Premier League side Leicester City announced a deal making online bookmaker W88 its official betting partner for the '18-19 and '19-20 seasons. W88 will be able to leverage Leicester's brand in its marketing activities, develop unique content with the club's players and benefit from brand exposure on pitch-side LED advertising (Leicester City).
World Sailing extended its partnership with SAP, which will serve as the official technology partner of the Hempel Sailing World Championships Aarhus 2018, the primary Tokyo 2020 sailing competition qualification event. SAP has provided solutions to World Sailing's World Cup Series for more than a year (World Sailing).
Arena Racing Company announced betting exchange property BETDAQ agreed to sponsor the starting stalls of nine U.K. racecourses in '18. The deal, which covers up to 1,000 races, will allow BETDAQ's brand to be shown on starting stalls at any unsponsored flat meeting on ARC racecourses, "including live races across the summer on At The Races and Sky Sports" (SBC NEWS, 6/28).
