & Irish Lions," saying that it will support the players on their tour of New Zealand this year. The Scotch brand said that the deal is "its first of the kind" and will involve activity in the U.K. and New Zealand (SCOTSMAN, 3/14).
Infront Sports & Media secured Lucerne Tourism and TITLIS Cableways as main sponsors of the 2017 World Women's and 2018 World Men's Curling Championships. The rights package includes brand exposure in camera view through advertising boards in prominent positions on-site for both brands. A TV campaign on Eurosport is also part of the package (Infront).
Australian Football League side Collingwood and insurance company CGU announced the biggest commercial deal in the club's history, extending their partnership through '22. The multi-million dollar, five-year extension comes months after CGU became a foundation sponsor of Collingwood's AFL Women's side (Collingwood).
AFL side Sydney Swans signed data and analytics firm Equifax as a premier partner (Sydney Swans).
Malta-based online gaming company LVBet "expanded its partnership" with Polish football side Wisla Krakow, becoming its front-of-shirt sponsor. Wisla has been without a shirt sponsor for the majority of the '16-17 season (SOCCEREX, 3/14).
Scottish Athletics announced a partnership with headphone brand AfterShokz. AfterShokz already has a partnership with England Athletics (Scottish Athletics).
Sports betting brand bwin has been "named the official sponsor of the Grand Slam of Darts, one of the flagship events of the sport's annual calendar." Bwin signed a two-year deal with the Professional Darts Corp., which "will see it replace Singha Beer as the event's main backer" (GAMING INTELLIGENCE, 3/14).
