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SBD Global/August 22, 2012/Marketing and Sponsorship
Marketplace Roundup: New Sponsor For German Hockey Club
Published August 22, 2012
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" (CAMPAIGNLIVE.co.uk, 8/21).