Cruzcampo owner Heineken España said in a statement that its decision not to renew its sponsorship of the Spanish Football Federation (RFEF) was made "for commercial reasons only." Heineken added that "this was the only reason the deal was terminated," and "not for other reasons that were perceived based on what a media outlet published." It was reported earlier this week that the deal was terminated because Heineken was bothered by comments by RFEF President Luis Rubiales (EFE, 7/12).
Paris St. Germain and Renault agreed to a three-year partnership. The two parities will work together to launch publicity campaigns in France and abroad. The deal will also include digital cooperation through social media and on the club’s official website (PSG).
Premiership Rugby side Bath Rugby agreed to a five-year strategic partnership with Dyson in which the global engineering firm will continue its title sponsorship of the club. Dyson, which has been the club's title partner since '14, will continue to be the main brand on all club kits. In addition, the firm will remain the naming rights holder of the East Stand at the Rec. Dyson will also continue to support The Clash, a regular season top-flight game for Bath at Twickenham (Premiership Rugby).
Scottish Premiership side Celtic released a special-edition "lego bus" to commemorate the parade celebrating consecutive trebles and fans are "not happy about the price." The bus, which is a replica of the one which took the team to Celtic Park following its Scottish Cup victory over Motherwell earlier in the season, includes "five celebratory players and a trophy." The brick puzzle bus costs £69 ($91.19) (SCOTSMAN, 7/12).
Premiership Rugby side Newcastle Falcons announced Stelrad Radiator Group as its principal partner. The company's name and logo will be featured on the front of the club's playing shirts during the two-year partnership, which has an option for a third year (Newcastle Falcons).
The Evolution Championship Series formed its second partnership this year with NISSIN Cup Noodles. The instant noodle company will have a booth at Evo 2018 "and will implement social media activations, including a giveaway for a free pass to attend the first two days of the tournament" (THE ESPORTS OBSERVER, 7/11).
For more coverage of the business of esports, visit our partners, esportsobserver.com.
