Indian Premier League side Chennai Super Kings announced building materials maker HIL will sponsor the club this season. Behind the decision to associate with IPL is the firm's "emphasis on connecting its brands to a wider customer base" (THE HINDU, 1/9).
The Badminton World Federation secured a "wide-ranging four-year partnership" with HSBC. The int'l banking group will "become the main global partner of the governing body and serve as the title sponsor of the new HSBC BWF World Tour and the HSBC BWF World Tour Finals." HSBC will also become the "premier sponsor for a host of other major BWF events" and was named a global development partner of the BWF (ASIA SPONSORSHIP NEWS, 1/10).
The Mexican Football Federation (FMF) announced a multi-year partnership with Daisy Brand. Daisy becomes the official sour cream of the Mexican national team's annual U.S. tour. Daisy will receive exclusive promotional rights during the tour. The deal was brokered by Soccer United Marketing, which has represented the team's U.S. tour for more than 15 years. Terms were not disclosed (Ian Thomas, SportsBusiness Journal).
The Canadian Football League announced a partnership with Sport Clips Haircuts. Sport Clips will have engagement with the CFL at the Grey Cup and throughout the playoffs. Sport Clips is also the presenting sponsor of CFL podcast "The Waggle" (CFL).
