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SBD Global/June 20, 2012/Marketing and Sponsorship

Marketplace Roundup

The Swiss Football League and retail bank Raiffeisen have agreed to a deal that will make it the main sponsor of the league. Infront Ringier Sports & Entertainment Switzerland, the exclusive marketing partner of the Swiss Football League, reached the multi-year agreement with Raiffeisen renaming the league the Raiffesien Super League (Infront).

TEAMING UP: Glaceau Vitaminwater, official worldwide partner of the London 2012 Olympic Games has teamed up with int'l pop star Jessie J for a music video game. Glaceau Vitaminwater and Jessie J collaborated to create the artist's video for her latest top 10 single, "Laserlight." They then took the video and created Musical Chairs, an online music video game that allows fans to play together from around the world (Glaceau Vitaminwater).

ANIMATED JOURNEY: In London, Matthew Chapman reported that Lloyds TSB will use all the characters from its long-standing "For the journey" animated campaign in a TV ad celebrating its Olympic coverage. The campaign will focus on the initiatives the bank has run as "part of its sponsorship, including its school sports week, ticket giveaways, support for Olympic athletes and backing of the torch relay." RKCR/Y&R created the 90-second "centrepiece" film that shows characters from more than 40 past ads (BRANDREPUBLIC.com, 6/19).
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