Sony retailer Fifty One East "has renewed its deal" with the Qatar Football Association (QFA) to sponsor the Emir Cup for three more seasons. The knockout competition "brings together club’s from the top two tiers of Qatari domestic" football. The partnership originally began in '11 and "will be promoted across a range of platforms" (SOCCEREX, 4/24). ... Yatra.com has announced its partnership with Indian Premier League team Rajasthan Royals "as official travel partner" (INDIAN TELEVISION, 4/24). ... British football brand Chatham has signed a two-year extension to sponsor the Aberdeen Asset Management Cowes Week. Chatham will showcase its summer range in the retail arena at the sailing event (Chatham). ... Australian Football League side Brisbane Lions has extended its partnership with apparel partner BLK for four years (Lions). ... The shirt sponsorship agreement between La Liga side Athletic Bilbao and oil company Petronor "is in the air." The agreement signed in '08 and renewed three years later ends after the current season and it is "still not decided whether the refinery will remain the club's shirt sponsor." Among the companies that have "requested information about the cost of a shirt sponsorship with Athletic are two Asian investment firms" (MARCA, 4/24).
