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  • Thomas Cook offer Premier League club’s fans holiday Villa

    1 February 2009 | NewsSoccer, Sponsorship

    Thomas Cook has reached an agreement with another Premier League club. The two-and-a-half-year deal with Aston Villa FC will see the travel company offer discount holiday deals to the club’s fans. Villa, owned by American billionaire Randy Lerner, who also owns the NFL’s Cleveland Browns, took the almost unprecedented step… [Read more]

  • BCG the latest to sponsor London Olympics

    1 February 2009 | NewsOlympics, Sponsorship

    Length of contract: 3 years | Annualised value: US$5 million | Overall value: US$15m Boston Consulting Group (BCG), a company specialising in sales, marketing and corporate strategy, has signed a deal to become a tier-three sponsor of the London Olympic Games. The deal, which will see BCG advise the London… [Read more]

  • Beers are on Worcester as rugby club secure deal

    1 February 2009 | NewsRugby, Sponsorship

    Length of contract: 3 years | Annualised value: US$335,000 | Overall value: US$1 million Guinness Premiership rugby union club Worcester Warriors have extended their sponsorship deal with brewers Carlsberg for a further three years. “As the stadium and facilities continue to grow and improve, so will the levels of service… [Read more]

  • Hamburgers are main course for Emirates

    29 January 2009 | NewsSponsorship, Soccer

    Length of contract: 3 years | Annualised value: US$3 million | Overall value: US$9m Hamburg SV of the German Bundesliga has reached an agreement with the middle eastern Emirates airline to extend their deal until at least 2012. “Both Emirates and HSV have a very international approach, a passion for… [Read more]

  • Heineken Cup keeps its flavour

    29 January 2009 | NewsSponsorship, Rugby

    Length of contract: 4 years | Annualised value: US$4.25 million | Overall value: US$17m Dutch brewer Heineken has extended its sponsorship of the European Rugby Cup (ERC) until the end of the 2012/13 tournament. Heineken has sponsored the event, known as the Heineken Cup, since November 1995. “The partnership between… [Read more]

  • Toyota and Audi replace GM in Yankees deal

    29 January 2009 | NewsBaseball, Sponsorship Contract

    Major League Baseball team the New York Yankees have agreed deals with Toyota and Audi to become the team’s automotive sponsors, taking over from General Motors Corp, who have suffered during the current economic downturn. Yankees chief operating officer Lonn Trost has announced that both car manufactures will take over… [Read more]

  • Moosehead is the official beer of NBA in Canada

    29 January 2009 | NewsSponsorship, Basketball

    Length of contract: 2 years | Annualised value: US$1.5 million | Overall value: US$3 million Moosehead Breweries Ltd. has signed a deal with the National Basketball Association in Canada, making it the league’s official beer. The deal will give the company television exposure across Canada during broadcasts on all six… [Read more]

  • NBA toast Panini in new trading card deal

    28 January 2009 | NewsBasketball, Sponsorship

    European manufacturer Panini has secured the exclusive rights to produce and distribute NBA trading cards for four years from the 2009/10 season. The Italian company, which will produce up to 20 different NBA-licenced products each season, will open an office in New York.“Over the years, NBA trading cards have served… [Read more]

  • League Cup champions’ celebratory beers are on Coors

    28 January 2009 | NewsSoccer, Sponsorship

    Length of contract: 3 years | Annualised value: US$9 million | Overall value: US$27m Coors Brewers has extended its sponsorship of the League Cup, the second most important cup competition in English soccer, for a further three years. The partnership between the brewers and Tte Football League will continue until… [Read more]

  • Indian Wells goes global with French bank

    27 January 2009 | NewsSponsorship, Tennis

    Length of contract: 5 years | Annualised value: US$1.2 million | Overall value: US$6 million California’s prestigious Indian Wells tennis tournament will be known as the BNP Paribas Open from this year after organisers agreed a five-year deal with the French bank. The agreement, which includes an option for a… [Read more]