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Carlsberg renews Liverpool sponsorship

Carlsberg has extended its long-running shirt sponsorship deal with FA Premier League club Liverpool with the new three-year contract taking the association through to the end of the 2009/10 season.

Carlsberg has been the main club sponsor of Liverpool since 1992, the longest-running sponsorship of its kind in the FA Premier League. 

As official club sponsor, Carlsberg receives a significant rights package ensuring a global reach including the Far East, Scandinavia and Eastern Europe markets, as well as the core markets of Western Europe.

Visa confirms FIFA World Cup deal

Visa has been confirmed as a sponsor of the next two World Cups after re-igniting its lucrative deal with football governing body FIFA that was initially agreed over 12 months ago.

The deal was finally given the green light after FIFA agreed a $90m out of court settlement with MasterCard last week over its long-running feud regarding transferring the World Cup sponsorship rights to rival Visa.

FIFA and MasterCard settle out of court

FIFA and MasterCard have settled their row over sponsorship of the next two World Cups out of court with the credit card brand agreeing to discontinue its involvement in exchange for a $90m compensation package.

As part of the pact, $87.5m is being paid to MasterCard in the second quarter of this year and $2.5m will be paid in the third quarter, the credit card provider said in a regulatory filing.  

Northern Rock renews Falcons shirt deal

Northern Rock has renewed its shirt sponsorship deal with Guinness Premiership rugby club Newcastle Falcons for a further three years.

The deal, starting in July, will take Northern Rock's partnership with the Falcons past the ten-year mark, making it the longest unbroken main sponsorship in Guinness Premiership history.

Northern Rock's logo will appear on the front of the Falcons' new Nike shirt to be launched over the summer.

Super League secures Lamb's tie-up

The Rugby Football League has replaced its Super League drinks sponsor Castlemaine XXXX with spirits brand Lamb’s Navy Rum in a new one-year deal.

The new contract will see Lamb’s Navy Rum receive exposure within the rugby league stadia and through the Super League’s TV rights deal with Sky Sports and the BBC for the 2007 season.

Lamb’s Navy Rum joins the league’s existing sponsorship partners Gillette, Fujitsu Siemens, and Nokia all of which sit underneath primary title sponsor Engage.

ING confirms Belgian GP deal

As part of its increasing commitment to Formula One, ING has confirmed that it is to take the title sponsorship of the Belgian Grand Prix, as first revealed by Sportindustry.biz late last year.

ING has signed a deal to become the title sponsor of this year’s race at the Spa-Francorchamps circuit on 14th-16th September – the national home of the financial services firm.

As part of the announcement, ING also revealed that it has extended its sponsorship of the Australian Grand Prix in Melbourne for the next two years until 2009.

Fulham strikes deal with LG Electronics

FA Premier League club Fulham has agreed a club record shirt sponsorship deal with LG Electronics, giving the west London club a substantial boost to its commercial revenues.

The deal will see the LG logo appear on the club’s shirts for the next three years running until 2010.

LG replaces Fulham’s previous shirt sponsor Pipex with the new sponsorship also including hospitality opportunities, perimeter advertising and a number of showcase opportunities for LG’s latest technology.

brandRapport picks up E.ON contract

Sports marketing agency brandRapport has picked up the account to manage utility brand E.ON’s group wide sponsorship strategy, in particular focusing on its Olympic marketing.

The contract will see brandRapport particularly focus on Olympic strategy and activation programmes in key European markets ahead of the 2008 Games in Beijing.

brandRapport has worked with E.ON UK for the past six years however this is the first time the agency will have worked for the E.ON Group, which is based in Dusseldorf.

West Ham strikes deal with XL Leisure

FA Premier League club West Ham United has signed a new three-year shirt sponsorship deal with travel firm XL Leisure Group.

The new deal, which begins next season, will see the XL.com logo replace existing sponsor Jobserve on the West Ham team shirts.

XL will also have a significant presence at the Upton Park stadium, including a bespoke XL design covering the entire roof of the East Stand and branding on the state-of-the-art LED pitch perimeter advertising system during matches.

Tour of Britain courts leader's jersey sponsor

The organisers of The Tour of Britain cycling race have announced that the prestigious leader’s jersey in the race will be available for sponsorship for the first time for the 2007 event.

This year’s seven-day race starts in London on 9th September running through to a finish in Glasgow on 15th September and is expected to reach over 1 million spectators given the 70,000 people who turned up in London last year for the race finale.

The race will also be televised on BBC and British Eurosport.


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