Deal Flow: 7-7-2009

Panasonic signed on as an official partner of the NHL's L.A. Kings. Panasonic's role as the "Official Partner of the LA Kings" is part of a broader, long-term strategic agreement between Panasonic and AEG, the sports and entertainment company that owns the NHL team. The deal includes product integration for Panasonic in AEG-owned properties throughout North America.

Go Daddy, the domain name registrar, dove in to MMA with a title sponsorship deal with UFC rival, Affliction. The deal is for Affliction M-1 Global's "Trilogy," slated for August 1st, at Honda Center in Anaheim, California. Why is this a big deal? Because signing a major non-endemic sponsor means that Affliction may have a better chance at challenging what many perceive to be UFC's near monopoly on the sport of MMA. The sponsorship will include Go Daddy Ring Girls, logo placement in the center of the ring, presentation of the "Tale of the Tape" and the GoDaddy.com Fight Plan. Go Daddy also sponsors athletes or events in other sports such as IndyCar, NASCAR, PokerStars and LPGA.

The 101st running of the Chicago Yacht Club's Race to Mackinac won't be without a presenting sponsor. Lands' End signed on for its seventh year as presenting sponsor of the event, which sets sail from Chicago on July 18.