The FA of Ireland agreed to a "multi-year partnership" with isotonic drink brand iPro Sport as the FAI's official sports drink. IPro Sport is already the official sports drink to teams in the League Championship, League One and League Two. IPro Sport will provide drinks for the Ireland senior men's and women's national teams and all underage teams (FAI).
Australian tire retailer Tyrepower joined Australian Football League side Port Adelaide as a premier partner and official showdown partner for the next two seasons. The partnership will see Tyrepower branding appear prominently at Port Adelaide's home showdowns and throughout the season as a gameday segment partner (Port Adelaide).
The England & Wales Cricket Board is "overhauling its digital strategy and has recruited digital agencies Seenit and Little Dot Studios to help it engage more with audiences through new channels and personal content creation." Video collaboration platform Seenit "will let the ECB leverage fan-made content by giving it the ability to curate and share video." Little Dot Studios' role will center on "growing the ECB's YouTube audience" (THE DRUM, 3/23).
Organizers of the men's European Handball Federation Cup Finals 2017 announced oil brand Liqui Moly as official title sponsor. The event will take place from May 20-21 in the EWS Arena in Göppingen, Germany (EHF).
The Japanese Olympic Committee announced a partnership with the Finnish Olympic Committee. Both parties will actively support officials, staff, athletes and coaches to have exchange programs and opportunities. Both parities will also exchange marketing knowledge and information (JOC).