Accelerate has won the agency contract to handle the sale of commercial rights
for the British & Irish Lions rugby union team for the 2009 tour to South
Accelerate was appointed to the contract following a competitive pitch
against a number of leading sponsorship agencies.
Accelerate has effectively retained the contract after working on the
commercial deals for both the 2001 and 2005 Lions’ tours.
Newly formed Indian airline Kingfisher Airlines has struck a multi-million pound
sponsorship deal with the Panasonic Toyota F1 team ahead of the new season.
The multi-year contract will see the distinctive 'Fly Kingfisher' insignia
appear on the cars, drivers' overalls and helmets and all corporate branding
Vodafone has signed a major sponsorship deal to become the official mobile
network provider for the 32nd America’s Cup sailing race which takes place this
summer in Spain.
Vodafone’s contract for the race, which takes place between 23 June and 07
July, makes them the eighth official sponsor for the event.
Investment management group Aberdeen Asset Management has signed a sponsorship
agreement with Scottish golfer, Colin Montgomerie.
The tie-up - arranged by Aberdeen's sponsorship consultancy, WSM Sponsorship
and IMG, Montgomerie's management company - will feature Aberdeen branding on
the golfer's tournament clothing as well as Montgomerie acting as a brand
ambassador in Aberdeen events worldwide.
In an unusual tie-up for an alcohol brand, local brewer Fuller’s has struck a
three-year sponsorship deal with the Flora London Marathon giving its London
Pride brand official beer status for the race.
The six-figure deal between Fuller Smith & Turner and the race organisers
also gives London Pride the rights to use the London Marathon logo on point of
sale and advertising material.
Scottish Rugby has struck a major new sponsorship deal for its domestic
league with energy supplier Scottish Hydro Electric including the funding of a
number of community initiatives.
In a three-year deal starting in the 2007/08 season, Scottish Hydro Electric
will become the title sponsor of the Premiership, National Leagues and National
Cup competitions in Scotland.
More immediately, Scottish Hydro Electric will be title sponsor for the 2007
Super Cup which kicks off on 6 January throughout Scotland, between the ten
clubs in the current Premier One format.
Drinks giant Diageo has struck a deal with the Cricket World Cup organisers for
its Johnnie Walker and Red Stripe brands to sponsor this year’s tournament being
held in the West Indies.
Johnnie Walker will be the regional sponsor and official whisky for the Asia
and Caribbean regions, while Red Stripe will be the regional sponsor and
official beer in Jamaica, Antigua and Barbuda.
Another Diageo brand Guinness is also included in the contract, awarded
official pouring rights at all ICC World Cup matches.
Oki Printing Solutions has renewed its shirt sponsorship deal with FA Premier
League team Portsmouth although the club has been rocked by the departure of its
vice chairman David Chissick.
Oki will continue its association with Portsmouth until June 2009 after
agreeing a three-year extension to its sponsorship contract which was scheduled
to expire at the end of the current season.
The sponsorship renewal represents the biggest commercial deal in the club’s
history with Oki increasing their investment to a reported £4.5m contract.
Lloyds TSB has been linked heavily with having secured the first domestic
sponsorship package for the London 2012 Olympics with a deal worth a reputed
£80m reported to be close to finalisation.
Although neither party is willing to confirm any such agreement, Lloyds TSB’s
believed acquisition of the exclusive rights to the retail banking category
would represent a significant feather in the cap for the brand.
Russian tennis star Maria Sharapova has added PepsiCo’s brands Gatorade and
Tropicana to her ever-growing list of sponsorship contracts.
Sharapova, the defending US champion and second ranked player in the world,
will lead a global hydration education campaign and star in a new Gatorade ad to
launch early this year.
The 2004 Wimbledon champion, who doesn't turn 20 until this April, signed a
‘lifetime’ deal with racket and apparel company Prince last year for a reported
$25m. She also endorses Canon, Colgate, Nike, Tag Heuer, Land Rover amongst
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