Organizers of the Irish Open extended their sponsorship deal with Dubai Duty Free, "further securing the future of the tournament." Dubai Duty Free will remain the headline sponsor of the event for two more years, with an option of two further years, "potentially taking the deal up until" '22. The event will remain within the Rolex Series in the European Tour (RTÉ, 5/9).
Carmaker SEAT will be one of the sponsors of the Spanish national team during the 2018 World Cup and Euro 2020. SEAT's deal with the Spanish Football Federation (RFEF) as the official car of La Roja will run through March '21 (MUNDO DEPORTIVO, 5/9).
The Ladies Gaelic Football Association received a €3M ($3.56M) investment and additional three-year sponsorship from supermarket company Lidl, which will continue as the official retail partner and title sponsor of the Ladies National Football Leagues. It is one of the largest investments in women's sport by a sponsor in Europe (LGFA).
Infront and software company Vizrt partnered to bring a non-intrusive virtual advertising solution to the IIHF Ice Hockey World Championship for the first time. Four rink boards of 4m each at the Royal Arena in Copenhagen were virtually overlaid and deployed on the corner boards as well as the straight boards behind the goals during the tournament (Infront).
Man City revealed its home kit for next season. The new design "draws inspiration from key moments in the club's history" and was worn for the first time on Wednesday for the last home game of the season against Brighton. The shirt is a traditional Man City blue color with dark blue stripes along the arms and shoulders while the neckline features a V-neck with a button on the collar (MANCHESTER EVENING NEWS, 5/9).
British rider Oliver Townend "could lose his sponsors ahead of the World Equestrian Games after being warned for excessively whipping his horses at the Badminton Horse Trials." The 34-year-old was "widely criticised" for his treatment of both his horses during the cross-country phase at Badminton last weekend. Showjump manufacturer Jump 4 Joy said that it "will assess its future links with him." Irish company GAIN Equine Nutrition "will review the incident before making a decision" (London DAILY MAIL, 5/8).
Japanese porn star Yua Mikami was hired by betting company Macauslot "to help promote its activities" ahead of this summer's FIFA World Cup. She will be featured at a screening of the tournament final on July 15 "in the former Portuguese enclave" (SOUTH CHINA MORNING POST, 5/9).
Ligue 2 side Valenciennes announced Acerbis as its new equipment provider. The Italian company has a long history in motorsport and will be a major partner for the club. Lagardère Sports brokered the deal (VAFC).
