Digest - Nascar, Premier League, LG and the NEC

NASCAR

Office Depot to Sponsor Stewart.

The two-time Cup champion Tony Stewart, has reached an agreement that would make Office Depot a primary sponsor on his car if he finalizes a deal with Haas CNC Racing. Office Depot will be the primary sponsor for a potential NASCAR team part-owned by driver Tony Stewart, above. An announcement could be made as early as the weekend of the July 27 race at Indianapolis Motor Speedway. More...

US Army will continue to sponsor Earnhardt.
Dale Earnhardt, Inc. President Max Siegel expects to retain the U.S. Army sponsorship for his team's No. 8 Chevrolets next season. More...

Chevrolet reduces NASCAR sponsorship.
A US newspaper has reported that Chevrolet will reduce its sponsorship in NASCAR stock racing. The American Charlotte Observer newspaper says that the manufacturer is looking to reduce its sponsorship of race events, pace car deals and trackside advertising and is not planning to renew any track sponsorship that expire at the end of this season or in the future. More...


UK Football

Thomas Cook renew with Manchester City.
Thomas Cook has announced that it will extend its shirt sponsorship agreement with the Manchester City Football Club. This will mark the sixth season the travel operator has sponsored the Manchester City club. Thomas Cook’s chief executive officer, Manny Fontenla-Novoa, said: “We are delighted to continue our relationship with Manchester City as it builds on our position as one of the UK's best known brands. More...

OTHER

LG to Sponsor Birmingham Arena.
LG has announced an eight-year sponsorship deal with Birmingham’s NEC Arena that will see the venue renamed as 'LG Arena’. As part of the deal, the manufacturer will contribute to a £28M revamp of the site. New hospitality suites, bars, restaurants and improved backstage areas will all be installed, and the re-brand is expected to be active from autumn.

LG said that the agreement will allow it to engage with an additional one million consumers per year as it bids to increase its brand visibility.

According to UK marketing director, Andrew Warner, the deal shows the shift in the manufacturer’s focus from being a product-driven organisation to a marketing-driven one. He said: ‘Consumer alignment to a brand is no longer simply about preference for that brand’s products. It’s about how the brand makes a consumer feel. More...