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©  Daimler AG
F1: Lewis Hamilton and the Mercedes team launch CSR initiative dedicated to diversity and inclusion

The Mercedes-AMG Petronas F1 Team and its driver Lewis Hamilton (GBR) have launched Ignite, "a joint charitable initiative to support greater diversity and inclusion in motorsport," announced the German group Daimler AG, the team's shareholder, on 27/07/2021. "The focus of effort for the…
Domain(s): Clubs, Public Authorities & Regulations, Sponsors & Partners
• Category(ies): Marketing - Communication, Social Responsibility
• Article # 224878
• Published on 28/07/21 at 17:40
©  Sportfive
Agencies: US investment firm HIG Capital now owns 100% of Sportfive (formerly Lagardère Sports)

The American investment firm H.I.G. Capital has acquired the 24.9% of Sportfive's capital that it did not already own, according to the sports marketing agency on 26/07/2021. Lagardère Sports and Entertainment has reverted to Sportfive, following the sale of the business by the Lagardère group…
Domain(s): Sponsors & Partners
• Category(ies): Agencies, Investment - Shareholding, Marketing - Communication
• Article # 224906
• Published on 28/07/21 at 17:00
©  Simone Arveda via UC Sampdoria
Serie A TIM: Banca Ifis (bank), main shirt sponsor of UC Sampdoria for 2021-22

Banca Ifis, a Genoese bank, has extended its partnership with UC Sampdoria (Serie A TIM) to become the club's main shirt sponsor for the 2021-22 season, announced the Italian club on 27/07/2021. The agreement also covers the Sampadoria's women's team, which will play in Serie A TIMvision for the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 224852
• Published on 28/07/21 at 14:40
©  New Zealand Rugby
Rugby: Ineos (chemicals), partner of New Zealand Rugby for six years from 2022

Ineos, a company specialised in the chemical sector, will become the "official performance partner" of New Zealand Rugby for six years from 2022, according to the rugby federation on 27/07/2021. "Ineos will appear on the back of the playing shorts and on the front of the training jersey for each…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication
• Article # 224843
• Published on 28/07/21 at 13:50
©  AC Milan
Serie A TIM: ROinvesting (forex) extends partnership with AC Milan for the 2021-22 season

ROinvesting, a Cypriot forex and cryptocurrency trading platform belonging to the Royal Forex Group, has extended its status as an official partner of AC Milan (Serie A TIM) for the 2021-22 season, announced the club on 27/07/2021. ROinvesting has had the status of official partner, the fourth…
Domain(s): Sponsors & Partners
• Category(ies): Digital, Marketing - Communication
• Article # 224839
• Published on 28/07/21 at 12:30
©  RCSA
RC Strasbourg Alsace: ÉS (energy) extends as main shirt sponsor (home kit) for 2021-2026

ÉS (Électricité de Strasbourg), the energy supplier of the Bas-Rhin region in France, has extended its role as a main shirt sponsor of RC Strasbourg Alsace (Ligue 1 Uber Eats) for their home kits, for an additional five seasons (2021-2026), announced the club on 27/07/2021. Since 2006-07, ÉS…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 224806
• Published on 28/07/21 at 11:00
©  AS Roma
AS Roma: DigitalBits (blockchain), main shirt sponsor for the 2021-2024 cycle (€36m)

Zytara Labs, a subsidiary of the American fintech company Zytara Inc specialised in digital assets (tokens, NFTs, etc.), has become the major partner of AS Roma (Serie A TIM) for €36m paid over three seasons (2021-2024), i.e. €12m per year, announced the Italian club on 27/07/2021. As part of…
Domain(s): Sponsors & Partners
• Category(ies): Marketing - Communication, Clubs, Activation, …
• Article # 224820
• Published on 28/07/21 at 09:40
©  Cagliari Calcio
Serie A TIM: Unipol Group (insurance), title sponsor of Cagliari Calcio's stadium until 2030-31

Unipol Group, an Italian insurance group, has become a partner of Cagliari Calcio (Serie A TIM) and acquired the naming rights to its stadium for ten seasons (2021-2031), according to the Sardinian club on 23/07/2021. The agreement also includes the naming of the Sardegna Arena (16,233…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication, Stadiums
• Article # 224804
• Published on 27/07/21 at 17:25
©  UEFA
UEFA: Engelbert Strauss (workwear), Europa League and Europa Conference League partner (2021-2024)

Engelbert Strauss, a German manufacturer of workwear and protective equipment, has become a partner of the Europa League and the Europa Conference League for three seasons (2021-2024), announced UEFA on 27/07/2021. "The Europa League and Europa Conference League presents Engelbert Strauss with…
Domain(s): Sponsors & Partners
• Category(ies): Authorities, Marketing - Communication
• Article # 224790
• Published on 27/07/21 at 15:30
©  PSG
Paris Saint-Germain: Autohero (used cars platform), premium partner for 2021-2024

Autohero, an online used car sales platform belonging to Berlin-based Auto1 Group SE, has become a global partner of Paris Saint-Germain (Ligue 1 Uber Eats) from 2021-22, announced the club on 27/07/2021. Autohero, a platform launched in France in 2019, has the status of premium partner, the…
Domain(s): Sponsors & Partners
• Category(ies): Clubs, Marketing - Communication
• Article # 224752
• Published on 27/07/21 at 12:30