Energy company Vattenfall "decided to end its title sponsorship after the 20th annual Cyclassics in '15." Vattenfall "did not provide specific details of the deal, but said its value is in the six-digit euro amount range." The one-day cycling race "will start in Kiel on Aug. 23" (HAMBURGER ABENDBLATT, 12/17). ... German production company wige Media will become an official partner of charity Deutschen Sporthilfe starting in '15. As part of the four-year deal, Wige will provide strategic advice, support communication measures and give event and technical support free of charge (wige Media). ... BMW Golfsport and UFA Sports have announced a comprehensive partnership. The Hamburg-based agency will operate as the exclusive marketing agency of the BMW International Open 2015 and 2016.
The cooperation includes the marketing of sponsorship, exhibitor and hospitality rights as well as the support of partners and exhibitors at the BMW International Open 2015 in Munich Eichenried and 2016 in Golf Club Gut Lärchenhof near Cologne (UFA Sports). ... Dutch Eredivisie side Ajax "has agreed to a new partnership with Kras, which will see the company become the club's official travel supplier." Kras will organize official club fan trips to European matches and training camps over the next five years (SOCCEREX, 12/17).
IN THE GAME: Ligue 1 side AS Monaco has "renewed a licensing deal with video game publisher EA Sports."
The agreement "will see EA continue to benefit from the use of the team’s logo, and the likenesses of their players," in its FIFA games series (SOCCEREX, 12/17). ... The European Tour and Hilton Worldwide announced that the world’s largest hospitality company is to become the Tour’s official worldwide hotel supplier. The three-year deal begins in '15. The initial arrangement will see Hilton host Tour staff in its many properties that have proximity to events taking place across the world, particularly in Europe, the Middle East, Africa and Asia Pacific. The agreement will see Hilton advertising on The European Tour’s various channels, including europeantour.com
(European Tour). ... Aircel Chennai Open entered into a new association with tennis retailer Tennishub.in as official merchandise partner of the tournament, which is celebrating its 20th edition in '15. Tennishub.in will provide a range of exclusive collectibles and memorabilia, a mini tennis court and provide the ACO Mascot. A number of products have been designed for the event by Tennishub and include t-shirts, caps and polos, big balls and key chains (Chennai Open).
IN AUSTRALIA: Super Rugby side New South Wales Waratahs and CGU Insurance have signed a three-year partnership that will see CGU as the official insurance partner. The brand will also be featured on the lower back of the '15 Waratahs jersey as the club looks to secure back-to-back championship titles (Waratahs). ... Super Rugby side Rugby Western Australia and the Western Force have entered into a major partnership to promote Alcohol.Think Again. The partnership with the state government’s health promotion body, Healthway, will promote the importance of drinking in moderation and raise awareness around the dangers of excessive alcohol use, in addition to encouraging other important health initiatives. The Alcohol.Think Again health message will be featured across the back of the Western Force playing jersey and training strip (RugbyWA). ... The Australian Grand Prix Corp. announced Fine Wine Partners as its wine supplier for the F1 Australian Grand Prix and Australian Motorcycle Grand Prix events until '16. A selection from the Australia and New Zealand wineries will be offered to attendees at this year's grand prix (Australian Grand Prix Corp.). ... The Apia Int'l Sydney 2015 welcomes RaboDirect Australia to its family of event sponsors. The Apia Int'l Sydney is part of the Emirates Australian Open Series which also includes the Hopman Cup (Perth), Brisbane Int'l, Hobart Int'l and the World Tennis Challenge (Adelaide) (Apia Int'l).
