New Balance created a commemorative kit for Scottish Premiership side Celtic to "mark the 50th anniversary of the Lisbon Lions." The new '17-18 home kit has been designed to "pay homage to the jerseys worn by the team" when it won the 1967 European Cup against Inter Milan in Lisbon. New Balance livestreamed the unveiling of the kit across Facebook Live and YouTube from outside Celtic Park (THE DRUM, 5/4).
La Liga side
Sevilla and telecom
ZTE renewed their agreement for two seasons. ZTE is Sevilla's official technology partner and smartphone supplier (
Sevilla).
Man City partnered with Eaton for the company to become the club's official home energy storage partner in the U.K. The power management company signed a multi-year deal that will support the club in adopting a sustainable approach to energy and utility use (Man City).
Welsh Rugby Union side Scarlets unveiled its new home and away kits for next season, with a new sponsor to be revealed soon. BT Sport had its name on the jersey for the past three seasons as part of a deal with the Welsh regions. BT will remain on the Scarlets' kit, but in a different position (WALES ONLINE, 5/4).
EA Sports "appointed Adam & Eve/DDB to its global ad account." The company kicked off a pitch process earlier this year and "issued agencies with RFIs in February." Adam & Eve/DDB will work on the launch of FIFA 18, "which is expected to be released in mid-September" (CAMPAIGN LIVE, 5/3).
The World Surf League announced Outerknown as the title sponsor of the WSL Championship Tour event in Fiji. The three-year partnership includes both men's and women's competitions at the OK Fiji Pro, which runs this season from May 28-June 16 (WSL).
Global paint and chemicals producer AkzoNobel appointed London-based start-up sports marketing agency Mallory Group to handle the global communications delivery for its entry in the Volvo Ocean Race. Team AkzoNobel is currently the only Dutch entry to compete in the round-the-world yacht race (Mallory Group).
The Australian Football League announced a three-year partnership with DrinkWise Australia that will see the AFL support the message of responsible consumption of alcohol. A centerpiece of the partnership will see the result of the score review system displayed on the big screen at AFL matches (AFL).
Mining company Rio Tinto's indigenous employment and training initiatives at the Amrun bauxite project in North Queensland partnered with National Rugby League side North Queensland Cowboys. The Cowboys will provide mentoring support to indigenous staff across the project (Rio Tinto).
Motul will continue its support of the FIM Superbike World Championship when it backs the Italian Round from May 12-14 at the Autodromo Internazionale Enzo e Dino Ferrari di Imola (World SBK).
