Sponsorship

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Wimbledon in OPPO partnership

Smart device brand OPPO has agreed a deal with the All England Lawn Tennis Club (AELTC) to become the Wimbledon Championships’ inaugural Official Smartphone Partner, as well as the grand slam tournament’s first Asian partner.

The five-year deal begins with this year’s Championships and adds to OPPO’s sporting portfolio. The company already serves as the official mobile phone partner of Spanish football club Barcelona, as well as the International Cricket Council.

Industry shorts: Mbappé, DAZN, AoC Sport, Basketball England

French football star Kylian Mbappé has been unveiled as a global ambassador for organic baby and children’s food brand Good Goût.

Mbappé, who plays for Paris Saint-Germain, will represent the Good Goût Kidz range, which will be in stores across Europe from the middle of June.

The partnership will initially run for two years. Mbappé and Good Goût will work on joint activities surrounding the launch of the 20-year-old’s upcoming foundation.

Lycamobile expands ties with NFL’s Jaguars

London-based mobile network operator Lycamobile has sealed an expanded multi-year partnership with the Jacksonville Jaguars that will lead to the NFL American football franchise engaging with UK fans on a number of initiatives.

For the past two years, Lycamobile has served as an official founding partner of the Jaguars in the UK, where the team has played an annual NFL regular-season game since 2013.

The new “multi-million-pound” deal has elevated Lycamobile to the Jaguars’ top-tier corporate partner category, the ‘Jaguars Jamboree’.

Team GB to wear Ben Sherman at Tokyo 2020

British fashion brand Ben Sherman has been unveiled as an official supporter of Team GB in a deal that will run beyond the Tokyo 2020 Olympic Games.

Under the deal, Ben Sherman will create “an exclusive look” for all of Team GB’s athletes to wear during the Games’ opening ceremony on 24th July next year. The brand will also produce a commemorative fashion collection that will be available for Team GB fans to buy.

England Netball adds Elastoplast

England Netball has continued to grow its family of commercial partners by signing a deal with Elastoplast.

The wound care brand will serve as the official first aid supplier for the Vitality Roses, England’s senior netball team. Elastoplast will also offer support to the national governing body at both a grassroots and elite level.

Elastoplast joins a growing number of England Netball partners, including sportswear giant Nike, which signed up in November.

Heineken in UEFA x F1 activation

Heineken has brought together two of its global sporting partnerships in an activation celebrating both the 1000th Formula 1 Grand Prix and the visit of the UEFA Champions League Trophy to Shanghai.

UEFA Champions League stars Luis Figo, Xabi Alonso and Clarence Seedorf joined F1 legend Nico Rosberg and current F1 star Pierre Gasly to surprise fans at The House of Roosevelt in the Chinese city.

Both sets of stars took part in a showcase of Chinese sports, centred on the ancient Chinese football game of Cuju.

FedEx expands UEFA deal

Logistics provider FedEx Express has inked a new deal with UEFA that will cover the UEFA Euro 2020 tournament.

Under the agreement, FedEx Express will serve as the official logistics partner of next year’s competition, building on its partnership with the UEFA Europa League.

In total, the new deal covers eight tournaments, featuring more than 400 matches across 55 countries, and grants FedEx Express in-stadium branding, ticketing and hospitality rights, as well as other activation opportunities.

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