Curling: PepsiCo-owned snack brand Cheetos has become a major partner of USA Curling. National Football League (NFL) star Vernon Davis, of the Washington Redskins, is joining the Cheetos campaign to raise the profile of curling in the country and encourage more participation in the sport.
College sports: Japanese sportswear and equipment manufacturer Mizuno has become the official performance apparel partner of the Boat Race, the annual rowing race between the English universities of Oxford and Cambridge. The brand will design and supply performance apparel and gym wear for the men's and women's squads from both universities for the next four editions of the contest.
Triathlon: Mizuno has also renewed its partnership with Ironman Brazil and will continue to supply equipment to the triathlon event until 2022.
Winter sports: The International Bobsleigh & Skeleton Federation (IBSF) has extended its media and marketing partnership with Infront Sports & Media for another four years. Infront will continue to manage worldwide distribution of all media rights for the men’s and women’s BMW IBSF World Cup and World Championships in both bobsleigh and skeleton, and take the federation's major sponsorship packages to market, until 2021.
Volleyball: The Chinese Volleyball League (CVL) has added online media outlets Jinri Toutiao and Live.qq.com to its broadcast partners. Toutiao joins Suning Sports and Sina Sports as a short video and highlights partner, while Tencent-owned Live.qq.com becomes the official new media live broadcasting platform of the league, and will show 180 matches live throughout the 2017/18 season.
Cylcing: Printing solutions provider Brother UK has been named as the new jersey sponsor of British cycling outfit Team OnForm for the 2018 season. Brother's branding will appear on the shirts of both the men's and women's teams, with the women having won the 2017 UK Women’s Team Series.
Motorsport: Scottish biscuit manufacturer Tunnocks will sponsor British rally team M-Sport at this weekend's Wales Rally GB, the final round in the 2017 season's FIA World Rally Championship. M-Sport's Ford Fiestas will be branded with Tunnock's livery for the race.