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SBD Global/September 10, 2012/Marketing and Sponsorship

Marketplace Roundup: EHC Red Bull Munich Signs New Sponsorship Deal With Hummel

German Hockey League (DEL) club EHC Red Bull Munich signed a new sponsorship deal with Danish fashion brand hummel. The new partnership includes ad space on boards at the Olympic Ice Sport Centre as well as various other promo events. Hummel will provide players and the coaching staff with training and lifestyle apparel. In exchange, players of the club will become brand ambassadors for the hummelonlineshop.de and its two Munich-based stores. In addition, players and coaches of EHC Red Bull Munich received their vehicles from car partner BMW. The sponsorship deal with BMW ends after the '13-14 season (EHC Red Bull Munich). ... German cycling squad NetApp "extended its title sponsorship with U.S. data management company NetApp" until '14. In addition, the team merged with British second-tier cycling team Endura (SID, 9/6). ... Second Bundesliga club VfR Aalen signed a new partnership with marketing company Sportfive. The Hamburg-based company will take control of the club's sponsoring and hospitality. The two parties signed a long-term deal (VfR Aalen). ... German Football League club Hamburg Blue Devils agreed to a new sponsorship deal with dental healthcare center Dentologicum. First team players of the American football team will receive individual mouth guards as part of the deal (Hamburg Blue Devils). ... Australian National Rugby League club Canberra Raiders signed a new sponsorship deal with Abode Hotels. The new three-year-deal will see the Abode Hotels logo situated on the center chest of the Raiders kit and completes a full sponsorship of the Raiders playing kit for '13 (Canberra Raiders).
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