Sponsorship

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Accelerate picks up British Lions contract

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 Africa.

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.

Monty signs up with Aberdeen Asset Management

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.

Fuller's strikes London Marathon deal

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.

Energy firm boosts Scottish rugby

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.

Diageo strikes Cricket World Cup deal

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 renews, Chissick out at Portsmouth

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 close to 2012 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.

Sharapova nets two more sponsors

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 others.

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