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SBD Global/September 26, 2012/Marketing and Sponsorship

Marketplace Roundup: France Athletics Replaces Adidas With Asics

The French Athletics Federation (FFA) has agreed to a kit deal with Asics. The Japanese athletics equipment company will replace adidas, which had been the FFA's partner for 40 years. The agreement with Asics is for four years, but terms of the deal were not disclosed. The new deal does allow the French athletes to wear shoes from a different sponsor (LEMONDE, 9/25). ... London 2012 sponsors, such as McDonald's, "are in talks with a government-backed charity that aims to launch annual sports participation events." The charity, called Join In, has hired ex-LOCOG Marketing Dir Greg Nugent and former ITV CEO Charles Allen to "help devise a series of events to encourage people to volunteer and participate at their local sports clubs" (, 9/25).

NEW PARTNERS: Sheffield's professional football clubs have announced a new sponsorship deal -- with the same sponsor. Sheffield United and Sheffield FC have "signed up to an agreement with telecommunications company GCI Com." The firm’s logo "will appear on the back of both clubs’ new home and away shirts" and also on the Sheffield FC's shorts (, 9/21). ... Indian-based real estate company Homestead officially announced its partnership with Sri Lanka Cricket. Homestead "will be the main sponsors" for Sri Lanka Cricket during ICC Twenty 20 World Cup and the other ICC events for the next three years (, 9/7). ... German Hockey League (DEL) club Thomas Sabo Ice Tigers Nuremberg and sports marketing company Sportfive agreed to a cooperation for the DEL Winter Game 2013. Sportfive will be in charge of marketing for the DEL's first outdoor game, which will be played on Jan. 5 at the Stadium Nuremburg (Ice Tigers Nuremberg). ... Basketball Bundesliga (BBL) club Eisbären Bremerhaven signed a new sponsorship deal with renewable energy company Offshore Cooperation North for the '12-13 season. Financial details of the deal were not disclosed. Offshore Cooperation North will receive ad space on the court and on boards in camera view (Eisbären Bremerhaven).
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