Bundesliga club Fortuna Dusseldorf has extended its partnership with Coca-Cola for another three years until '16. The company will continue to provide non-alcoholic beverages to fans at the Esprit Arena (Fortuna Dusseldorf). ... The German Olympic Sports Association (DOSB) has extended its long-term partnership with shoe manufacturer Sioux. The company will be the official shoe partner of the German Olympic team during the 2014 Sochi Winter Games and 2016 Rio Summer Games (DOSB). ... Man City announced it has renewed its partnership with Heineken. The Dutch brand, now in its 136th year, will continue to serve as City's official U.K. beer partner on matchdays and during summer concerts until the end of the '17-18 season. As part of the four year-deal which is exclusive to the U.K. and the Etihad Stadium, the drink company's top selling brands, which include Foster's, Heineken, Strongbow, Bulmers, Amstel and John Smith's, will be served in the ground's concourse bars and hospitality facilities (Man City).
TAIWAN TIRE TIE-IN: ManU announced a sponsorship agreement with Taiwan tire manufacturer Federal Corporation. The three-year agreement will see the company become the Premier League champions' official tire partner in Russia and Taiwan (ManU). ... Arsenal midfielder Santi Cazorla "has signed a long-term deal" with Puma. The Spanish int'l "will mark the start of his new partnership by wearing Puma's evoSPEED 1.2 football boots" during the North London derby against Tottenham on Sunday (SPORTS MOLE, 8/28). ... EPL side Crystal Palace announced Holler Watches as the official timing partner for the '13-14 season. The initial one-year partnership will see Holler promote its brand at Selhurst Park throughout the '13-14 campaign and work with the club on a range of brand and marketing initiatives over the coming year (Crystal Palace FC). ... Bundesliga club Borussia Dortmund "has extended its sponsorship deal" with tire manufacturer Hankook until '15. The Korean company has backed the club since '09 and will continue to serve as a champion partner -- "Dortmund's top sponsorship tier below that of main partners Evonik Industries, Signal Iduna and Puma" (SOCCEREX, 8/28).
FEELING THE STING: Premiership rugby side London Wasps announced a sponsorship deal with CVS, Britain's largest business rates specialists, which becomes the club's official main sponsor. The CVS brand will sit on the front of all London Wasps playing shirts and the back of the players' shorts this season, as well as on replica shirts and training kit (London Wasps). ... Squash World No. 1 Nicol David signed on "to become the ambassador to the KLM Royal Dutch Airlines." The seven-time world champion "has been training in Amsterdam for the past 11 years" (THE STAR, 8/28). ... Lindt Italia, the Italian arm of the Swiss chocolatier, has been named as the new title sponsor of the 70th Open de Italia, which takes place from Sept. 19-22 at Golf Club Torino (European Tour).
