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NBA in first Euro gaming deal

Française des Jeux (FDJ) has been confirmed as the NBA’s first official European gaming partner in a multiyear partnership.

FDJ, the operator of France’s national lottery, will now become the National Basketball Association’s official gaming partner in France, the NBA’s first in Europe.

The deal will allow millions of fans in France to keep up-to-date with the NBA thanks to the sports gaming operators’ ParionsSport platform, uniting NBA followers and Française des Jeux customers across the country.

UEFA in long-term partnership with Alipay

UEFA and Chinese payment platform giant Alipay have agreed a new eight-year deal to become UEFA men's national team football sponsor from 2018 to 2026, including UEFA EURO 2020 and 2024 and the UEFA Nations League finals.

The news comes as Jack Ma’s leading B2B marketplace, Alibaba, hit a record $30.8 billion in sales during China’s ‘Singles Day’ yesterday with Alipay being widely used for many of the transactions.

Nike and Premier League Extend Deal Until 2025

The Premier League has announced a six-year extension to its existing partnership with Nike, lengthening its longstanding association with the US sportswear brand through to 2025.

The extension means Nike will continue to act as the official match ball provider for the Premier League, a commitment that began with the Nike Geo Merlin in 2000/01.

This season’s edition, the Premier League Merlin 2018/19 is the 15th iteration, with this season set to witness the 19,000th goal scored with a Nike football in the league.

Uber invests in women’s cricket

Uber has announced a world-first partnership with the International Cricket Council (ICC), lending its backing to the first ever standalone ICC Women’s World T20.

The upcoming ICC WWT20 takes place from 9th until the 24th November 2018, a ten-team tournament featuring host nation and current holders West Indies, as well as Australia, Bangladesh, England, India, Ireland, New Zealand, Pakistan, South Africa and Sri Lanka.

Unibet set for World Chess rush

Official betting partner Unibet expects the upcoming FIDE World Chess Championship in London to generate turnover higher than some FIFA World Cup 2018 matches and comparable to the turnover of the UEFA Champions League final.

The online gambling operator released its forecast as it prepares to activate the event, which will run between 9th and 28th November, pitting defending champion Magnus Carlsen against American challenger Fabiano Caruana.

OPRO extends with NZ Rugby

Specialist UK sports protection manufacturer OPRO has announced the extension of its long-term partnership agreement with New Zealand Rugby (NZR) as the All Blacks prepare to take on England at Twickenham this weekend.

The deal – the latest in a string of international partnerships signed by OPRO – will see the mouthguard manufacturer provide protection to players throughout the NZR elite performance programme.

The agreement covers the All Blacks, Black Ferns, All Blacks Sevens and Black Ferns Sevens teams, Maori All Blacks and Under 20s teams.

Lavazza makes Premier League moves

Italian coffee brand Lavazza has announced two new Premier League partnerships, which will see it become the official coffee partner of both Arsenal and Liverpool Football Clubs.

The three-year agreements will make Lavazza the exclusive coffee supplier at the Emirates and Anfield stadiums, with the brand’s premium range made available to VIPs and players. 

Lavazza says its will seek to use the partnerships - the brand's first in English football - to boost its UK profile and presence in the game by creating content with first-team players.

THFC inks 15-year Nike extension

Tottenham Hotspur has revealed a major extension to the club’s Nike kit deal, which will see the partnership run until 2033.

News of the additional 15-year agreement was included in a financial statement posted on Spurs’ official club website.

It read: “In recent months we [THFC] have secured an extended agreement with Nike up to 2033, one of the longest football club deals in Nike’s history. We have also announced a number of new brand partners including, amongst several others, Audi, IWC Schaffhausen, HPE and EA SPORTS.”

BPA appoints Sports Sphere to drive Tokyo 2020 sponsorship

The British Paralympic Association (BPA) has appointed Sports Sphere as its exclusive commercial sales agency ahead of the Tokyo 2020 Games.

Under the agreement, Sports Sphere will be tasked with attracting “relevant partners in key industry sectors” as the BPA seeks to make the UK a world leader in Paralympic sport both on and off the field of play.

London-based sports talent and marketing group Sports Sphere has a strong track record within the disability sports sector.

Mizuno partners with British Rowing

Mizuno and British Rowing have announced a new partnership agreement that will see Mizuno become the Official Sportswear Partner of British Rowing for the next four years.

The agreement represents the first major sportswear deal of its kind for British Rowing, spanning all areas of the organisation’s programme, from grassroots to high performance.

The GB Rowing Team will train and compete in specially manufactured and adapted Mizuno sportswear, including a “high performance” all-in-one, gym training kit, off-the-water teamwear and a range of accessories.

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