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SBD Global/July 2, 2012/Marketing and Sponsorship

Automaker Opel Returns To Sports, Sponsors Four Bundesliga Clubs

German automaker Opel has returned to sports sponsorship after more than a decade and will partner with four Bundesliga clubs this season, according to Joachim Hahne of In the mid-90s Opel invested "32M Deutsche Mark annually" to be the sponsor of top European clubs Bayern Munich and AC Milan. The Adam Opel AG will partner up with SC Freiburg, newly promoted Fortuna Dusseldorf, FSV Mainz 05 and Bayer 04 Leverkusen for the '12-13 Bundesliga season. SC Freiburg's marketing partner Infront Sports & Media was able to secure Opel as the club's official partner. Infront Germany CEO Ralf Koslowski said, "SC Freiburg gets with Opel a strong partner that had a very successful past in sports sponsorship. For its return to sports sponsoring the company selected Bundesliga clubs that are highly popular throughout the country and have a huge fan base" (, 6/29).
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