Atlético Madrid named Alfa Romeo an official automotive provider for the '17-18 season. Atlético players, coaches and execs will be provided Alfa Romeo vehicles including the new Alfa Romeo Stelvio, the Italian brand's first SUV (MARCA, 8/9).
League Championship side Leeds United announced a digital partnership with technology provider ADI to bring LED perimeter advertising boards to Elland Road. The new system will run around all four sides of the pitch and will also produce crowd-facing content. A new mid-tier strip will run between the two tiers of the East Stand (Leeds United).
Premier League side Stoke City named Currencies Direct its first official forex partner. The multi-year partnership gives Currencies Direct a presence at bet365 Stadium on matchdays, which will allow the company to showcase its products in the U.K. and overseas markets (Stoke City).
Int'l drone racing organization DR1 Racing announced the title sponsors and locations for the '17 season airing on Eurosport and Fox Sports internationally. Logistics firm DHL is a founding partner in DR1 and the title sponsor of the Champions Series. In addition to DHL, Mountain Dew is returning for a second year as the presenting sponsor. The series' new name will be the DHL Champions Series fueled by Mountain Dew. Joining DHL and Mountain Dew as sponsors of the Champions Series are drone brand Air Hogs and the U.S. Army (DR1 Racing).
The Welsh Premier League announced a three-year deal with sportswear brand JD Sports. The brand will also sponsor the Welsh Cup, replacing betting firm Dafabet (LEADER LIVE, 8/9).
Bundesliga side RB Leipzig agreed to a two-year extension of its partnership with fruit juice brand Rauch. The brand will remain the club's official vitamin partner through the '18-19 season. Rauch will also receive advertising space on pitchside LED bands at the club’s home ground (SOCCEREX, 8/7).
Bundesliga side Werder Bremen named Berlin-based shoe brand Collonil a regional sponsor (Werder Bremen).
A-League side Newcastle Jets partnered with energy management company Veolia. The brand will have a presence on the A-League and W-League teams' shirt sleeves (Newcastle Jets).
Lander Sports announced it reached a "strategic agreement with Yiwu city government of Zhejiang Province." This agreement will see the two sides integrate Yiwu’s sports resources with Lander's operation skills of sports ecosystems "to promote the sustainable development of the city’s sports industry." The pair is "also looking to create platforms for introducing mass participation events and competitive sports." Lander Sports is expected to make a 4B yuan ($600M) investment to build a 741-acre sports town (YUTANG SPORTS, 8/9).
