British Athletics confirmed an extension to its partnership with official teamwear provider Nike until '30. As well as its investment in the British team including all competing age groups and incorporating off-track disciplines, Nike will support the next generation of British athletes through increased support of the British Athletics’ Futures Program (British Athletics).
England Rugby unveiled its Canterbury home kit ahead of the upcoming autumn internationals. It is part of Canterbury's "Unbreakable Bond" campaign, which will be promoted by England players sharing their "individually strong, unbreakable as one" stories in videos as part of the launch (London DAILY MAIL, 8/7).
English Football League title sponsor Sky Bet kicked off the new season by giving every traveling League Championship side Derby County fan a free drink at the Stadium of Light. Derby County played Sunderland on Friday. As part of Sky Bet's Away Days initiative, all fans were entitled to a pint or soft drink alternative in the away concourse (EFL).
Scottish Premiership side Rangers announced Utilita Energy as its official energy partner for the '17-18 season. Utilita extended its presence at the club as back-of-shirt sponsor (Rangers).
Bundesliga side Werder Bremen announced H-Hotels as its sleeve sponsor for the '17-18 season. The company was previously the club's co-sponsor, and its logo will now be featured on the club's jersey sleeves as well as training kits and functional wear (Werder Bremen).
Polish side Piast Gliwice announced a two-year sponsorship deal with gambling operator LVbet (IGAMING BUSINESS, 8/7).
Basketball Australia announced a four-year apparel partnership with PEAK Sport. The sportswear brand will provide on-court, training and outerwear apparel for the junior and senior teams for wheelchair and able-bodies including U17, U19, U23, U25, as well as the Australian Gliders, Rollers, Boomers and Opals (Basketball Australia).
Virgin Media, via CURB, projected Usain Bolt onto the streets of London for a virtual victory lap to celebrate his career. The activity was captured in a film, titled #ARunningLegend, in which Bolt is seen running through well-known locations. The video culminates with Bolt finishing his victory lap at City Hall with a shot of the London skyline, where #ARunningLegend is projected onto the building to close the film (Virgin Media).
England Rugby partner O2 announced a new campaign in support of the England Women's Rugby Team. The campaign, which launched on Monday, leads with a video showing the best moments of the Red Roses. The video will be available on O2 Sports' social channels and across broadcast and programming video-on-demand services including Sky, ITV and All 4 (O2).
U.K. ice hockey side Cardiff Devils announced fashion retailer Peacocks as its title sponsor. The Welsh club will have Peacocks as its main sponsor for the next three seasons (Cardiff Devils).
Serie A side Juventus announced energy drink brand Beebad as a partner through '20. Beebad will be a global partner, with a presence in North, Central and South America, as well as Europe (Juventus).
British Rowing announced a long-term partnership with Pulsant as its official hosting solutions partner. Pulsant will design and host a platform for British Rowing's information technology systems. The platform will include storing performance data for the GB Rowing Team, running legacy systems and hosting a number of membership services online (British Rowing).
