The Northern Ireland Football League announced insurance broker Bluefin Sport as the new title sponsor of the Championship and Premier Intermediate Leagues. The deal will last for three seasons. Neither division had a title sponsor last season (BELFAST TELEGRAPH, 7/31).
Free-to-air channel Sky Sports Mix announced gym and sports retail company DW Fitness First as its first sponsor. It is the first brand campaign from DW Fitness First since it acquired London-based gym chain Fitness First last year. The one-year deal was brokered by Electric Glue (CAMPAIGN LIVE, 7/31).
Premier League side Stoke City announced an official partnership with payment solutions company AstroPay. The company will have a branding presence on commercial inventory at Stoke City's home ground (Stoke City).
The Caribbean Premier League announced Powerade as the official hydration sponsor for the tournament which begins on Friday and runs through Sept. 9. Powerade will also work as a partner with the Trinbago Knight Riders, Jamaica Tallawahs, Barbados Tridents and St. Kitts & Nevis Patriots (LOOP TRINIDAD & TOBAGO, 7/31).
British Rowing announced a long-term partnership with MSC Nutrition. The company will become British Rowing's official performance nutrition partner and provide the team with nutritional products required for training and competitions (British Rowing).
Allied Irish Bank and ad agency ROTHCO launched "Jeff and Kammy's Journey to Croker" in support of AIB's sponsorship of the Gaelic Athletic Association Senior Football Championship. Sky Sports commentators Chris Kamara and Jeff Stelling will be featured in an eight-part branded entertainment series that will see them learn about the GAA (ROTHCO).
Sri Lanka Cricket announced Coca-Cola entered into a three-year partnership as its official carbonated beverage partner from '17-20. The partnership covers all inbound tours and matches in Sri Lanka (Sri Lanka DAILY MIRROR, 7/27).
