The New Zealand Cricket (NZC) governing body has renewed its long-term partnership with Ford New Zealand, the regional subsidiary of the US carmaker, for another three years.
The renewal extends a partnership that began in 2009 and will see Ford NZ continue as the governing body’s official vehicle provider, with the carmaker’s logo remaining a prominent fixture on the men’s and women’s national team kits.
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As part of the partnership, the domestic over-50s men’s competition will continue to be named the Ford Trophy.
Other commercial partners of NZC include UK sportswear brand Castore, financial services firm ANZ, beverages giant Asahi, pharmacy chain Chemist Warehouse, Indian sports technology company Dream11, fast food chain KFC, shaving brand Gillette, sports drink brand Powerade, and paint brand Dulux.
The European League of Football (ELF) pan-European American football competition has expanded its distribution across Africa after signing a rights deal with SportyTV, the African sports broadcaster owned by Sporty Group.
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By GlobalDataThe deal will see SportTV air a live ELF game every Sunday and five playoff games, as well as a wide range of additional content available on demand, including full game highlights and weekly magazine shows.
The regions that will gain access to ELF coverage include South Africa, Nigeria, Ghana, and Kenya.
The addition of ELF adds to SportyTV’s growing portfolio of rights, including soccer’s English Premier League, LaLiga, Serie A, Bundesliga, Spanish Super Cup, EFL Championship, DFB Pokal, Saudi Pro League, and Copa Libertadores.
Beyond soccer, SportyTV also covers the EuroLeague in basketball and the Professional Fighters League (PFL).
Al Ittihad, of Saudi Arabia’s top-tier Saudi Pro League (SPL), has added Korean manufacturer Hankook Tires as its title sponsor for the next three years.
The sponsorship will see Hankook’s logo prominently featured on in-stadium LED signage, media interview backdrops, and the club’s official team apparel.
Hankook Tire also plans to run engagement-driven marketing campaigns, such as integrated online and offline ticket giveaway events, to boost brand awareness and drive sales in the Middle Eastern market, including Saudi Arabia.
The deal adds to Hankook’s other sports sponsorships, which include European soccer’s UEFA Europa League and Europa Conference League, German club Borussia Dortmund, and the prestigious Ballon d’Or awards.
Silverstone, the motorsports venue and organizer of motor racing’s Formula 1 (F1) British Grand Prix, has strengthened its commercial portfolio after securing a new deal with brewing giant Heineken.
The deal will see Heineken become Silverstone’s exclusive provider of beer and cider, providing its brands Heineken, Cruzcampo, Inch’s Cider, Old Mout Cider, and Heineken 0.00% during events.
The deal comes days after the venue announced Austrian spirits brand NEFT Vodka as its first vodka sponsor ahead of motorcycling’s flagship MotoGP British Grand Prix this weekend (May 23 to 25).
Silverstone secured a 10-year contract renewal with F1 in 2024, guaranteeing it will host the British GP until 2034.
Liga Portugal, the organizing body of the top domestic soccer league, has announced a new partnership with global sportswear branding and labeling firm Avery Dennison.
The company becomes the league's exclusive supplier of official sleeve badges, names, and numbers to be worn by all players across Liga Portugal competition matches. The partnership extends to retail, with these embellishments featured on official replica kits.
The multi-season strategic partnership commences from July 2025.
Avery Dennison has a similar partnership with the English Premier League, which was renewed earlier this month through 2029-30.
The firm also provides this service for the Spanish national and LaLiga giants Real Madrid.
