Rolling sports business news wrap: Every deal, every day

Top story: Sunderland net Betdaq shirt sponsor.

Rolling sports business news wrap: Every deal, every day

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Top story

Betdaq has signed a deal to become the principal partner of English third-tier soccer club Sunderland.


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The agreement will see Betdaq branding appear on the front of Sunderland’s home and away shirts, as well as featuring prominently around the club’s Stadium of Light home. In line with English Football League (EFL) regulations, the Betdaq logo will not appear on junior replica shirts.

In addition to those branding options, the betting exchange company will utilise the partnership to offer Sunderland fans special offers and exclusive behind-the-scenes access to the club.

Tom Sloanes, commercial director, Betdaq said: “Opportunities to partner with a football club the size of Sunderland are very rare, so we had no hesitation to act when it became a possibility."


New Italian top-flight soccer outfit Frosinone has signed a three-year technical supply deal with Zeus.

German top-flight soccer club Mainz have renewed their partnership with windows and doors manufacturer Profine to be the Bundesliga outfit's main sponsor for the 2018/19 season.

Kuwait-based FX broker Q8Trade has extended its shirt sponsor deal with Kuwaiti top-flight soccer team Al-Qadsia.

English top-flight rugby union club Saracens has agreed a three-year deal for US sportswear company Nike to become Premiership outfit's new kit supplier.

English County Championship cricket club Gloucestershire has signed a three-year shirt sponsorship deal with fantasy cricket platform StarPick.

English third-tier soccer club Rochdale have signed a partnership for the 2018/19 season with long standing sponsors, Smith Metals, for the company to put its name to Family Stand at Spotland.

Kentucky Speedway has announced that Walmart will become the presenting sponsor of the Nascar Cup Series 2018 Quaker State 400 at Kentucky Speedway. 

The World Surf League's (WSL) Championship Tour has partnered with the Woolmark Company to showcase an exclusive range of lifestyle and performance garments.

World Para Ice Hockey has announced that Czech company has been appointed the official Supplier of protective equipment for the sport.

Malvern Tyres has signed a long-term agreement with English top-flight rugby union club Gloucester to become the new naming rights partner for the South Stand at Kingsholm.

Esports organisation ESL has entered into a partnership with German clothing brand Snipes.

Media Rights

Public-service broadcaster ORF has extended its rights to domestic club football competition the ÖFB Cup as part of a wide-ranging four-season deal with the Austrian Football Association (ÖFB) through 2022.

Sky Italia has renewed its National Basketball Association (NBA) rights deal for the 2018/19 season and announced plans to launch a dedicated NBA channel.

Sub-Saharan African pay-television broadcaster SuperSport, has acquired rights to Serie A, the top division of Italian soccer, for at least the 2018/19 season.


Malaysia is set to have a team in the premier class of motorcycling championship MotoGP in 2019 after an agreement was reached for the SIC Racing entity to take over Angel Nieto Racing Team (ANRT).

Politics & Governance

Euroleague Basketball has confirmed the addition of Basketball Bundesliga's FC Bayern Munich and Pro A outfit ASVEL Villeurbanne to its top-tier competition on a pair of two-year licences.

Sickie of the Day

According to London-based human resources firm Bright HR, fans celebrating England's World Cup win over Columbia cost their country an estimated UK£500 million by calling in sick on Wednesday. Apparently two million employees did not show up for work following England's last-16 shootout win - Bright says that equates to a 400 per cent rise from Tuesday to Wednesday.

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