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  • FIS, Longines Extend Partnership - Sponsor Spotlight


    (ATR) The long-term partnership between the International Ski Federation (FIS) and Longines will last at least another five years.

    An extension through the 2025-26 season was signed this week by FIS and the Swiss watch brand.

    As the Official Timekeeper, Longines will receive extensive branding and provide advanced timing and data handling technology for the entire Audi FIS Alpine Ski World Cup and the FIS Alpine World Ski Championships in 2023 and 2025.

    ”Alpine skiing has been part of our brand’s history since 1924 and we are delighted to continue our active role in the development of this sport,” Longines CEO Matthias Breschan said in a statement.

    “Besides, we are proud to have, within the Longines Family, some of the best ski athletes: namely Mikaela Shiffrin, Marco Odermatt, Loïc and Mélanie Meillard, and Clément Noël. They are the embodiment of the sporting principles of Longines – precision and determination on the slopes with engaging personalities – perfectly representing the brand’s elegance.”

    In addition to being the Official Timekeeper of FIS since 2006, Longines plays an active role in the development of the next generation of Alpine ski racers. Through its Longines Rising Ski Stars prize, up-and-coming, young, World Cup athletes have the opportunity to earn support from the watch brand.

    Circle K Supports Irish Athletes

    A new promotion from Circle K is calling for the public to “Keep It Lit” in support of Ireland’s Olympic hopefuls.

    The initiative, launched last week to mark the start of the Tokyo 2020 Torch Relay, is part of the “Here for Ireland” campaign launched in 2019 that has so far raised about €750,000 ($881,678) distributed evenly among 172 Irish athletes.

    They receive tokens towards their fuel and food in Circle K stations, which is generated by the community who make purchases using the Circle K app or their Play or Park loyalty tag in-store.

    Under the “Keep It Lit” promotion, Circle K will double the value of the tokens at its stores in one county per day through April 25. Every county across the island of Ireland is included.

    Circle K, Ireland’s leading forecourt and convenience retailer, is a partner of both the Irish Olympic and Paralympic Teams.

    Partnership Deal for Jamaica NOC

    The Jamaica Olympic Association (JOA) and local lottery and gaming company Supreme Ventures Limited (SVL) sign a three year partnership deal worth JM$ 45 million (US$ 304,983).

    The cash support will benefit several sports and will help diversify the JOA’s corporate revenue base.

    But JOA president Christopher Samuda believes the value of the deal, which started on April 1, is more than just financial.

    He said "this partnership is denominated in words of trust, trust that together, JOA and SVL, can give life-giving blood to sport in oxygenating and transforming lives being lived in sport”.

    Monster Energy Enters Rugby Market

    England players Mark Percival, Tommy Makinson and Alex Walmsley at promo shoot (England Rugby League)
    England Rugby League and Monster HydroSport are teaming up ahead of the 2021 Rugby League World Cup.

    The sports energy drink will become an official partner to the men’s, women’s, and wheelchair England teams.

    Monster Energy HydroSport branding will be featured on the rugby shirts of all the England players across the three teams in the build up to, and during, the 2021 Rugby League World Cup.

    The deal marks the debut rugby partnership for Monster Energy.

    “This is great news for all three England teams that we will be able to work with Monster this year,” England and St. Helens player, Alex Walmsley said.

    “Having taken part in the promo shoot I can see how excited they are to be working with us and I’m sure they have big plans for their social media channels to help spread the Rugby League word in the build up to the World Cup later on this year.”

    Written by Gerard Farek

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