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SBD Global/July 11, 2012/Marketing and Sponsorship

Marketplace Roundup

Amsterdam FC Ajax of the Eredivisie league has "signed a sponsorship deal" with Belgian brewer Jupiler. The contract will go into effect on Aug. 1 and "runs until the end of June '15" with the possibility of a two-year extension. Ajax will thus not be sponsored anymore by local brewer Amstel (, 7/5).

A LITTLE BIRDIE TOLD ME...: MARKETING MAGAZINE’s Shearman & Reynolds reported LOCOG and Twitter “remain in talks about the enforcement of digital advertising guidelines during the Olympic Games, with 'confusion' prevailing little more than two weeks before the start of what has been billed the world's first 'social Olympics.’” LOCOG earlier this year “was in talks with Twitter to ensure that the microblogging platform would not be used for ambush marketing during London 2012.” Sources said that the negotiations are “ongoing, as the two work out 'line by line' how to police social-media marketing and protect the Olympics' official sponsors.” It is “understood that non-sponsors will not be allowed to buy promoted Twitter ads" based on Games-related hashtags such as #London2012 (, 7/10).

SAFETY FIRST: German health insurance company AOK Nordost is expanding its partnership with German 2nd Bundesliga club Hertha Berlin. Starting with the '12-13 season AOK Nordost will become an exclusive partner of the club. The new partnership will include stadium events and presentations that showcase the benefits of the health insurance company (HERTHA BSC).
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