Rolling sports business news wrap: Every deal, every day

Top story: England cricket great Jimmy Anderson stays fresh with Brut.

Rolling sports business news wrap: Every deal, every day


Cricket: England cricketer James Anderson has renewed his personal endorsement deal with aftershave and deodorant brand Brut.


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The 35-year old, who is his country's leading wicket-taker in one-day international and Test cricket, first signed with the company in 2016. His extension will be marked with a three-part video series, 'Experience Makes the Man', the first instalment of which has been released to coincide with the start of England's two-game Test series in New Zealand.    

“I am delighted to renew with Brut ahead of another big cricketing year, starting with the first of our two Test matches against New Zealand on Thursday,” said Anderson.

Having beaten New Zealand 3-2 in a five-match ODI series, the tourists have made a disastrous start to the first Test. They were bowled out for just 58 in their first innings at Auckland's Eden Park.

MMA: UFC heavyweight champion Stipe Miocic has signed a personal endorsement deal with outdoor power equipment manufacturer Cub Cadet. The 35-year-old adds the company - which is based in his native Ohio and produces a range of mowers and tractors - to an endorsment portfolio that includes beer brand Modelo.

Australian rules football: Fast food giant McDonald's has become a partner of Australian Football League (AFL) club Port Adelaide. The deal will give the company an LED and big-screen advertising presence at the Australian rules football team's Adelaide Oval home, as well as the opportunity to run matchday activations.

Elsewhere in the AFL, Carlton Blues have signed a new sponsorship deal with Credit Union Australia (CUA), which will receive signage and activation rights on home matchdays, logo placements on media backdrops, and joint naming rights with Virgin Australia to the Melbourne-based side's Carlton in Business programme.

Snooker: Fuhua Group has agreed a deal with the World Professional Billiards and Snooker Association (WPBSA) to become the title sponsor of the China Open snooker tournament for the next four years. The 2018 competition will be played at the Olympic Sports Centre in Beijing from 2nd to 8th April, with 72 players from around the world competing for a prize purse of over UK£1 million.

Multiple sports: Mobile phone operator Bmobile Vodafone will sponsor Papua New Guinea's team for the Gold Coast 2018 Commonwealth Games, which run from 4th to 15th April. The company will also send updates about national athletes' performances to its subscribers.

Basketball: The Romanian capital of Bucharest will host the Fiba 3x3 Europe Cup for the third time. The short-form national team basketball tournament will take place from 14th to 16th September and organised by Sport Arena Streetball, with the venue to be confirmed later this year. 

Rowing: Global analytics company SAS has signed a three-year extension to its partnership with British Rowing. The association, which will be used to help the governing body create a ranking system and to discover future stars, began in 2014 and will now run through the next Olympic Games in Tokyo to December 2020.

Score of the day

Liverpool winger Mohamed Salah is one of the most discussed players in European soccer this season, with his 28 Premier League goals putting him at the top of the Uefa Golden Shoe rankings in 2017/18.

Now the Egyptian number 11, who will lead his country this summer to a first Fifa World Cup since 1990, is giving fans back home even more to talk about. Telecoms provider Vodafone Egypt is running a promotion where Mo Salah World Plan subscribers can receive 11 extra free minutes for calls if they sign up before its brand ambassador nets again. The 25-year-old scored four in Liverpool's 5-0 win over Watford last Saturday, with his first coming in the fourth minute, and will appear again for the Reds away at Crystal Palace on 31st March.

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