Pro14 side Edinburgh Rugby unveiled financial adviser Principal & Prosper as its new main club sponsor. The local business has been a supporter of the club since '15. Principal & Prosper's logo will be featured on Edinburgh's playing and training kit for the next three years (INSIDER.CO.UK, 6/13).
Fashion designer Paul Smith partnered with New Balance to produce "a unique boot and balls." Celebrating 30 years of New Balance's 576 trainer, Smith "has made use of his iconic stripe design, which is present on the tongue, heel counter and insole of the boot." As part of the collaboration, New Balance also produced three limited-edition balls (London DAILY MAIL, 6/13).
Durham, England-based retailer and content startup Footy.com is expanding with a base in Manchester. The company moved its new digital marketing team to The Sharp Project in Newton Heath. To mark the start of the 2018 World Cup, Footy.com launched a talk show dedicated to the tournament (BDAILY, 6/14).
Scottish Premiership side Heart of Midlothian announced its partnership with Save the Children was renewed for a further three seasons. Save the Children will be featured on Hearts' home and away kits. The partnership began in '15 (Heart of Midlothian).
The Tour de France named advertising firm Bostik its official partner for smart adhesives at this year's race. This will be Bostik's fourth year of association with the event (Bostik).
Supercars team Tickford Racing named digital health and wellness club Rabble.club the major backer of its #56 entry (Supercars).
Esports organization Fnatic announced a partnership with gaming festival organizer DreamHack Spain. The team will have a presence at DreamHack Valencia and DreamHack Seville this year, where Fnatic will run a "full Fnatic Shop" including apparel, Fnatic Gear and merchandise exclusive to DreamHack events (THE ESPORTS OBSERVER, 6/13).
Esports organization Counter Logic Gaming announced a partnership with website creation platform Squarespace. The partnership will include a relaunch of CLG's website using Squarespace, which will become a jersey sponsor for all CLG esports teams and will "commission a mural to be painted outside of CLG's new training facility" (THE ESPORTS OBSERVER, 6/13).
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