Marketplace Roundup: Tour De France Owner ASO Launches L'Etape UK
Tour de France owner Amaury Sports Organisation announced the launch of geo-localized partnerships on a country level, giving brands the chance to associate with the Tour de France on a U.K.-only basis from '19. In addition, the rightsholder revealed plans to run a U.K. mass participation sportive alongside the Tour, which will be called L’Etape UK by Le Tour de France. L’Etape UK by Tour de France will be delivered by the U.K. subsidiary of A.S.O, Human Race, and will take place on July 14, on roads in the Chilterns outside London (SPORT INDUSTRY, 1/10).
Premier League side Huddersfield Town renewed its partnership with tailor Owen Scott for a third year. The company offers tailor-made suits along with a range of Orange Label suits (BDAILY, 1/10).
RFRSH Entertainment revealed the next stage in its long-term relationship with Audi. As part of a new three-year deal, the German automobile manufacturer will sponsor RFRSH’s League of Legends team, Origen, and various yet-to-be announced esports and digital projects (THE ESPORTS OBSERVER, 1/10).
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Scuderia Toro Rosso Formula 1 partnered with HR firm Randstad Italia, a leader in human resource services. The Randstad logo will be featured on the drivers’ race suits and pit crew helmets (SPEED SPORT, 1/10).
British Cycling announced University of East Anglia as the official sponsor of the 2019 U.K. National Road Championships, which will be held from June 27-30 (British Cycling).
Serie A sent an official letter to the Italian Ministry of Economy & Finance and the Italian Competition Authority (AGCOM) asking for the "next steps" following the ban of sponsorship and advertisement for gambling operators. The question is if the exception for the existing gambling advertisement deals "can be valid" for sponsorship deals too (AGIMEG, 1/9).