Wolves have announced ‘below-the-waist’ grooming products brand Manscaped as its first Official Male Grooming Partner.
The brand has recently signed similar deals across different sports, unveiling partnerships with UFC, and the San Francisco 49ers, as well as Rugby League side the Sydney Roosters.
Founded in 2016, California-based brand specialises in ‘below-the-waist’ grooming and hygiene for men and is active across the UK, US, Australia, and Canada.
Vitality has become the new sponsor of the Women’s FA Cup, signing a deal with The FA which will run for a three-year period.
The health and life insurance and investment company will sponsor the competition until July 2023, and will see the tournament rebranded as the Vitality Women’s FA Cup.
According to The FA, Vitality will use the partnership to help drive visibility of women’s football and will aim to inspire more girls and women to take up football or other sports.
Budweiser has announced a long-term partnership with Barcelona star Lionel Messi.
Celebrating his journey to the pinnacle of global football, the partnership kicks off with a new film, entitled ‘They Say’, which aims to inspire fans never to give up on greatness by highlighting the struggles Messi has overcome in his career.
The International Paralympic Committee (IPC) has announced that The Coca-Cola Company has become one of its Worldwide Paralympic Partners.
The new partnership includes worldwide marketing rights to the IPC and Paralympic Games until 2032, and comes as a result of the IOC-IPC long-term collaboration, which was signed in 2018.
Coca-Cola Japan was an existing Gold Partner of the Tokyo 2020 Paralympic Games, but the new deal with the wider group will see the company communicate the transformational impact of the Paralympic Movement to a whole new audience.
PepsiCo has signed a new five-year partnership with UEFA to sponsor its women’s football competitions.
The agreement will see the company’s brands including Pepsi Max, Lay’s, and Gatorade support women's football at all levels until 2025, becoming the Main Partner of the UEFA Women's Champions League and the UEFA Women's EURO, as well as youth-level competitions and futsal.
PepsiCo, which has been a UEFA partner since 2015, will also become the Main Partner of UEFA's Together #WePlayStrong programme, which is aimed at encouraging more girls and women to play football.
Spotify has signed a ‘first-of-its-kind’ partnership with Riot Games which will see the audio subscription service become the Official Audio Streaming Partner for a host of League of Legends Esports global events.
The multi-year deal sees Spotify join up with Riot for the LoL Esports World Championship, the Mid-Season Invitational and the All-Star Event, with the partnership kicking off ahead of the World Championship on 25th September.
London Marathon Events has announced that Flora, which served as the headline sponsor of the London Marathon from 1996 to 2009, will return to the race in a new partnership, running from 2020 until 2023.
Arsenal have unveiled Cadbury as the club’s Official Snacking Partner in the brand’s latest deal with a Premier League football club,
Leeds United have announced that global sports betting brand SBOTOP will become the club’s new Principal Sponsor in what the newly-promoted Premier League club says is the biggest commercial deal in its history.
Chelsea has announced a new partnership with Mondelez International to make the food and drinks brand Cadbury the Premier League side’s Official Chocolate Partner.
The club says the deal will seek to support entrepreneurs and small businesses through the support of the Chelsea Foundation’s Edge of the Box Club.
The Sport Industry Daily
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