Premier League side
Everton signed a partnership agreement with U.K. brewer
Molson Coors to provide Carling at Goodison Park from the start of the '17-18 season. The multi-year deal will see the brewing company have exclusive pouring rights at the venue and branding at the club's home league and domestic cup matches. Carling lager will be available for Everton's last preseason friendly against La Liga side Sevilla on Aug. 6 (
Everton).
British Athletics partnered with dairy company Muller for three events in '18 and another three in '19, "as well as the five events taking place this year." The brand will be the "title partner for the Muller Anniversary Games, Birmingham Grand Prix and Indoor Grand Prix for the next two years." It will also sponsor the British Athletics team (SHROPSHIRE STAR, 7/27).
Supermarket Sainsbury's renewed its partnership with the British Paralympic Association for the next four years. It means that the "tie-up will now include" the PyeongChang 2018 and Tokyo 2020 Paralympic Games (INSIDE THE GAMES, 7/27).
Bundesliga side RB Leipzig announced solar module manufacturer Hanwha Q Cells as an int'l partner from the '17-18 season. The deal is for two years and "includes an option for renewal." The company will be "present as a partner" for national and int'l advertising measures, "among other things" (PV MAGAZINE, 7/25).
IMG "lost the R&A contract to run The Open golf merchandising shop." The R&A "decided to take the operation in-house" for The Open at Carnoustie in '18, believing it "can make more profit without having to pay IMG's considerable cut." The decision follows the All England Lawn Tennis Club, which had Wimbledon retail outlets managed by IMG, running its shops itself "for the first time this year" (London DAILY MAIL, 7/26).
Tough Mudder announced an official partnership with Samsung. The company will deliver exclusive content and training tips across Samsung devices and unique on-site experiences at Tough Mudder's U.K. events. The partnership will begin at the Tough Mudder Yorkshire event on Saturday and run through the '18 event season (Samsung).
Spartan Race announced a three-year partnership with supplements company Eat The Bear. The brand will become the official performance nutrition of Spartan U.S. (Spartan Race).
Silverstone motor racing circuit appointed sports marketing agency Mongoose to commercialize its new visitor attraction. Scheduled to open in spring '19, the Silverstone Experience will be an "interactive, technology driven visitor attraction at the home of British motorsport" (SPORT INDUSTRY, 7/27).
Netball Namibia has been rescued "from the jaws of demise" with a N$1.8M ($138,200) sponsorship from diamond prospecting and mining company Debmarine. The sponsorship is for three years. Debmarine Namibia also "offered to financially assist with the training of about 20 local umpires and to also assist in developing a fully-fledged website for the netball association" (NEW ERA, 7/27).
The Clipper Round the World Yacht Race will for the third consecutive campaign have a team sponsored by British freight and int'l transportation company PSP Logistics. The company is also returning for its fifth consecutive edition as the official logistics supplier in the Clipper '17-18 race (SAIL-WORLD, 7/25).
The Swiss Ski Federation announced a partnership with Under Armour. The brand will equip Swiss skiers, coaches and officials. Swiss-Ski and Under Armour will debut their cooperation in preparation for the winter season and the 2018 PyeongChang Olympics (Swiss-Ski).
The French Professional Football League (LFP) announced it renewed its deal with telecom Orange for the naming rights of its esports competition, e-Ligue 1. The LFP also renewed its deal with beIN Sports and Webedia to broadcast the competition (LFP).
