The Mercedes-Benz Arena in Shanghai has a new sponsor . Maison Camus Coffee, the arena’s ninth founding partner, has become the official coffee and premium bottled water supplier for the 18,000 capacity venue.
Other sponsors include Blackberry, Budweiser, China Merchants Bank, China Unicorn, Coca Cola, Harman Kardon, Mengniu Milk and Moet Hennessy Diageo. The Mercedes-Benz Arena is operated by AEG, Oriental Pearl Group and the National Basketball Association.
The German luxury car maker has involved itself with another sports arena. A deal with the Singapore Indoor Stadium will give Mercedes-Benz an assortment of branding rights through in-venue signage and LED displays as well as prime parking spaces outside the arena for Mercedes-Benz drivers.
Daimler representative Wolfgang Huppenbauer said the deal reinforces the company’s strategy of positioning itself at the forefront of marquee sporting events and world-class performances.
In soccer news, the English Premier League team Arsenal has pledged to donate UK£300,000 to the Save the Children fund in Beijing. The donation will be aimed at improving the quality of education of disadvantaged children aged six to 15 at some of Beijing’s under-privileged schools.
"We are incredibly excited to be launching this new project which carries on our tradition of giving back to our community," said Arsenal chief executive Ivan Gazidis.
The club, which finished third in the Premier League last season, is preparing its first pre-season tour with visits to the Far East and Africa.
Telecommunications form Ncell has signed a sponsorship deal with the All Nepal Football Association worth about USD $110,000.
The one-year deal, which runs for the 2012/13 season, covers three of the national soccer governing body’s top competitions, including the ‘A’ Division Knockout Football Tournament, known as the Ncell Cup, held in September and October, August’s Under-16 tournament, and the National Women’s Football Tournament in July.
The company will also sponsor Nepal’s Women’s National Team, which is set to participate in August’s South Asian Football Federation Women’s Championship in Sri Lanka, and support the body’s annual Player of the Year Award.
In golf news, Singha Beer has extended its partnership with the Asian Tour for another two years. Included in the new agreement is the continuation of the “Singha Shot of the Week” brand on the tour’s highlights show.
The week rounded off with media deals. The global rights agency MP & Silva has acquired the pan-Asian rights to England’s Capital One Cup and Football League soccer competitions for the next five years.
The agreement with Pitch International includes 20 live Capital One Cup matches, highlights of each round and 5 minute online match clips, as well as top matches from the nPower Football League Championship, League One and League Two.
In total, the package will provide 90 live matches.
MP & Silva now owns and manages the broadcast rights in the continent for all English Cup competitions. The agency has also managed Premier League rights in selected territories in Asia since the 2010/11 season.