Rolling sports business news wrap: Every deal, every day

All the sports business deals as they happen throughout the day.

Rolling sports business news wrap: Every deal, every day

Soccer: Bundesliga outfit Hamburger SV have announced a partnership with local dental firm TryDent. 

The dental practice at Hamburg Airport has been an official supplier of HSV since summer 2017 but now the partnership has been extended to include a wide range of regionally focused advertising.


  1. Lionel Messi lands endorsement deal with Mengniu Group
  2. Wales and South Africa head to US capital for rugby clash
  3. Real Madrid launch 360-degree and VR channel
  4. Force India drive home double deal
  5. Twitter to show Formula E in Japan

"With TryDent we have a modern partner in the field of dentistry at our side, which is actively involved in the regional environment and this contributes to the partnership.Thus we can also offer our fans an added value through the advertising measures," said Heribert Bruchhagen, HSV chairman.

Jochen Madel, managing director of TryDent, said: "I am very pleased that we have been able to enter into the partnership with HSV. As a competent partner in the field of dental health, we can provide a smiling smile for many HSV fans in the future."

Serie A giants, Inter Milan have launched a new academy in Beirut, Lebanon – the first such academy in the country. Inter vice president Javier Zanetti unveiled the project in partnership with Water Resources LTD Company and Sportomondo.

Elsewhere, JP St Mary's has signed on as the official healthy snack partner of the Jamaica Football Federation (JFF).

The partnership with the JFF, worth J$433,000, will provide junior and senior players in the governing body's programme with access to JP St Mary's products for training and matches.

Following the news of their new kit supplier in Monday's industry wrap, Spanish second-tier side Osasuna look set to make Euskaltel their main shirt sponsor. According to a report in Noticias de Navarra, the currently-unsponsored Segunda División team will announce the deal this week with an initial contract until 2019.

Baseball: Justin Verlander, starting pitcher for 2017 Major League Baseball (MLB) champions, the Houston Astros, has signed a partnership deal with GSK Consumer Healthcare and Flonase Allergy Relief to educate fellow allergy-sufferers.

Watch how Houston @Astros Pitcher @JustinVerlander strikes out allergy symptoms with FLONASE Allergy Relief. #GreatestSeasonEver

— Flonase (@flonase) February 26, 2018

Esports: 7Sports has extended its strategic partnership with the Electronic Sports League (ESL) until the end of 2019. ProSiebenSat.1Group will continue to show esports content on its platforms. 

Motorsport: Talking Rain Beverage Company will sponsor the National Hot Rod Association (NHRA) Top Fuel Dragster driven by Leah Pritchett. The year-long agreement between Talking Rain's Sparkling Ice and Don Schumacher Racing (DSR) driver Pritchett sees the drink's branding present on Pritchett's Top Fuel Dragster, fire suit and crew shirts.

In Nascar Cup Series news, State Water Heaters has expanded its partnership with Stewart-Haas Racing in 2018 with the team’s number 41 car, driven by 2017 Daytona 500 winner Kurt Busch, sporting the State Water Heaters black and orange paint scheme in two races.

The Isle of Man TT has awarded host brodcast rights to Greenlight TV for the 2018 edition.

Cricket: Cement manufacturing company PPC has entered into a partnership with the Zimbabwe Cricket national governing body to sponsor the national team’s kit.

Cycling: Hammer Series, the three-day event that debuted last season, has officially announced its return to Limburg in the Netherlands on 1st-3rd June and the addition of a second event, Hammer Stavanger, taking place on 25th-27th May.

Rugby League: Crocmedia has confirmed that it has secured an National Rugby League (NRL) radio broadcast partnership for the next five years under a sub-license agreement with Macquarie Media Limited and the Australian Rugby League Commission (ARLC).

Rugby Union: The Pro14 has announced Freshly Chopped will be official health food partner of its Final Series in May.

Golf: The 2023 Walker Cup, the amateur international team matchplay tournament between Great Britain and Ireland and the United States, will be played on the Old Course at St Andrews.

Gymnastics: The European Union of Gymnastics (UEG) and SmartScoring, a scoring system, have extended their partnership agreement.

Endorsement of the day

Lionel Messi is clearly a football genius but he is no mug as a personal marketeer either. He was revealed as the number one player in the Chinese digital market, ahead of rival Cristiano Ronaldo, in the 2018 Red Card study. He relaunched his Chinese social media channels in 2017 and became a global brand ambassador for Huawei the year before. 

Now, he has signed an endorsement deal with the Mengniu Group, a dairy company who recently were added to the Fifa World Cup sponsor line-up. As a reward Mengniu, stuck Messi in a t-shirt they found in 2003.

Lionel Messi launches Mengniu Group endorsement

Our industry digest will update throughout the day as deals break so check back to make sure you do not miss a story