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SBD Global/July 16, 2012/Marketing and Sponsorship
Borussia Dortmund Coach Is New 'Ad King' Of German Football
Published July 16, 2012
AUDI AS THE NEW CO-DRIVER: The WESTDEUTSCHE ZEITUNG reported that German automaker Audi "becomes another co-sponsor" of Bundesliga club Borussia Mönchengladbach. Audi will be the "sixth co-sponsor of Borussia Mönchengladbach for the upcoming season." Audi and Borussia Mönchengladbach have been partners since the opening of the Borussia-Park stadium in '04. The new deal, which will end in '18, includes an "increased presence of Audi on TV-relevant ad spaces and hospitality" (WESTDEUTSCHE ZEITUNG, 7/13).
BACK ON THE CHEST: In Chemnitz, Germany, Sören Fiedler reported that 2nd Bundesliga club Erzgebirge Aue "found with electric tools manufacturer Elektrowerkzeuge Eibenstock a new jersey sponsor." The company, which is located 20km south of Aue, embellished the players' chest with its logo once before during the '07-08 season. The new deal will end in '14 and "brings in an estimated" €700,000 ($860,000) over the next two seasons (BILD, 7/13).