ITV signed Budweiser, Volkswagen and Screwfix to sponsor its coverage of this summer's World Cup. Budweiser will receive 50% of the sponsorship idents, with the other two brands getting 25% each. Each match will feature all three brands. ITV will show half of the tournament's 64 games (CAMPAIGN LIVE, 5/15).
UEFA signed a three-year agreement with Hankook Tire, which will continue as an official partner of the Europa League through the '21 edition (UEFA).
ManU extended its partnership with mattress and pillow provider MLILY. The company's ability to work with the club's elite coaching staff and sports science team has allowed it to create bespoke sleeping environments for each player (ManU).
Bundesliga side Schalke will be the official club of U.S.-based grassroots football tournament Kick It 3v3. The club will reach more than 30,000 youth players through more than 65 events (Schalke).
The German FA (DFB) announced Samsung as its official technological partner. The company will support Germany's men's and women's national teams and get involved with the DFB's academy in Frankfurt (DFB).
Online sportsbook and casino brand MansionBet was announced as the title sponsor of two races at York Racecourse. The sponsorship begins with the MansionBet Yorkshire Cup on Friday and will be followed by the MansionBet Sprint on May 26 (SBC NEWS, 5/16).
French esports organization Team Vitality announced an exclusive partnership with Infront. Team Vitality competes in League of Legends, Call of Duty and FIFA tournaments, among others (Infront).
Indian esports organization Nodwin Gaming selected London-based sponsorship agency Hugh Holland to sell its int'l esports sponsorship rights for events through February. The move follows a majority investment in Nodwin by Indian mobile game developer Nazara Technology (THE ESPORTS OBSERVER, 5/16).
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