LAST WEEK'S SPONSORSHIP NEWS

These stories cover sponsorship news for December 16-22, 2019. This is part of our "Last Week Today" series that includes a weekly roundup of the past week's most exciting and industry-altering news. Check back on our blog every Monday for updates!

TOUR OF BRITAIN

The Tour of Britain retains its Czech car brand Škoda as Official Car Partner and ‘King of the Mountains’ jersey sponsor. This partnership dates back to 2011 making them the longest-running jersey partner.

Race organizers announced that they are looking for a new title partner for the Women’s Tour and Tour of Britain from 2020 to replace OVO Energy whose three-year partnership is ending.

As reported on SportBusiness

FANTASY FOOTBALL IN INDIA

The Spanish soccer league, LaLiga partners with Dream11 as its official fantasy game in India. The five-year deal starts this season and runs until the end of 2023-24.
This is apparently the first ever regional partner in the India subcontinent.

Read more on SportBusiness.com

SPANISH RUGBY FEDERATION

Joma will continue to supply kits for the Spanish Rugby Federation teams. Joining them, are Italian insurance group Generali, Spanish energy company Iberdrola, and Dutch brewing company Heineken as the main sponsor.

COCA-COLA BUYS RIGHTS

The Italian Super Cup naming rights were bought by Coca-Cola. On December 22nd, we witnessed for the first time ever, the “Coca-Cola Supercup.”

The game will be played in Saudi Arabia, which is part of a deal between Serie A and the country’s General Sports Authority (GSA). Apparently, that has been the source of some criticism by BeIN Sports who has threatened to pull out.

Read more on SportsPro Media

ITALIAN TEAM PARTNERS WITH CHINESE BRANDS

Italian soccer giants Juventus have extended their partnership with Chinese mineral water firm Ganten until 2023. Additionally, have partnerships with Chinese based Linglong Tire until 2022, and the video game company Konami.

Read more on SportsPro Media

ELECTRIC SCOOTER IN ITALY

Italian soccer club AS Roma adds a new technical sponsorship with electric scooter sharing service eCooltra. Co-created promotions will focus on encouraging environmentally-friendly living and travel.

MAKERS WANTED BAHAMAS BOWL

Elk Grove Village is in its second year of sponsoring the college football bowl game in the Bahamas. This unconventional sponsorship is a $300,000 deal that includes exposure through ESPN’s national broadcast and additional commercial videos.

The Daily Herald has more details

NBA ESPORTS NEW PARTNER

Gaming and Entertainment Mobile Systems (GAEMS) named the official travel gaming partner for the NBA 2K League team Magic Gaming.

Expect some co-branded content on social media as well as customized “personal gaming environments” for players.

Look out next Monday for the usual round-up on sponsorship news.