Cadbury Boost was unveiled as the official chocolate bar of the Irish Rugby Football Union at the launch of the new partnership between Cadbury and the IRFU. The partnership also sees Cadbury Boost become the official sponsor of Touch rugby as the IRFU looks to develop the sport nationwide in '15 (IRFU). ... EPL side Southampton entered into a partnership with U.K. vitamins, minerals and micro-nutrients supplier Healthspan Elite. Healthspan Elite has become an official nutrition partner to Southampton and exclusively the official vitamin supplier. In the first partnership of its kind for Saints, the club will collaborate with Healthspan Elite by sharing data and working toward developing new products specifically created to enhance the performance of Southampton players (Saints FC). ... Super League rugby announced that payment management specialist AFEX has become a partner of the 2015 World Club
Series (Super League). ... Men's grooming brand Black Knight has been named the official personal care partner in Sri Lanka Cricket's grooming category (Sri Lanka Cricket).
... Chilean wine producer Concha y Toro's Cono Sur brand has signed up as official wine of the Tour de France for the next three years. Concha y Toro said that last year's sponsorship of Le Grand Départ helped Cono Sur to achieve almost 100% growth year on year overall. Cono Sur is planning a raft of promotional activities around the event. In the U.K. Cono Sur Bicicleta will feature Tour de France branding on pack throughout the sponsorship period, as well as being the focus of a radio advertising campaign and heavy in-store marketing (HARPERS, 2/18). ... The ATP and sunglasses brand Maui Jim announced a three-year global partnership in which the brand will become the official eyewear of the ATP World tour. Maui Jim will be the official supplier of the ATP World Tour and season-ending ATP World Tour Finals at the O2 in London (ATP).
