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Mastercard backs women’s football with Arsenal & Lyon deals

Mastercard has stepped up its commitment to women’s football by signing sponsorship deals with Arsenal and Olympique Lyonnais.

It becomes the first major official partner of Arsenal Women Football Club, the recently-crowned Women’s Super League champions. The length of the agreement was not disclosed.

The length of the company's deal with Lyon was also not disclosed. Lyon on Saturday won the UEFA Women’s Champions League for the fourth year in a row and the club has also won the French league title for the past 13 seasons.

European Tour teams up with Enterprise Rent-A-Car

The European Tour has agreed a three-year partnership with Enterprise Rent-A-Car.

In addition to supporting all 46 events in 31 countries throughout the 2019 Race to Dubai competition, Enterprise Rent-A-Car will be an official supplier at European Tour tournaments in the UK, France, Germany, Spain and Ireland.

During the Race to Dubai season, players, staff and fans will have the opportunity to experience Enterprise Rent-A-Car’s customer service, as well as a wide selection of vehicles at more than 1,000 locations across Europe.

BOA feeds sponsor portfolio with McVitie’s deal

The British Olympic Association (BOA) has agreed a new partnership with biscuit brand McVitie’s.

The producer of products such as McVitie’s Digestives, Hobnobs and Jaffa Cakes, will back Team GB until the end of 2020, a period which will include next year’s Summer Olympic Games in Tokyo.

The partnership will be activated through consumer promotional activities, retail partnerships and internal colleague programmes.

Southampton signs record sponsor deal with China’s LD Sports

Southampton has unveiled Chinese sports content, marketing and entertainment platform LD Sports as its new main shirt sponsor in a three-year deal.

Financial terms of the deal were not disclosed but Southampton confirmed the agreement marks the biggest in the Premier League club’s history. The deal runs until the end of the 2021/22 season.

LD Sports is a brand-new platform and is set to launch this summer in the Chinese market. Full details of the www.ldsports.uk website will be revealed in due course.

Audi & Tottenham - Stay True

Audi UK has called on Tottenham Hotspur’s iconic cockerel to star in its latest video to promote its partnership with the Premier League club.

The video has been created by We Are Social Sport with production from We Are Social Studios. In the film, a real-life cockerel arrives at Tottenham’s new stadium in an Audi Q8 before sampling the ground’s car park, home dressing room and press auditorium.

The film features Tottenham players Toby Alderweireld, Fernando Llorente, Erik Lamela and Kyle Walker-Peters, as well as club legend Ledley King. 

INEOS to support Kipchoge’s marathon record attempt

UK chemicals firm INEOS is stepping up its investment in sport by backing Kenyan long-distance runner Eliud Kipchoge in his latest attempt to run the world's first sub-two-hour marathon.

The INEOS 1:59 Challenge will take place in late September or early October, with a venue currently being decided. A number of options that offer a flat-looped circuit are being considered for Kipchoge, who last month won his fourth London Marathon title.

West Ham extends Umbro deal

West Ham United has extended its kit partnership with Umbro through to the summer of 2023.

The global sportswear company will remain as West Ham’s official technical partner, producing all official playing kits, from first team to youth and schoolboy level, as well as training products and leisurewear for players and supporters.

Catapult’s college deal to offer tech education

College students across the UK will have the opportunity to learn about cutting-edge performance technology as part of a new partnership between analytics provider Catapult Sports and AoC Sport.

Under the agreement, AoC Sport, the lead organisation for sport and physical activity in colleges across the UK, will be able to use Catapult’s PlayerTek wearable technology to track, monitor and improve teams’ performances across its network.


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