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SBD Global/August 7, 2012/Marketing and Sponsorship

Bundesliga Club Bayern Munich Extends Its Partnership With Brewing Company Paulaner

Bundesliga record champion Bayern Munich extended its partnership with Munich-based brewery Paulaner until '16. The brewery has been a premium partner of the club since '03. Paulaner Managing Dir Roland Tobias said, "Both brands are part of the Bavarian culture, but also strive for the top internationally -- Bayern in the art of football, we in the art of brewing. We are looking forward to celebrate national and international victories with the fans and players of Bayern Munich" (Bayern Munich).

BUBBLING OVER: Bundesliga club Bayer Leverkusen agreed to extend its partnership with brewing company Bitburger for another three years through '14-15 season. Bitburger will receive the exclusive distribution rights as well as extensive ad and promotion rights. Included in the new contract are again various fan events, and the fan stand at the BayArena will keep its name "Bitburger Tribüne." New features of the contract are social media rights for Facebook, Twitter and the Bayer 04 app (Bayer 04 Leverkusen).

KICK BACK AND RELAX: Bundesliga club Hamburg SV has partnered with fitness and wellness company MeridianSpa. The Hamburg-based company, which was founded in '84, gets the title of "Fitness-Supplier of the First Team." MeridianSpa, which has worked with several departments of the club in previous year, is now responsible for the well being of the football players (Hamburg SV).

TWO FOR ONE: Bundesliga club FC Nuremberg and its former title and shirt sponsor Areva will continue its partnership in the upcoming season. The energy company will become the club partner of the team. The deal, which was brokered by sports marketing agency Sportfive, includes hospitality packages, logo presence and practice sessions where children can play with the pros. Additionally, FC Nuremberg also extended its exclusive partnership with jewelry manufacturer Thomas Sabo for another two years (FC Nuremberg).

HEALTHY DOSE: Bundesliga club VfL Wolfsburg extended its partnership with pharmaceutical company Stada GmbH. Stada and its brand Mobilat have been a premium partner of the club since the '11-12 season. The partnership includes two TV board ads in Wolfsburg's Volkswagen Arena (VfL Wolfsburg).

ANOTHER ROUND, PLEASE: MARKENARTIKEL MAGAZINE reported that German "private brewery Erdinger Weißbier will become the exclusive presenter" of Sport1's football news show "Bundesliga Aktuell." In addition, Erdinger Weißbier will become the title sponsor of a show segment called "Erdinger Interview of the Month." The brewery has also agreed to be the exclusive beer partner of Sport1's football talk show "Der Volkswagen Doppelpass" (MARKENARTIKEL MAGAZINE, 8/6).
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