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©  Eredivisie
Netherlands: KPN (telecoms) title sponsor of the 2021 eDivisie, the Eredivisie's esports competition

KPN, a Dutch telecommunications operator, has extended its partnership with the Eredivisie and become the title sponsor of the body's esports competition, the "KPN eDivisie", for the 2021 season, which starts on 30/03/2021, announced the Dutch league on 26/03/2021. KPN, main partner of the…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication, Merchandising - Licensing
• Article # 212760
• Published on 26/03/21 at 15:09
©  FSV Mainz
Bundesliga: Mewa (textiles) succeeds Opel as naming partner of FSV Mainz's stadium in 2021-2026

Mewa, a German specialty textile company based in Wiesbaden (Hesse, Germany, neighbouring Mainz), has extended its partnership with FSV Mainz 05 (Bundesliga) and obtained the naming rights for its stadium for 2021-2026, on 24/03/2021. The stadium (34,000 capacity) will be named Mewa Arena from…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Stadiums
• Article # 212555
• Published on 25/03/21 at 11:19
©  Danone
Danone Nations Cup: official ball sold for the benefit of a charity providing access to water

The French food group Danone and the French brand Kipsta (Decathlon group), its official supplier for the Danone Nations Cup (see below), are committing themselves to supporting access to drinking water through the US charity Watering Minds, announced the food company on 24/03/2021. The French…
Domain(s): Sponsors & Partners
• Category(ies): Sporting Goods & Brands, Marketing - Communication, Social Responsibility
• Article # 212506
• Published on 24/03/21 at 17:49
©  Miami-Dade
NBA: FTX (cryptocurrency), title sponsor of the Miami Heat Arena for $135m over 2022-2040

FTX, a Hong Kong-based cryptocurrency trading platform, has signed a partnership agreement with Miami-Dade County (Florida, USA) to become the new title sponsor of the Miami Heat Arena (19,600 capacity) for the 2022-2040 period, announced the body on 23/03/2021. From 2022, the venue will be…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication, Stadiums
• Article # 212499
• Published on 24/03/21 at 17:24
©  D.R.
Video games: Neymar Jr. becomes the first athlete to have their own avatar on Fortnite

Epic Games, a US video game publisher, has entered into a licensing agreement with Neymar da Silva Santos Júnior to make the Brazilian player a playable character in the video game Fortnite, according to the Paris Saint-Germain (Ligue 1 Uber Eats) player via his Instagram account on…
Domain(s): Sponsors & Partners
• Category(ies): Digital, Marketing - Communication, Merchandising - Licensing
• Article # 212480
• Published on 24/03/21 at 15:20
Tokyo 2020: connected bracelets will send "pulses of support" to New Zealand athletes

ANZ (Australia and New Zealand Banking Group Limited) will activate its partnership with the New Zealand Olympic and Paralympic team, offering athletes the opportunity to wear an "ANZ Support Band" a connected wristband that will allow them to receive vibrations transmitted remotely by fans as a…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Stadiums
• Article # 212286
• Published on 24/03/21 at 14:10
©  FIGC
FIGC: Panini becomes an official partner of the Italian Football Federation until 2030

Panini, an Italian manufacturer of collectable cards and stickers, has become an official partner of the Federazione Italiana Giuoco Calcio for the senior men's national team until 2030, announced the Italian Football Federation on 23/03/2021. The group based in Modena (Emilia Romagna, ITA…
Domain(s): Sponsors & Partners
• Category(ies): Authorities
• Article # 212417
• Published on 24/03/21 at 11:45
©  Miami Dolphins / Open Miami
Tennis/Covid-19: Miami Open installs "cabanas", a premium offer outside the courts

The Miami Open (Florida, USA) is adapting its hospitality service in response to the Covid-19 pandemic and is offering "cabanas" (huts) outside the courts so that the public can follow the matches on-site, via a big screen, throughout the event which runs from 22/03 to 04/04/2021. Although the…
Domain(s): Sponsors & Partners
• Category(ies): Ticketing, Stadiums
• Article # 212347
• Published on 23/03/21 at 17:29
©  Bruin Sports Capital x TGI Sport
Bruin Sports Capital becomes a co-owner of TGI Sport (technology, media and marketing)

Bruin Sports Capital (Bruin) has entered into an agreement with Quadrant Private Equity to become a co-owner of TGI Sport (TGI), a multi-discipline sports infrastructure, technology and media rights company specialised in sports, according to the US investment fund on 22/03/2021. "The deal…
Domain(s): Sponsors & Partners
• Category(ies): Agencies, Marketing - Communication
• Article # 212325
• Published on 23/03/21 at 16:49
©  Ingo Cordes / SAP
Exclusive SAP: "If a decision maker sees how our software is used in sports, it can benefit them" (L. Lamade)

"If a decision maker sees how our software is used in sports, they can find the benefits for their own organisation. For instance, if SAP can track players on the football pitch or boats, it could track a customer in a store and provide insights of their habits to a retailer," said Lars Lamade…
Domain(s): Sponsors & Partners
• Category(ies): Social Responsibility, Marketing - Communication, Essentials Sponsors & Partners, …
• Article # 211930
• Published on 23/03/21 at 16:04