Portuguese side Porto renewed its partnership with Super Bock. Under the terms of the deal, the Portuguese beer brand will continue to serve as a main sponsor of the club through '24. Super Bock will "benefit from brand exposure on the team’s playing kit, training gear and other equipment." The company will also be promoted at Porto’s Estádio do Dragão stadium and support the club’s handball, basketball, roller hockey and cycling teams through its Vitalis water brand (SOCCEREX, 6/7).
La Liga and Samsung Spain announced a renewal of their agreement for the next three years. Samsung will continue to provide innovative technological solutions for the Spanish league. The La Liga brand will be featured in Samsung’s global content and services, including customized La Liga-themed designs (La Liga).
The UEFA Champions League brand for the '18-19 season has a new look, based on a concept called "Highlighting moments that make the ultimate stage." The connected stars from the "starball" in the Champions League logo are the centerpiece of the new brand identity. The branding was designed to be more flexible, while building on established elements such as the anthem, the stadium and the trophy (UEFA).
Lagardère Plus will execute a variety of activities for electronics and home appliance company Hisense around its sponsorship of the 2018 World Cup. This includes a roadshow and social media content campaign called the "See the Incredible Tour," activation of a global conference event and the management of commercial display areas at fan fests in St. Petersburg and Moscow (Lagardère Plus).
Man City owner City Football Group partnered with Etihad Airways and Hays for an all new content series -- "Flying Fit." As part of the game, football payers can clock up a number of air miles during the season and when representing their countries (City Football Group).
Bayern Munich and digital sports content and media group Perform announced a content and sales partnership focusing on Latin America. The agreement gives brands the opportunity to engage with Bayern Munich and Perform (Bayern Munich).
Arsenal unveiled its new away kit for the '18-19 season. The shirt "could be the last to be designed by Puma," with the club entering the final year of its contract with the brand. The navy blue away kit features a dark red strip running horizontally across the center of the shirt and around the sleeves (London TELEGRAPH, 6/7).
Turkish Basketball Federation partner Infront secured Lenovo as the main sponsor for the upcoming season of the Basketbol Süper Ligi. The agreement will run through the '18-19 season (Infront).
All-natural performance and lifestyle apparel brand Tasc Performance partnered with two upcoming PGA Tour events, The Northern Trust and Tour Championship. Tasc Performance also signed three-time PGA Tour winner Scott Stallings to serve as a brand ambassador (tasc Performance).
Roland Garros announced Lacoste renewed its partnership for seven more years, through ’25. The French clothing brand has been an official partner of the French Open since ’71. Lacoste will continue to supply the clothes for line judges and ball persons, and the brand will also produce co-branded products with Roland Garros (SPORT BUZZ BUSINESS, 6/7).
Top14 side Union Bordeaux Bègles announced banking group Arkéa as its new front-of-shirt sponsor. The deal will run for five years starting next season (UBB).
Turtle Beach added Infinite Esports & Entertainment franchise Team Allegiance to its portfolio. Turtle Beach will provide headsets to gamers competing in Rocket League, Super Smash Bros. Melee, Arena of Valor and Clash Royale (THE ESPORTS OBSERVER, 6/6).
ESL "continues to build hype around its esports festivities" at this year’s Electronic Entertainment Expo (E3). Not only will the company host the first major offline event for the North American Arena of Valor scene, but it extended the invitation to H4X.gg -- an esports targeted performance wear brand (THE ESPORTS OBSERVER, 6/7).
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