Sports sponsorship is a global business worth an estimated $60 billion. Each week we bring the Sport for Bussiness network a look at some of the biggest deals and trends that are continually reshaping the ways in which sport and commercial partners interact.

Today we highlight a breakthrough for Irish Whiskey in US Golf, Hyundai’s global deal with Archery, the English Premier League rowing back on gambling, the Irish presence in a major Visa partnership for the Women’s World Cup and a blockchain partnership in Wheelchair Rugby

 

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BUSHMILLS BECOMES THE OFFICIAL WHISKEY OF THE PGA TOUR

 

Whiskey and Golf make comfortable bedfellows in terms of demographic and positioning and Northern Irish brand Bushmills has struck a blow for Ireland and the Irish spelling of the tipple by signing up as the Official Whiskey (with an ‘e’) of the Tour.

As part of the deal, Bushmills will launch a national retail suite, digital campaign, branded onsite activations and consumer sweepstakes, giving fans a chance to win exclusive PGA TOUR rewards. Bushmills will also serve Irish coffees and introduce a range of aged single malts from an onsite whiskey bar.

The Irish Whiskey market in the United States is reported to have doubled in size over the last decade.

 

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FIJI RUGBY WATER DEAL GIVES INDICATOR OF WORLD CUP BOOST

 

Fiji Rugby has received a massive boost ahead of the upcoming Rugby World Cup with the announcement that Fiji Water has committed to a multi-million-dollar sponsorship of the team.

The agreement with what is billed as the ‘Earth’s finest water’ will provide $3.8 million to help ensure the Fijians are in the strongest position to compete at the World Cup in France.

This deal builds on previous support FIJI Water provided for the team when it was a supporting sponsor of the team in 2020 during the Autumn Nations Cup. For the past three years, the FRU has been supported through the Fiji Sports Commission and government funding.

 

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ENGLISH PREMIER LEAGUE ENDS SHIRT FRONT GAMBLING SPONSORSHIP

The 20 clubs currently in the English Premier League have today collectively agreed to withdraw gambling sponsorship from the front of clubs’ matchday shirts. The self-regulation will come into effect from the start of the 2025/26 season.

This gives three years for the eight clubs currently sporting betting brands on their short to find new sponsors. They are Newcastle, Leeds, Everton, West Ham, Fulham, Brentford, Bournemouth and Southampton.

The announcement follows an extensive consultation involving the League, its clubs and the Department for Culture, Media and Sport as part of the Government’s ongoing review of current gambling legislation.

That may yet supersede the voluntary stepping back from gambling and may force further restrictions. today’s announcement still allows for alternative shirt positioning, in-stadium LED advertising, and other sponsorship assets to remain open to betting companies.

In the Republic of Ireland, only Dundalk still have a betting shirt sponsor, a dramatic change from only a few short years ago when they were much more prevalent.

The Government here is also likely to introduce new legislation in this area following the announcement of the creation of a gambling regulator.

The GAA and the FAI both have a formal policy not to accept gambling-related sponsorship, though the National Lottery does remain a key, albeit less visible funding mechanism for sport in a number of different forms through central Government funding.

The Scottish Premier League has indicated it has no plans to extend a similar restriction.

 

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HYUNDAI BACKING WORLD ARCHERY

 

Hyundai has secured naming rights to the World Archery Federation’s premier international events, the World Archery Championships and Archery World Cup, for three additional years. The agreement extends through the 2025 season to complete a 10-year partnership that began in 2016.

World Archery’s annual international circuit, which usually consists of four stages and a grand finale, is officially known as the Hyundai Archery World Cup. The next two editions will take place in Berlin, Germany in 2023 and in Gwangju, Korea in 2025. This year’s event is also the primary qualifier for the Paris 2024 Olympic Games.

Through the deal extension, Hyundai Motor retains extensive branding at global archery events and exposure in all related broadcasts and retains sector exclusivity as the official mobility sponsor of World Archery, the championships, and the international circuit.

With the extension, Hyundai Motor also becomes World Archery’s first sustainability partner, recognizing the company and federation’s shared commitment to achieving carbon neutrality and demonstrating social responsibility.

 

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BRITISH WHEELCHAIR RUGBY SECURES BLOCKCHAIN SPONSORSHIP

 

Great Britain Wheelchair Rugby has announced a new three-year partnership with Socios.com, the leading fan engagement and rewards platform, to support the sport’s continued growth. This comes as part of Socios.com’s community and social impact initiative, Socios.com Supports.

The move feeds into GBWR’s strategy to continue raising the profile of wheelchair rugby by forging new partnerships and pursuing commercial opportunities, with the ultimate goal of increasing nationwide participation and driving performance to secure podium finishes at major tournaments.

It comes ahead of the 2023 Wheelchair Rugby European Championship, where Paralympic gold medallists Great Britain will host the continent’s top teams as they vie for European glory and the chance to defend their Paralympic title by qualifying for the Paris 2024 Paralympic Games.

Socios.com will also be partnering with the European Championship, taking place at Cardiff’s Principality Stadium from the 3rd to the 7th of May.

 

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VISA BACKING FOR 33 STAR AMBASSADORS AHEAD OF WOMEN’S WORLD CUP

 

FIFA sponsor Visa has unveiled the names of 33 women players who it will sponsor via its Team Visa programme up to and through the Women’s World Cup Australia and New Zealand 2023.

Visa is the Exclusive Payment Service Partner of FIFA, and has run its Team Visa programme since 2000.

The programme is designed to help players “thrive personally and professionally”. As well as sponsorship money, Visa provides support for players’ philanthropic endeavours, financial literacy tools, and mental health and wellness resources.

Megan Campbell is the one representative on the Republic of Ireland team that is part of the deal.

The full list is as follows:

Miriam Mayorga (Argentina), Ellie Carpenter (Australia), Debinha (Brazil), Christine Sinclair (Canada), Ashley Lawrence (Canada), Haiyan Wu (China), Wang ShanShan (China), Daniela Montoya (Colombia), Shirley Cruz (Costa Rica), Katerina Svitkova (Czech Republic), Eugenie Le Sommer (France), Lea Schüller (Germany), Sara Björk Gunnarsdottir (Iceland), Laura Giuliani (Italy), Mana Iwabuchi (Japan), Fatima Tagnaout (Morocco), Ghizlane Chebbak (Morocco), Claudia Bunge (New Zealand), Inna Palacios (Philippines), Marta Cox (Panama) Ewa Pajor (Poland), Megan Campbell (Republic of Ireland), Camelia Ceasar (Romania), Cho So-hyun (South Korea), Kosovare Asllani (Sweden), Ramona Bachmann (Switzerland), Didem Karagenc (Turkey), Huynh Nhu (Vietnam), Fran Kirby (England), Lauren James (England), Catarina Macario (United States of America), Mallory Swanson (United States of America) and Sam Mewis (United States of America).
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