Sponsorship

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UEFA announces Heineken as EURO 2020 sponsor

Heineken has announced that it has become an official sponsor of UEFA EURO 2020 as it also extends its relationship with the UEFA Champions League until 2024.

The brewer’s new UEFA EURO 2020 deal means that Heineken will have exclusive pouring rights at the tournament’s stadiums, fan zones, and fan villages across the European continent. In addition, the brand will also use numerous other marketing opportunities such as pitchside LED advertising, Man of the Match presentations, match screenings and digital giveaways.

Tour of Britain seeks new title sponsor

The Tour of Britain is seeking a new title sponsor from 2020 onwards, after existing partner OVO Energy's agreement ends.

The main sponsor of the men’s Tour of Britain, the Women’s Tour and the Tour Series since 2017, OVO Energy originally came onboard to sponsor the Bristol stage of the race in 2016.

Since then, the renewable energy brand has overseen the introduction of an equal prize fund for the Women’s Tour and the Tour of Britain, making the event the first multi-day UCI race to achieve parity.

Rugby World Cup reappoints IMG to sell sponsorship rights

World Rugby has announced the re-appointment of IMG as exclusive commercial partner agency for the Rugby World Cup.

Following a comprehensive review, the agency will continue to represent the organisation on the sale of its top-tier Rugby World Cup worldwide partner programme and overall commercial advisory services across the four-year cycle until the next tournament in France in 2023.

IMG will also handle the delivery of rights for sponsorship operations, brand services, licensing and merchandising management for World Rugby’s flagship competition.  

Capitalising on the Rugby World Cup with Canterbury

The Rugby World Cup came to a close when South Africa defeated England in an era-defining final, drawing the curtain on an entertaining tournament that has seen the spotlight fall on the sport for well over a month.

Any World Cup is an opportunity for a sport and its associated brands, but for rugby it’s arguably an even greater opportunity. This is a game with worldwide appeal, yet its biggest beasts don’t always get to battle it out on the biggest of stages: England’s semi-final victory over New Zealand, for example, was only the second meeting between the sides since 2014.

Harlequins and Philips announce new partnership

Harlequins has announced Philips as its new Official Display Supplier in a three-year deal that the Gallagher Premiership club says will boost fan experience in its home ground, The Stoop.

The partnership will see Philips digital signage and TV screens installed around the stadium, as well as five videowalls and large format screens. Corporate boxes, the media centre and dressing rooms will also be kitted out with new screens.

Liverpool win New Balance court case

Liverpool have won a court battle with New Balance, paving the way for the Premier League side to strike a deal with Nike, who are set to become the club’s new kit manufacturer.

The European Champions’ current deal with New Balance comes to an end at the end of the 2019/20 season, and while the Reds had wanted to switch suppliers at the end of the contract, the American sportswear firm had argued that it had a ‘matching clause’ to allow it to continue on as a Liverpool partner providing it matched the figures Nike had promised.

UPS iPRO and Hilton sign up to deliver RugbyX

RugbyX has announced new partnerships ahead of its launch and debut tournament at London’s O2 Arena on Tuesday 29th October.

UPS has been unveiled as Official Logistics Partner, and will deliver the installation of the first ever temporary indoor artificial grass rugby pitch at the O2 Arena. RugbyX says that the process, which typically takes six months, will be executed in just six hours thanks to the brand.

London Marathon to look for new headline sponsor

London Marathon Events has announced that headline sponsor Virgin Money will not be renewing its deal when the current contract runs out after the 2021 edition of the race.

The next London Marathon in 2020 will see the event celebrate its 40th race, having started in 1981 while the partnership between the event and Virgin, meanwhile, will register its tenth year. The agreement began in 2010 simply with Virgin before the partnership was extended with Virgin Money from 2014 onwards. In that time the race has raised over half a billion for charity.

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