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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]
Despite record losses of around US$38 billion, the Royal Bank of Scotland has signed a new four-year deal with rugby union’s Six Nations Championship worth nearly US$28 million.The bank has sponsored the Six Nations Championship, which features England, Scotland, Wales, Ireland, France and Italy, since 2003, in which time the… [Read more]
Length of contract: 1 year | Annualised value: US$3 million | Overall value: US$3m New York marketing agency Syrup has been appointed to promote Teamsport, the sportswear manufacturer Puma’s soccer-focused brand. The agency will create adverts highlighting Puma-sponsored teams at the 2010 Fifa World Cup, as well as the company’s… [Read more]
Length of contract: 1 year | Annualised value: US$950,000 | Overall value: US$950,000 Wigan Warriors, Great Britain’s most successful rugby league club, has agreed a new one-year sponsorship deal with online gambling site Meccabingo.com. The Meccabingo.com logo will be displayed on the front and back of the team’s home and… [Read more]
The New Zealand international rugby union team has renewed its long-running deal with Adidas for the next ten years in what is the largest contract in the sport's history. The existing deal was not set to end until 2011, but the sports apparel brand was keen to extend the deal… [Read more]
Premier Rugby Limited (PRL) have agreed a three-year deal with Sky Sports and Setanta Sports for live televised coverage of the Guinness Premiership in the UK. The deal, which will come into effect from the 2010/11 season, is worth more than US$78 million, according to competition organisers Premier Rugby. That… [Read more]
Everards’ Tiger Best Bitter brand and Leicester Tigers Rugby Club have signed a new 10 year sponsorship and supply deal, extending a five year association. As part of the 10-year package Everards will be the exclusive drink supplier of the team, as well as enjoying hospitality and branding at the… [Read more]