Sponsorship - PSG Strikes Huge Qatar Deal; FIFA Unveil World Cup Regional Sponsorships

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Paris Saint-Germain Agrees to Qatar Tourism Deal

Paris Saint-Germain played in Qatar as part of their winter tour in January. (Getty Images)
The Qatar Tourism Authority and Paris Saint-Germain reached a sponsorship agreement.

French media reports say it will be worth €150m to €200m per year over four seasons.

As part of the deal, the club will help promote Qatar as a tourist destination.

The club, in turn, will receive exposure in new markets and access to training facilities in Qatar during their annual winter tour.

Additionally, billboards will go up around Paris displaying key players in front of Qatar landmarks, uniting the two under the banner, “Partners in Dreams.”

“Our association with QTA allows us to have the means necessary to develop the club in the direction that we envision,” said Jean-Claude Blanc, deputy CEO of Paris Saint-Germain, in a statement.

"The club's image clearly benefits from it and so do our results. We are able to give our supporters a high level of performance matching their expectations and our ambitions."

World Cup to Offer Regional Sponsorships

Regional sponsorship packages will be available from FIFA for the 2018 and 2022 World Cups.

“The current commercial structure has proven to be very successful for the last two editions of the FIFA World Cup with no packages left unsold,” said FIFA marketing director Thierry Weil on FIFA.com.

“However, we felt it was time for a change.”

This is the first time companies have had the opportunity to be involved with the World Cup on a regional basis.

Weil says the regional approach “offer a more targeted way for commercial affiliates to engage with their target audience.”

“For example, a company who is interested in the region of South America can now acquire the corresponding rights and not have to purchase a global package. The value proposition is much stronger.”

The packages will become available in 2015.

Heineken Extends with Champions League

Heineken sponsored this year's UEFA Champions League Trophy Tour. (Getty Images)
With a new three-year extension in place, Heineken’s partnership with the UEFA Champions League will run through the 2017-18 season.

A partner of the league since 2005, the brewers will promote the Champions League on its social media channels and receive greater exposure in Germany under terms of the deal.

UEFA marketing director Guy Laurent Epstein called Heineken “prestigious,” while Alexis Nasard of Heineken praised the Champions League’s “unrivaled international reach.”

AC Milan Names Mobile Partner

The biggest information and communication technology company in China has a new deal with one of Italy’s most prominent clubs.

Under a new contract, Huawei becomes the official mobile partner of AC Milan.

The club’s logo and player images will be used in Huawei promotions.

Adriano Galliani of AC Milan called the decision by Huawei a “great honor.”

Meanwhile, George Zhao, CEO of Huawei Italy, said his company is “excited to continue the partnership.”

By INSIDER’s Nick Devlin

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