Rolling sports business news wrap: Every deal, every day

Top story: Team Vitality announce new marketing partnership with Infront.

Rolling sports business news wrap: Every deal, every day

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Top story

French esports outfit Team Vitality have announced a new marketing partnership with the Infront agency.

Vitality are seeking to tap into their new partner’s experience and network within traditional sports, while also educating brands who are interested in jumping in to esports. Infront is already active in esports, having previously worked with STARK eSports, to launch a FIFA team, FOKUS CLAN, and partnered with Penta Sports.


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“It is with great enthusiasm that we enter the world of esports in France by teaming up with Team Vitality,” said Jean-François Jeanne, managing director of Infront France, in a statement. “We will support them in their development and support their ambition to build the best team in the world. We chose Team Vitality because it is a well-structured club that guarantees a return on investment for partners.”

The French team, founded in 2013, competes in six titles, most notably within the highest European competition for League of Legends. Vitality already boasts a partnership portfolio with brands including Adidas, Volvic, and Renault Sport. 


UCI World Tour race, the Tour of California, has renewed its title sponsorship with Amgen in a multi-year deal

German soccer outfit FC Schalke 04 will become the official partner club of Kick It, one of the largest US youth football tournaments, in a three-year deal.

Hertha BSC have announced Yabo Sports as a new official and exclusive betting partner in Asia for the upcoming season 2018/19.

In rugby union, the Welsh Premiership and the WRU National Youth Leagues have renewed their title sponsorship with Principality Building Society for the 2018/19 season.

The American Flat Track (AFT) motorbike racing series has announced a new partnership with Mustang Seats, that sees the company become the AFT's Official Seat for the 2018 season and the title sponsor of the 2018 Mustang Seats Rookie of the Year Award.

Sticking with motorsports, the Suncity Group has been named once again as the title sponsor of this year’s 65th Macau Grand Prix.

York Racecourse has secured title sponsorship for two high profile races with MansionBet. The online sportsbook and casino brand puts its name to the MansionBet Yorkshire Cup on 18th May and the MansionBet Sprint, on 26th May.

Media Rights

German sports broadcaster Sport1 has renewed rights agreements for the Uefa Youth League, until 2021, and the Uefa Women’s Champions League club soccer tournaments. The Uefa Women's Champions League deal sees the network secure rights to this month's final and all of the 2018/19 tournament.

Amazon Prime Video will be airing live coverage of the 2018 AVP Pro Beach Volleyball Tour season starting this week with the Austin Open.

Personal Endorsement

Indian cricket star MS Dhoni has become a brand ambassador for pharmaceutical retailer Netmeds Marketplace


English rugby union club Gloucester have secured a partnership with digital specialists Landways to upgrade WiFi infrastructure at Kingsholm Stadium. The move allows club to roll out a number of initiatives in conjunction with digital agency Clock, including an advanced new fan experience app. 

Bidding & Hosting

Cricket West Indies (CWI) has announced the team will return to the United States later this year to face Bangladesh in two 'home' Twenty20 internationals. The Windies will play the tourists at the Central Broward Regional Park (CBRP), Fort Lauderdale, on back-to-back dates 4th August and 5th August.

Round of the Day

Prosecco DOC and Dorna WSBK Organisation have announced the Italian company will be the title sponsor for the sixth round of the championship, at Donington Park. Continuing to grow in popularity in the UK, Prosecco DOC is the leading producer of the popular drink, a title the consortium has held since 2009 after receiving its Controlled Designation of Origin. 

“Prosecco DOC – UK Round. Sounds really good”, Stefano Zanette, chairman of the consortium for the protection of Prosecco DOC. Not if you're buying.

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