LAST WEEK'S SPONSORSHIP NEWS

These stories cover sponsorship news for February 3-9, 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!

NEW XFL SPONSORSHIP

The XFL Roughnecks and Kroger announced a new partnership with Kroger named the presenting sponsor for the Home Opener that took place this past Saturday, February 8th. Kroger Houston Division President Joe Kelley said, “We look forward to seeing the impact this team will have on and off the field.” Read the complete press release on XFL.com

 

OFFICIAL AIRLINE PARTNER

Paris Saint-Germain, France's most successful football club, teams up with Qatar Airways as the new Premium Partner and Official Airline Partner for the next three seasons. This partnership extends to Paris Saint-Germain women's football and handball teams until 2022. The press release can be found on PSG.fr.

 

MCLAREN SECURES NEW SPONSOR

Darktrace entered into a partnership with McLaren, beginning with the 2020 Formula 1 season. It will provide artificial intelligence across the McLaren Group and McLaren Racing to protect the team against cyber-attacks. In return, the Darktrace brand will be represented on the rear wing of the McLaren MCL35 race car and on the race suits of the team's race drivers. Official press release available on McLaren.com.

 

PARALYMPIC SPONSOR NEWS

Japanese airline All Nippon Airways (ANA) was announced as a Supporting Partner of the Paralympic torch relay. This deal will bring extra promotion to the Paralympics through ANA's in-flight entertainment options and magazines.

The Paralympic Torch Relay Partnership Programme also includes water technology company Lixil as a Presenting Partner and energy company Eneos as another Supporting Partner.

Details for the ceremonial Paralympic torch flame lighting festivals available on SportBusiness.com

 

RENAULT RETURNS

French car manufacturer Renault co-signed a letter of intent with the French Rugby Federation to return as a major sponsor of French Rugby.

Renault was the FFR's official car from 2008 to 2012, reportedly paying €3m per year. BMW took over the deal from 2013 to 2016 and while it's not entirely clear what prompted the early contract termination, all parties seem to be in agreement with the changes. The sponsorship contract for Renault is scheduled for completion before March 31, 2020.

If you're interested in reading the about the drama, AKA speculation for early contract termination, head over to SportBusiness.com.

 

OFFICIAL SPORTS DRINK

BioSteel Sports Nutrition Inc. named the Official Sports Drink of the Brooklyn Nets and Barclays Center. This marks the first major partnership with a professional U.S. sports team for BioSteel.

The Brooklyn Nets had been using BioSteel products for years so this deal was a natural evolution of the relationship. The multi-year agreement will include significant branding exposure through digital and static assets at all Nets games at Barclays Center, as well as practice games at the HSS Training Center.

The press release is on PRNewsWire.com

 

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

GO BACK IN TIME:

Last Week Today: August 9 – August 15, 2021 Sponsorship News

This week: Media Network Misses the Mark, Erg-Enomics, Will Resale Lead to Rebound for Reebok, The Streaming Wars: Along Came a Mouse

Last Week Today: August 2 – August 8, 2021 Sponsorship News

This week: Nation Going Live Boosts Live Nation, Team Values Not Fazed by Pandemic, Conference Shake Up Rattles Financials, Liberty Rides F1 to Record Revenues

Last Week Today: July 19 – July 25, 2021 Sponsorship News

This week: Benz Bows Out, Caesars Steps In, The Games Still Gold for Broadcasters, Netflix Avoids Live Sports…For Now, Gaming You Can Sweat To

Last Week Today: July 12 – July 18, 2021 Sponsorship News

This week: NFL Relationship with Twitter Continues, Video Game Kicks in Revenue Boost for FIFA, Strength in Numbers: WNBA Eyes New Markets, Toyota at Tokyo: A Sponsor in the Shadows

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

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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

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