LAST WEEK'S SPONSORSHIP NEWS

These stories cover sponsorship news for December 30, 2019 - January 5, 2020. 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!

 

JBL & HUGO BOSS JOIN IN

Singapore-based mixed martial arts (MMA) promotion ONE Championship added two names to its already lengthy strategic partnerships list of global brands. JBL and Hugo Boss join TUMI, Redbull, Lazada, DBS Bank, Foodpanda, Harvey Norman, Secretlab, California Fitness, Kredivo, Reckitt Benckiser and Unilever.

As reported on SportsPro Media

 

IT'S A SPONSOR EXODUS

Supermarket giant Aldi becomes latest major sponsor to not renew its partnership with Foodball Federation Australia (FFA) after its contract expired at the end of 2019.

Aldi already invested more than $10.4 million over the last three years and decided to not continue.

This news comes just after petroleum brand Caltex ended its title sponsorship of the men's national team. And also after the National Australia Bank ended its 15-year relationship.

Now, we wait to see if Hyundai, a sponsor of the Australia top-flight men's competition, will renew or walk away when the current campaign ends.

Read more on SportsPro Media

 

FORMULA1 TEAM GETS A NEW NAME

The Alfa Romeo Racing team has agreed to a co-title sponsorship deal with Polish petroleum firm PKN Orlen. The deal will see the team compete as Alfa Romeo Racing Orlen from the 2020 season and will include branding on the team's C39 car as well as on trackside assets.

Alfa Romeo initially secured title rights to the Formula One team in a deal with Sauber Motorsport in 2018.

Full team rights were then acquired in 2019 when the deal was upgraded.

Read more on SportBusiness.com

 

PUMA DEAL WORTH MILLIONS

Dutch top-flight soccer outfit PSV Eindhoven will reportedly earn between $44.5 million and $55.7 million from a rumored new five-year kit deal with German sportswear giant Puma. That's three times more than they do from their current agreement with British manufacturer Umbro.

Apparently, Umbro had until 1st January to rival an offer from Puma, which was first reported in October, but none was made before the deadline.

Read more on SportsPro Media

 

TOKYO 2020 PARALYMPIC GAMES

The Tokyo 2020 Paralympic Games Torch Relay has a three-tier sponsorship programme, comprising Presenting Partners, Supporting Partners and Associating Partners.

Joining Presenting Partner Lixil, a water and housing products manufacturer, is Japanese energy company JXTG Nippon Oil & Energy Corporation. JXTG joins as a Supporting Partner of the Tokyo 2020 Paralympic Torch Relay, which will take place from August 13 to 25.

JXTG is also a Gold Partner of the Tokyo 2020 Olympic and Paralympic Games, and is also supporting the Olympic Torch Relay.

Paralympic torch relay

Read more on SportBusiness.com

 

 

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

GO BACK IN TIME:

Last Week Today: June 28 – July 4, 2021 Sponsorship News

This week: NBA Eyes NFL for Sponsorship Crown, Mercury Rising on Women Sports Sponsorship Interest, The Market Sees Strikes for Bowlero, The NIL Era Begins

Last Week Today: June 21 – June 27, 2021 Sponsorship News

This week: Racing’s New Secret Weapon: Netflix, Chipotle with a Side of Tesla, Brick and Mortar Gyms Strike Back, Pandemic a Positive for Golf

Last Week Today: June 14 – June 20, 2021 Sponsorship News

This week: Sunday Spirits – Diageo Signs with NFL, Sports Media Partnership Falls Through…For Now, A Sticky Situation for MLB, NFL Going Green?

Last Week Today: June 7 – June 13, 2021 Sponsorship News

This week: Supply Chain Issues Back-Up Bikes, PGL to Threaten PGA?, NFL International Looks at German Return, Bettors ‘All In’ on Table Tennis

Last Week Today: May 31 – June 6, 2021 Sponsorship News

This week: Fox Sports to Revive USFL, Endorsements Edge Salaries for Top Athletes, 17-Game Season Just a Pit Stop?, Media-Backed WNBA Seeing Gains

Last Week Today: May 24 – May 30, 2021 Sponsorship News

This week: The Association Eyes Africa for Growth, Nike Doubles Down on Osaka, Amazon Strikes Back, Nielsen Folds in Streaming

Last Week Today: May 17 – May 23, 2021 Sponsorship News

This week: Merger Makes Media Monster, Wearable Attracts Athletes and Investors Alike, The Association Targeting the Emerald City, Streaming Giant Looks to Enter Gaming

Last Week Today: May 10 – 16, 2021 Sponsorship News

This week: New Sports Rising, Google to Search for WNBA Solution, Super Threat to the Tour?, Big Game Winner? The One’s Bringing It to You

Last Week Today: May 3-9, 2021 Sponsorship News

This week: New Sports Rising, Google to Search for WNBA Solution, Super Threat to the Tour?, Big Game Winner? The One’s Bringing It to You

Last Week Today: April 26 – May 2, 2021 Sponsorship News

This week: Major Moves for EA Sports, Anta Ups the Ante, Crypto Kings: Pro Sports Buying into Bitcoin, Passing Grades for Academy in 2020

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