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SBD Global/August 23, 2012/Marketing and Sponsorship
Marketplace Roundup: Thai Yamaha Sponsors Real Madrid
Published August 23, 2012
TOTTENHAM TOAST: Tottenham Hotspur announced that Carlsburg U.K. has agreed to extend its contract as the club's official U.K. beer partner until '15. The company, who first became a partner of the team in '04, will have exclusive rights at White Hart Lane and enjoy branding at Tottenham's home league and domestic cup matches (Tottenham).
CHARITABLE CAUSE: Prostate Cancer U.K., the official Football League charity partner for the '12-13 season, has created a content-led digital marketing campaign that targets football fans. Bloggers from all 72 football league clubs "will create digital material aimed at football fans throughout the season" (MARKETINGMAGAZINE.co.uk, 8/22).
THIS AND THAT: German Bundesliga club Bayer Leverkusen extended its partnership with beer brand Gaffel Kölsch for the '12-13 season. Gaffel acquired the exclusive distribution rights for the BayArena. In addition, Gaffel receives ad presence inside the stadium. The partnership between Gaffel and Bayer Leverkusen goes back to '97 (Bayer Leverkusen). ... German Bundesliga champion Borussia Dortmund signed a new sponsorship deal with online travel provider fluege.de for the upcoming season. The new deal includes board ad space in camera view plus exclusive marketing rights. In addition, fluege.de will show its current TV commercials on the stadium scoreboards (fluege.de).