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Milo joins SEA Games The Malaysian SEA Games Organising Committee (MASOC), the team behind next year’s multi-sport event in Kuala Lumpur, has gained a new partner in chocolate drink brand Milo. The Nestlé-owned company will support MASOC’s efforts to promote the Games to Malaysia’s youth by touring vans bearing the KL SEA Games’ promotional logos around 7,000 schools across the country. The deal is worth a total of around RM7.2 million (US$1.76 million), which the country’s youth and sports minister Khairy Jamaluddin broke down as RM700,000 in cash, RM500,000 in kind and then RM6 million in marketing support. Length of contract: 1 year Annualised value: US$1.76 million Overall value: US$1.76 million Sport: Multiple sports
Bingle renews with Richmond Tigers Australian insurance firm Bingle has confirmed that it will remain as the back-of-shirt sponsor of Australian Football League (AFL) side Richmond Tigers for a further season. Suncorpowned Bingle has been a partner of the Tigers for the past six seasons, with its current deal set to expire in November. The new one-year agreement is worth AUS$1 million (US$750,000) to the Australian rules football club, and comes just after they announced the signing of Neil Balme as general manager of football. Length of contract: 1 year Annualised value: US$750,000 Overall value: US$750,000 Sport: Australian rules football
St Pauli snap up Levi’s renewal Global fashion brand Levi’s has extended its partnership with German soccer side FC St. Pauli, ahead of the 2016/17 season. Last season, Levi’s sat on the fourth tier of the club’s sponsorship hierarchy, but it will now move up to the second tier in a renewed two-year deal. The US-based company will work on social commitments in the local Hamburg area, and will receive branding around the club’s Millerntor Stadium. The deal represents Levi’s only play in German sport, despite a considerable presence within its native United States sports market, which includes the naming rights to National Football League (NFL) side San Francisco 49ers 68,000-seater stadium. Length of contract: 2 years Annualised value: US$336,000 Overall value: US$672,000 Sport: Soccer
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Bundesliga side Hertha Berlin have renewed their long-running partnership with insurance firm AOK
Leidos team up with Roush Fenway Racing
BCB pitches Impress Matra partnership
Roush Fenway Racing has announced a multi-race partnership with global science and technology solutions provider Leidos. The company will serve as a primary sponsor of Bubba Wallace’s number six Ford Mustang in the Nascar Xfinity Series races at Dover, Charlotte, Kansas and Texas in October and November. In line with similar deals in Nascar, SportsPro estimates that Leidos will be spending around around US$600,000 over the three races. “Teaming with Roush Fenway Racing and Bubba gives us the opportunity to share the Leidos story with 80 million Nascar fans,” said Roger Krone, Leidos chairman and chief executive. “We share a passion for engineering breakthroughs with Roush Fenway Racing, which makes this a natural fit for our organisation.” Length of contract: 1 year Annualised value: US$600,000 Overall value: US$600,000 Sport: Motorsport
The Bangladesh Cricket Board (BCB) has signed a major two-year deal with Impress Matra Consortium. The group will have a wide range of rights relating to home matches played by the Bangladesh national team, including title sponsorship of Test series, one-day matches and Twenty20 games against international opposition, as well as extensive in-venue branding and fan engagement opportunities. According to reports from the country’s media, the deal is worth 17 crore takas (US$215,000). Length of contract: 2 years Annualised value: US$107,500 Overall value: US$215,000 Sport: Cricket
Earnhardt secures a primary sponsor Otter Pops was the primary sponsor of the Nascar Sprint Cup driver Jeffrey Earnhardt for the Bojangles’ Southern 500 race at Darlington Raceway. The race marked the return to Nascar sponsorship for the US-based ice pop company following a 20-year hiatus. The financial terms of the one-race agreement were not released but based on trends within the stock-car racing series, the deal is likely to be worth around US$600,000. Length of contract: 1 year Annualised value: US$600,000 Overall value: US$600,000 Sport: Motorsport
Mainz ink Intersport deal German soccer outfit FSV Mainz 05 have become the second Bundesliga team to partner with sporting goods retailer Intersport Deutschland. The beginning of the oneyear deal with the club was marked during September’s match at Mainz’s Opel Stadium against 1899 Hoffenheim – Intersport’s other Bundesliga partner. Intersport will receive branding on the TV-relevant LED boards at the Opel, as well as on static hoardings around the stadium. According to German industry observer Sponsors.de, the deal is likely to be worth a fee in the region of €150,000 (US$168,000) to the Rhineland-Palatinate club. Length of contract: 1 year Annualised value: US$168,000 Overall value: US$168,000 Sport: Soccer