UK Athletics agreed to "what is understood to be a new 10-year deal" with its current kit supplier, Nike. The national governing body is due to announce the extension of its partnership with the American sportswear company during the IAAF World Championships London 2017. The current deal with Nike runs until '20 and was said to be worth around £15M ($19.7M) in cash and "value in kind" (London DAILY MAIL, 8/2).
Rugby League World Cup 2017 announced Australian telecom Telstra as the official telecom and technology partner of the tournament in Australia and New Zealand. Telstra will receive brand integration at matches played in both countries through in-stadia, virtual and LED signage (National Rugby League).
Warwickshire County Cricket Club extended its official playing and training kit partnership with PlayerLayer to supply the Warwickshire and Birmingham Bears teams until at least the end of the '19 season. PlayerLayer, which signed its first partnership with Warwickshire CCC in early '17, will work with the club to develop a new Warwickshire shirt for one-day cricket and a new Birmingham Bears T20 shirt in the '18 season (Warwickshire CCC).
League Championship side Sheffield United signed a three-season deal with gambling company Ladbrokes to provide betting services at its Bramall Lane stadium every matchday. The partnership will also give Ladbrokes a presence on Sheffield United's official club social media channels (INTERGAME, 8/3).
A spokesperson for dating app Tinder confirmed the company is "exploring the possibility of a sponsorship deal" with ManU. Reports emerged of a deal of around £12M ($15.8M) a year to have the app advertised throughout the '17-18 season (London DAILY MIRROR, 8/3).
The NHL Columbus Blue Jackets partnered with Scotland-based BrewDog and "will make the company's locally brewed beer available" during the team's games. It is BrewDog's "first U.S. sports partnership." Financial terms were not disclosed, but the agreement includes BrewDog's sponsorship of a "digital feature showing dogs adoptable through the Capital Area Humane Society, among other promotions" (COLUMBUS DISPATCH, 8/3).
Real Madrid renewed its sponsorship agreement with EA Sports (Real Madrid).
