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Volume 6 No. 235

Marketing and Sponsorship

McDonald's expanded its relationship with Leo Burnett London after "awarding the agency its global sports sponsorship activity for next year's football World Cup," according to Omar Oakes of CAMPAIGN LIVE. The Publicis Groupe agency, which works on McDonald’s U.K. business, won the account for the fast food company's World Cup sponsorship "after pitching against other roster agencies." It "follows the agency’s global McDelivery win," in which Leo Burnett is "creating advertising for McDonald’s home delivery service internationally." For the World Cup business, Leo Burnett has been tasked with "developing a global communications campaign that will roll out for the tournament," which kicks off in June '18 (CAMPAIGN LIVE, 8/16).

Cricket Australia and Lord's Taverners Australia announced a three-year partnership that will see LTA become CA's lead community partner. The organizations will create the Sporting Chance Fund, which will generate revenue through fundraising initiatives undertaken by LTA, with support from CA. The funds raised will help grow CA's "A Sport For All" program and initiatives focused on the engagement of girls and women, multi-cultural communities, Indigenous Australians and people with a disability. A Sport For All aims to grow cricket participation through entry-level programs, schools, clubs and modified programs (CA).

Sports and intelligence firm Sportradar announced that it will act as the lead integrity partner for the Brazilian Football Confederation (CBF), according to Ted Menmuir of SBC NEWS. The partnership will see Sportradar monitor matches across all CBF syndicated leagues. The CBF will integrate match monitoring using Sportradar's Fraud Detection System. Sportradar will also advise and consult CBF staff and stakeholders on "guidance with regards to match-fixing detection, game intelligence and prevention of sports crime" (SBC NEWS, 8/16). INSIDE WORLD FOOTBALL's Paul Nicholson reported Sportradar currently works with the Paulista, one of Brazil's regional leagues, as well as the Brasileiro, Brazil's second tier and the Brazil Cup. The new deal will "extend oversight across Série C and Série D" (INSIDE WORLD FOOTBALL, 8/16).

Monster Energy renewed its sponsorship deal with UFC fighter Conor McGregor, who has been part of the brand's MMA efforts since '15. The deal will see the energy drink's logo on McGregor's shorts for his Aug. 26 boxing match against Floyd Mayweather Jr., as well as his next UFC title defense. Coinciding with the renewal, Monster Energy shot a new 30-second spot that will run on TV and various digital platforms, including monsterenergy.com (Monster Energy). In London, Luke Brown reported McGregor is "expected to sign a raft of new sponsorship deals on the back of participating" in the Mayweather fight. McGregor has "posted pictures on his social media feeds showing him wearing Nike training equipment, increasing speculation he could announce another lucrative sponsorship deal" in the days ahead of the bout. Beats by Dre, Reebok and Bud Light join Monster Energy as McGregor sponsors (INDEPENDENT, 8/15).

Premiership rugby side Sale Sharks "inked a deal" with U.K. tour operator Thomas Cook Sport to be the club's travel partner. The firm will provide global travel for the club’s players and sponsor Tonga int'l Halani Aulika (BDAILY, 8/16). 

The Champions Hockey League announced Slovakian eye surgery firm iClinic as an official partner in a one-year sponsorship deal. The agreement -- negotiated by Infront Sports & Media -- will give iClinic exposure throughout the '17-18 CHL season. The company's logo will be featured on two rink boards in each arena, as well as on the official media and press conference backdrops (Infront). 

Bundesliga side VfL Wolfsburg announced audio company Monster as its official acoustic partner. A new and innovative sound system has been installed in the Volkswagen Arena in time for the start of the new season (VfL Wolfsburg). 

Ulster Women's rugby announced Deloitte as its principal sponsor for the next two years. Deloitte senior partner Jackie Henry said that the deal will give the game support at a "key time in its growth" (BELFAST TELEGRAPH, 8/16).

Ladbrokes announced it will "expand its existing relationship with social media content and fan engagement specialist The Ball Street Network." The betting company will act as lead sponsor of Ball Street Network YouTube channels "Arsenal Fan TV" and "The Redmen TV." Ladbrokes will also launch "Ladbrokes #FanFriday Show" (SBC NEWS, 8/16).

The Papua New Guinea Rugby Football League announced Oil Search will sponsor the first PNG female national rugby league team to participate in int'l events. Oil Search will be the naming rights sponsor for the PNG Orchids, which will participate in the annual PNG Prime Minister's XIII against Australia next month and the 2017 Women's Rugby League World Cup (LOOP PNG, 8/16).