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 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 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 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.
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
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
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
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.
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
The contract will see brandRapport particularly focus on Olympic strategy and
activation programmes in key European markets ahead of the 2008 Games in
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
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.
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
The race will also be televised on BBC and British Eurosport.
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