Football Federation Australia announced Australian sporting and leisure equipment retailer rebel as a supporting partner of the W-League. Rebel will also be the naming rights partner for the Play Football campaign and Female Football week for the next three years (W-League).
League Championship side Brentford renewed its partnership with telecom Boosh 365. The two parties have worked together for five years (Brentford).
McLaren Formula 1 announced a four-year partnership with luggage company LAT_56. The Scottish brand joins McLaren in a multi-faceted agreement that will see the team carry LAT_56 luggage items during the '18 season (McLaren).
Serie A side Juventus signed a regional partnership with F66.com including the use of the brand and image of the team for promotion of its services in Asia (excluding China, Vietnam and Thailand). The deal will last through '20. The partnership will involve competitions such as "Fly with the Team," which will allow some fans to travel with Juventus for a European match (Juventus).
World heavyweight champion Anthony Joshua signed with Unilever-owned deodorant brand Lynx to "launch a new limited-edition range." Dovetailing with a fan participation campaign led by TMW Unlimited, the fortnight-long campaign "will encourage people to track down cans of the limited-edition deodorant which have been secreted around the country to win tickets for Joshua’s next fight" (THE DRUM, 10/17).
Australian Football League side Richmond announced a partnership with VicHealth. One of 13 sporting organization selected, Richmond will support VicHealth's This Girl Can-Victoria campaign by working with the health promotion foundation to raise the profile of women's sport (Richmond).
The Pro League Committee, the organizer of the Arabian Gulf League, announced a partnership with sports data and technology firm Sportradar. The deal sees the PLC house Sportradar’s regional office and become the company’s regional partner, while Sportradar "will provide statistics for all PLC competitions and provide content for PLC’s social media channels" (GULF NEWS, 10/17).
South African Premier Soccer League side Mamelodi Sundowns entered a three-year partnership with Hyundai. The deal will see Hyundai's logo featured on the club's sleeve. The company will also sponsor the club's dugout, while the ball boys and girls at home matches will wear shirts with Hyundai's logo (Sundowns).
