Rolling sports business news wrap: Every deal, every day

Top story: La Liga unveils second esports tournament.

Rolling sports business news wrap: Every deal, every day


Soccer: After the launch of McDonald's Virtual La Liga esports tournament, the Spanish top flight has unveiled the Santander Adrenalyn Challenge, a second sizeable esports project. 

As well as securing a title sponsorship with Santander, the tournament will also see involvement from Danone.


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The initial stage of the Adrenalyn Challenge will be compromised of eight online tournaments, with the competition based on a physical trading card game launched in conjunction with Panini and adapted for online back in January.

That first stage will be held on 31st March and they will each in turn determine one of the participants to progress, with the remaining finalists to be decided at Gamergy 2018, before the 16-entrant finals in Madrid between 22nd and 24th June.

Motorsport: Bell Techlogix has announced it sponsorship of Pippa Mann's number 63 Honda when the British driver returns to the Indianapolis 500 with Dale Coyne Racing.

Lincoln Tech has announced its return as an associate sponsor of Schmidt Peterson Motorsports' (SPM) number five Arrow Electronics Honda, driven by James Hinchcliffe, for the 2018 IndyCar season.

Moroccan fuel station operator Afriquia has been unveiled as the title sponsor of the World Touring Car Cup’s (WTCR) season-opening race in Marrakech.

Adrian Flux Insurance is continuing its major sponsorship partnership with British Touring Car Championship (BTCC) team BMR Racing for a third consecutive season.

IMG has entered into a strategic partnership to increase awareness for the Deutsche Tourenwagen Masters (DTM) German Touring Car Championship, including a two-year deal to globally distribute its media rights. The deal for the 2018 and 2019 DTM seasons excludes Germany, Austria and Switzerland.

The Speedway Grand Prix motorcycling series has renewed its partnership with sports watch and men’s jewellery brand Aztorin for the 2018 season. 

Athletics: German sportswear brand Puma has partnered with Italian high-jumper Gianmarco Tamberi, the reigning World Indoor and European champion. 

British Athletics have announced a partnership with BP which will be supporting the para athletics events as part of the 2018 Müller Anniversary Games.

Gianmarco Tamberi is now a Puma athlete

Rugby union: Australian Super Rugby franchise Brumbies have announced a partnership with ActewAGL. The Canberra-based energy firm will see its logo appear on the front of the academy training jerseys and on the back of the Super W Brumbies game day jerseys for the duration of the 2018 season.

Golf: Centinel Spine has announced an endorsement agreement with four time PGA Tour Winner Brian Gay

IMG has been appointed to provide pre-opening, marketing and management services to a new golf course set to open this summer, Golf D’Ifrane, in Morocco. 

Pool: Online gaming company K8 will sponsor the 2018 Supreme Pool Series, encompassing all events between May and December.

Esports: NBA 2K League outfit Bucks Gaming have named Vertagear as their official gaming chair partner.

Exhibition of the day

Soccer giants Real Madrid, in partnership with TEG, an Australian ticketing and data company, have announced the opening of a new global interactive exhibition in Melbourne. The Real Madrid World of Football Experience opens its doors on 9th June and will tour the world for five years, visiting a further 14 cities. The exhibition features memorabilia, a 360° Bernabeu match day experience, interactive area and merchandise. 

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