Rolling sports business news wrap: Every deal, every day

Top story: Tennis star Kyle Edmund signs with Soapbox London.

Rolling sports business news wrap: Every deal, every day

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Top story

British number one tennis player Kyle Edmund has signed with PR and social media specialists Soapbox London


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The deal will see the agency manage the 23-year-old's social media and PR strategy alongside his agents, StarWing Sports.

Edmund joins a client roster which includes world heavyweight boxing champion Anthony Joshua, five-time Olympic gold medallist Bradley Wiggins and Crystal Palace forward Wilfried Zaha.

The announcement comes just one day after Edmund beat Serbian star Novak Djokovic in the second round of the Madrid Open, marking the first time that he has defeated the 12-time Grand Slam champion.

Rowan Wilkinson, managing director and co-founder of Soapbox London, said: “Kyle is one of the most exciting young talents in world tennis and we’re hugely excited to be working with him and Lawrence’s team at StarWing Sports in what is promising to be a very significant year in Kyle’s career.” 


The Spanish Football Federation (RFEF), the governing body for soccer in Spain, has confirmed a sponsorship deal with Seat. The deal, which was first reported in March, will see the Spanish automotive manufacturer serve as the official car of Spain's national soccer team until March 2021. 

Dubai Duty Free has extended its title sponsorship of the Irish Open golf tournament until 2022. This year's edition of the European Tour event takes place at the Ballyliffin Golf Club in County Donegal from 5th to 8th July.

German supermarket chain Lidl has pledged €3 million to the Ladies Gaelic Football Association as part of a three-year extension of its sponsorship deal with the Irish organising body.

Online gambling operator Unibet has expanded its partnership with the Giro d'Italia to become the platinum sponsor of the cycling Grand Tour race.

South African soccer side the Orlando Pirates have announced a sponsorship deal with electronics giant LG. The partnership will be focused on upgrading the Premier Soccer League club's hospitality facilities, which will be fitted with LG UHD televisions. 

Eurobank has been named as an official partner of this month's EuroLeague Final Four, the climax of Europe's premier club basketball tournament, which takes place in Belgrade from 18th to 20th May. #

The AFL Australian rules football league has named Chemist Warehouse as its official umpire partner until the end of the 2019 season.

Schmidt Peterson Motorsports  has announced a partnership with GearWrench, which becomes the IndyCar Series team's official hand tool brand. 

Media rights

UK pay-TV giant Sky Sports has picked up rights to the Breeders' Cup. This year's edition of the American horse racing showpiece will air on At The Races, with the 2019 and 2020 editions to be shown on Sky Sports Racing. 

Politics and governance 

Hector Trujillo, a former Guatemalan judge, has been handed a life ban by Fifa, soccer's global governing body, for accepting bribes linked to marketing deals during his time as general secretary of the National Football Federation of Guatemala. Trujillo, who had already been sentenced by a US court to eight months in prison last October, was also fined US$200,000. 


Tom Rickets, owner of Major League Baseball's (MLB) Chicago Cubs, has agreed to become a majority owner of a United Soccer League (USL) expansion franchise that intends to play in a new stadium close to the Cubs' Wrigley Field. According to ESPN, Sterling Bay, a real estate development company, said on Wednesday it will form a joint venture with Ricketts to run the yet-to-be-named second-tier team.


STH Live has been chosen as the exclusive sales agent for hospitality and VIP tickets at the inaugural Athletics World Cup, which takes place at the London Stadium on 14th and 15th July. 

Shirt of the day

US golfer Phil Mickelson has signed an endorsement deal with Mizzen + Main, an American clothing company that specialises in premium menswear. 

The five-time major champion, 47, raised eyebrows at the Masters last month when he donned one of the company's button-down, long-sleeve, fabric shirts, with Tiger Woods telling his compatriot: "The only thing that was missing was a tie."

According to ESPN's Darren Rovell, Mickelson will wear the Mizzen + Main shirt in exchange for an undisclosed stake in the company as well as cash. 

"I like to be a trendsetter," Mickelson told ESPN. We're not so sure.