La Liga side Atlético Madrid has signed a new sponsorship deal with the Republic of Azerbaijan until June '15. The club made the announcement on Saturday, "taking advantage of the build-up" to Sunday's match against Real Madrid "to break the news, which comes after months of negotiations." The "new deal was made official" behind "closed doors just a stone's throw from the banks of the Manzanares river." All the coaching staff "turned out for the occasion," as did Atlético President Enrique Cerezo (MARCA, 3/2). ... Int'l media rights company MP & Silva announced the expansion of its presence in the Asia-Pacific region with the launch of its Taiwan office. This underlines MP & Silva's commitment to its partnership with the Chinese Professional Baseball League after being appointed the league's exclusive adviser for media rights sales and game production in February (MP & Silva). ... Infront Sports & Media is the new marketing partner of German 2nd Bundesliga club SC Paderborn and 3rd League side Chemnitzer FC. The current sponsorship agreements remain unaffected (Infront Sports & Media). ... EPL Sunderland has formed a partnership with retailer Cruise that sees the brand become Sunderland's official suit provider through the '14-15 season. Cruise will enjoy various rights including LED perimeter and jumbo screen advertising at the Stadium of Light along with matchday program advertising at home games (Sunderland). ... LeadOff Sports Marketing has been hired by J.League Sagan Tosu's parent company, Sagan Dreams, as its Asia/Global business consultant and adviser (LeadOff Sports Marketing). ... Austrian betting firm Tipp3 has "extended its agreement" with Austria's national football federation "despite its decision to withdraw from its role as title sponsor of the country's top league at the end of this season" (SOCCEREX, 2/27).
PREMIERSHIP RUGBY DEALS: Premiership Rugby announced that car mechanic company Green Flag will become an official sponsor for the next two seasons. Green Flag will engage rugby fans through free motor "health-checks" in club car parks. Free travel advice will also be offered via real-time alerts, providing away fans with help getting to games on time (Premiership Rugby). ... Premiership Rugby on Friday announced a partnership with News UK that gives News UK's members access to post-match clips of Premiership matches. Online and app members of The Sun, London Times and Sunday Times will have access to clips of each game via smart phone, tablets and PCs (Premiership Rugby).
