Sponsorship

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Tokyo 2020 signs Google as latest sponsor

The organising committee for the Tokyo 2020 Olympic and Paralympic Games has announced Google as an official supporter.

As an official supporter, Google will sit on the third domestic tier of the Tokyo 2020 sponsorship programme. Google has been assigned the 'internet-based information and navigation services' sponsorship category.

The deal brings the total number of Tokyo 2020 domestic partners to 64, including 15 gold partners, 32 official partners and 17 official supporters.

Sheffield United lands record shirt sponsorship deal

Premier League club Sheffield United has signed a record shirt sponsorship deal with Australian multi-asset broker USG as it prepares for its return to the top division of English club football.

USG will be United’s front-of-shirt and sleeve sponsor from 2019/20 to 2021/22. Financial terms were not disclosed, but the Yorkshire club said it represents the largest-ever commercial transaction in its history.

Having finished second in the Championship last season, United is back in the Premier League for the first time since the 2006/07 campaign.

IOC opens new sponsor category with Coca-Cola & Mengniu

The International Olympic Committee (IOC) has signed its first-ever joint The Olympic Partnership (TOP) through an agreement with The Coca-Cola Company and China Mengniu Dairy Company.

The partnership combines the non-alcoholic beverage and dairy categories into a new joint category and brings Mengniu into the family of Worldwide TOP Partners. The deal is for 12 years and runs from 2021 through to the 2032 Summer Olympic Games.

The IOC said the partnership includes “unprecedented investment” in traditional and digital media to promote Olympic values around the world.

Purplebricks links up with Team GB

Estate agency Purplebricks will be turning its ‘sold’ boards gold across the UK ahead of next year’s Olympic Games after becoming an official partner of the British Olympic Association (BOA).

Purplebricks has become Official Estate Agent of Team GB in a deal that runs until the end of 2020.

Just a year until the Tokyo 2020 Olympic Games, Purplebricks will be showing its support for the country’s Olympic athletes by turning its usual ‘sold’ boards to special gold versions, featuring the Team GB logo. 

Diageo ends London Irish sponsorship

Drinks producer Diageo has curtailed its long-term sponsorship of London Irish after the rugby union team signed former Ulster fly-half Paddy Jackson.

Diageo, which supported London Irish for more than a quarter of a century, acted after the club signed the 27-year-old, who was found not guilty of rape in March last year. Within days of the conclusion of the trial, Jackson’s contract was terminated by the Irish Rugby Football Union.

VISA Q&A: Stephen Day, Head of Sponsorship

Sport Industry Group speaks to Visa’s European Head of Sponsorship, Brand and Client Marketing, Stephen Day, about why he believes women’s football has become one the brand’s primary sponsorship properties and how the human-interest stories of the players, not the teams, resonate with their customers.


Tell us more about Visa's involvement in the FIFA Women’s World Cup 2019. How did it come about? 

Davis Cup lands Rakuten as presenting partner

Rakuten has signed a multi-year partnership with the International Tennis Federation (ITF) to become the global innovation and entertainment partner and global presenting partner for the Davis Cup.

The deal covers the 2019 and 2020 editions of the men’s national team tournament, which will officially become the Davis Cup by Rakuten. The agreement includes the option of a further two-year extension.

Rakuten will benefit from high visibility in the finals and qualifiers stage of the Davis Cup as part of the agreement.

BT signs on as lead partner of England football teams

BT has been unveiled as the exclusive lead partner of all 28 England national football teams through a wide-ranging sponsorship deal with the FA.

The five-year deal also names BT as the exclusive lead partner of Wembley Stadium. Through its sponsorship of the England national teams, BT’s logo will appear on training kit worn by all squads.

EE will also retain its position as the main sponsor of Wembley. The venue will continue to be officially known as Wembley Stadium connected by EE.

Carabao renews EFL Cup sponsorship

Energy drink brand Carabao has extended its title sponsorship of the EFL Cup for two seasons with a deal that has been described as the most lucrative in the history of the competition.

The renewal will cover the 2020/21 and 2021/22 editions of the tournament, which is operated by the EFL.

Carabao’s initial three-year agreement, which was struck to promote the Thai brand following its launch in the UK in 2016, was due to expire at the end of the 2019/20 season.

Under the terms of the extension, Carabao will remain the official international partner of the EFL.

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