Herbalife will serve as both title sponsor and official nutrition company of the World Football Challenge for a second straight year.
Activation centres on promotional activities at the eight venues in nine U.S. cities hosting the summer exhibition series from July 18 through Aug. 11.
This year’s WFC will see Toronto FC, D.C. United, LA Galaxy and the Seattle Sounders square off against a who’s who of international football that includes Chelsea, Liverpool, Paris St. Germain, AC Milan, Juventus, Real Madrid and Celtic.
Herbalife’s renewal arrives less than three months after the nutritional supplement company signed the longest and largest deal in Major League Soccer history, a 10-year and $44 million shirt sponsorship of LA Galaxy.
Euro 2012 Partners Ready for Kickoff
French telecommunications giant Orange is among the Euro 2012 partners ramping up their activity ahead of tonight’s kick-off.
Version two of the tournament’s official mobile app by Orange adds geolocation and augmented reality so fans can better find friends, venues and viewing parties, whether in Poland and the Ukraine or elsewhere.
And the aptly titled Supporters’ Cup Shake & Shout app lets fans measure the volume of their cheers and compete for tickets and other prizes.
Also this week, adidas launched a new portal on photo blogging site Tumblr to give followers access to pictures, videos and podcasts involving adidas athletes such as Leo Messi, Xabi Alonso, Iker Casillas and David Beckham.
McDonald’s , meanwhile, is using Friday’s kickoff to introduce a football-themed menu that includes items such as the Cheese & Bacon Striker and Chicken Maestro burgers.
Bird’s Nest Stadium hosted AC Milan and Intermilan in the Italian Super Cup last August. (Getty Images)
Spanish FA, Chinese Promoter Ink Deal
Spain’s annual Supercopa is the latest football competition bound for Beijing’s “Bird Nest”.
A seven-year partnership between the Spanish Football Federation and Chinese promoter United Vansen International Sport is set to send the two-legged showdown between winners of the Primera Division and Copa del Rey to the former Olympic Stadium from 2013.
Italy already plays its own Supercoppa there, and English Premier League rivals Arsenal and Manchester City take the pitch July 27 for the so-called China Cup.
New Shirt Sponsor for Oman
Oman Air will sponsor the country’s national team in a one-year shirt deal signed just in time for an Asian zone World Cup qualifier against Australia on Friday.
“It is always refreshing to get such strong support from local Omani companies who are keen to get behind the national team and support them through their 2014 World Cup journey,” Oman Football Association chairman Sayyid Khalid al Busaidy said Wednesday in a statement.
Capital One Sponsors League Cup
U.K. credit card company Capital One will lend its name to The Football League’s showpiece cup competition for the next four years.
“The Capital One Cup gives clubs, big and small, a chance to compete on the national footballing stage and we look forward to introducing ourselves to millions of football fans across the country,” Capital One UK CEO Brian Cole said in a statement.
By INSIDER’s Matthew Grayson
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