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SBD Global/August 22, 2012/Marketing and Sponsorship

Marketplace Roundup: New Sponsor For German Hockey Club

German Hockey League (DEL) club Adler Mannheim signed a new sponsorship deal with roofing company Dachdecker-Einkauf Süd eG. The company's logo will be featured on the shoulder of player and fan jerseys over the next three years. The new deal includes board ad space in camera view and on the 260m long LED-board inside the SAP Arena. In addition, Dachdecker-Einkauf Süd will also be featured in various club publications (Adler Mannheim). ... Basketball Bundesliga club LTi Giessen 46ers acquired radio station Radio Bob! as its official partner for the '12-13 campaign. The deal with the rock station includes board ad space and various promotional activities surrounding the club's home games. In addition, LTi Giessen 46ers also signed a deal with catering company Stolz Service. The Rüsselsheim-based company will provide food and beverages for the team's fans at the Sporthalle Gießen-Ost during the upcoming season (LTi Giessen 46ers).

HANDS ON: German Handball Bundesliga club FRISCH AUF! Göppingen "acquired a new sponsorship deal with model train manufacturer Märklin." The club "had tried for years to partner with the internationally-known company." The new deal with the Göppingen-based company "includes board ad space as well as various other promotional activities such as drawings during half-time and info booths inside the EWS Arena" (SÜDWEST PRESSE, 8/21). ... German Handball Bundesliga club SG Flensburg-Handewitt extended its partnership with construction material manufacturer Jacob Zement Baustoffe. The long-time sponsor will be featured on the back of the players' jerseys during the '12-13 season (SG Flensburg-Handewitt).

TIME TO TEE OFF: Watch manufacturer OMEGA has extended its title partnership agreement with the European Masters golf tournament. The watch brand will continue its title sponsorship through '17. The OMEGA European Masters will take place Aug. 30 - Sept. 2 (OMEGA). ... NRI-owned London-based multinational corporation Anglian Holdings "has chipped in as sponsor" of the Durand Cup after mobile cellular company Micromax pulled out of the event at the last minute." The Durand Cup is Asia's oldest football tournament. Anglian Holdings is owned by Indian entrepreneur Uday Narang, and holds a 26% stake at I-League football side Shillong Lajong. The main round of the tournament will begin Aug. 23 at the Ambedkar Stadium in Delhi, with the final scheduled on Sept. 1 (PTI, 8/21). ... Japan's professional football league, the J.League, announced its top partnership with JCB Co. Ltd., one of the top credit card companies in Japan. The deal makes JCB the J.League's seventh top partner (NIKKAN SPORTS, 8/21). ... O2 has rolled out an ad campaign to support the launch of its Priority Sports loyalty program, powered by Nike. The TV ad by VCCP features variations of a blue circle, representing O2, in a wide range of sport-related and leisure activities, "such as kids kicking a football against a wall and a man running with headphones" (, 8/21).
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