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SBD Global/July 13, 2012/Marketing and Sponsorship

Bayern Munich Sells Out All Home Games For The '12-13 Season

Bundesliga's Bayern Munich has sold out its 17 home games already with 45 days remaining before the start of the '12-13 seasons. The last time Bayern did not play in front of a sold-out crowd at the 69,000-seat Allianz Arena was on Jan. 30, '07. The team sold its allotment of 39,500 season tickets as well as the remaining seats on an individual game basis. In a statement, the club wrote: "This means more than 1.1 million people will attend the home games of our team." Bayern CEO Karl-Heinz Rummenigge said, "I want to thank all of our fans for their tremendous interest in the club"  (KICKER, 7/11).

PUMA CAMPAIGN: At the start of the '12-13 Bundesliga season new Borussia Dortmund outfitter Puma wants to attract attention through a several weeks long "Out of Home" campaign. The marketing campaign with the title "Echte Liebe is gelb" (True Love is Yellow), which is the main color of Borussia Dortmund, will include ground posters as well as billboards at train stations and on storefronts (Puma).

VW's FOR 96: In Munich, Matthias Naumann reported that Bundesliga club Hannover 96 received 29 brand new company cars from its partner Volkswagen. Hannover head coach Mirko Slomka and 18 other players picked the SUV VW Touareg as their means of transportation. In addition to the personal company cars for players and coaches, VW also delivered two T5 multi-vans, one will be used as shuttle-car for the club's administration staff and the other a Caravelle will be used by the club's youth teams (AUTONEWS, 7/11).

NEW SPONSOR FOR 96: The club revealed a new sponsorship deal with Germany's biggest online supplier of PC systems One.de. The parties agreed to a two-year deal starting with the '12-13 Bundesliga season. The deal includes online advertisement, promotional events and hostility rights at Hannover 96 home games at the AWD-Arena (Hannover 96).

EXTENSION IN FREIBURG: Bundesliga club SC Freiburg agreed to extend its partnership with electronic manufacturer RAFI GmbH & Co. KG for another three years. RAFI, which has been the title sponsor of the club's youth academy since '06, will continue its support of the club's youth teams and as a premium partner of SC Freiburg through '15 (SC Freiburg).
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