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!



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



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



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.




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



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




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


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