McLaren Formula 1 and Estrella Galicia announced a long-term partnership. The Spanish beer company's logo will be featured on McLaren's F1 cars as well as on the team's drivers. It is the first new sponsorship deal announced by the Woking-based outfit this year, and will "help Estrella Galicia promote its flagship non-alcoholic beer Estrella Galicia 0,0" (F1i.com, 1/30).
Sports betting operator bwin expanded its partnership with the German FA (DFB) and will "continue to work with the sport’s national governing body on a range of marketing and integrity projects." The renewed deal will run through '22. Bwin will take advertising rights for the DFB and the country’s various national teams, in addition to the DFB Cup, 3. Liga and Women's Bundesliga (IGAMINGBUSINESS.com, 1/31).
Cricket South Africa and New Balance announced the extension of their contract that makes the brand the official apparel and footwear supplier to CSA for a further five years. New Balance will supply team kits and products to CSA, its teams, staff and players and will be CSA’s official merchandising partner. The contract runs through '23 (INSIDE SPORT, 1/31).
The Int'l Tennis Federation and Kosmos Tennis announced La Liga will become an official sponsor of the Davis Cup for the next four years. La Liga will promote the Davis Cup Finals through its int'l broadcasts in Europe, Asia, Africa, the U.S. and Latin America. The campaign will air during La Liga matches throughout October (La Liga).
World Archery and Hyundai Motor Company extended their partnership for three years following the conclusion of their initial agreement that began in '16. The new deal runs through '21 (World Archery).
Intel UK and ESL UK extended their partnership through '19. The tech company and the U.K. branch of the esports events operator first worked together in '14 (GAME REACTOR, 1/31).
Lidl Ireland will sponsor the Ladies Gaelic FA for the fourth year in a row. The retailer will invest €250,000 ($286,000) in a nationwide school campaign through which 159 post-primary schools across the country will receive jerseys and equipment for their teams (IRISH TIMES, 1/29).
