A-League side Melbourne City announced a multi-year partnership with Nexen Tire that will see the South Korean company's logo appear on the club's training kit ahead of this year's Finals Series. The Nexen Logo will also appear on the men's team's away kit sleeves throughout the '17-18 season. The partnership extends to Melbourne City's women's team (Melbourne City).
Uber and AEG partnered in an agreement that makes Uber the official rideshare and transportation partner for 27 AEG venues and assets around the world. The partnership was brokered by AEG Global Partnerships. The multi-year deal includes marquee venues and assets around the globe including London venues The O2 and Wembley (AEG).
Bundesliga side TSG Hoffenheim expanded its sponsorship agreement with proWIN Winter GmbH. The ecological cleaning manufacturer will be the team's official sleeve partner for all Bundesliga matches in the '17-18 season. Hoffenheim is the first Bundesliga club to announce such a sponsorship deal. ProWIN’s logo will be located on the left sleeve of TSG’s first team’s home and away shirts, as well as its warm-up and training clothing. The financial terms of the deal, which runs until '19, have not been released (SOCCEREX, 4/4).
Health insurer Cigna was named an official sponsor of the Hong Kong Rugby Sevens from '17-19, "moving up from being a partner for the past two years." As part of its engagement efforts, Cigna "has launched a branded content campaign aimed at helping fans stay healthy during the event" (ASIA SPONSORSHIP NEWS, 4/4).
Asia Pacific Breweries Singapore entered a partnership with Rugby Singapore that makes APB Singapore’s Tiger Beer the official beer of the Singapore Rugby 7s. It is the first time that APB Singapore is supporting the event through its flagship brew. APB declined to comment on investment details (MARKETING INTERACTIVE, 4/5).
Smartphone brand Gionee India announced its association with Indian Premier League club Royal Challengers Bangalore as the team's presenting sponsor for the 10th edition of the IPL. Gionee is already the principal sponsor of the Kolkata Knight Riders and becomes the first brand to sponsor the front of two IPL teams' jerseys in the same edition. Gionee signed cricketer Virat Kohli as its brand ambassador in November (PTI, 4/5).
Indian paint company Kansai Nerolac is associating with IPL side Sunrisers Hyderabad as the team's official sponsor for this season. The team will carry Kansai Nerolac’s logo on its helmets (INDIAN TELEVISION, 4/5).
Burger King is "looking to tap into the world of gamers" by positioning the Burger Clan within Sony’s PlayStation 4 online community. The scheme, currently located in Spain, where the fast food chain "was first in the category to offer home delivery," will see the Burger Clan appear in select multi-player PlayStation 4 games "to both aid gamers (and take their food orders)" (THE DRUM, 4/5).
