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SBD Global/October 31, 2012/Marketing and Sponsorship

Bundesliga Club Hannover 96 Could Lose Stadium Naming-Rights Partner AWD

AWD has been the naming-rights partner of Hannover 96's stadium since '02.
Bundesliga club Hannover 96 could soon lose its stadium naming-rights partner AWD, according to D. Puske-Peleitis of BILD.  Financial services company AWD "will reportedly merge with its parent company Swiss Life and distribute its financial products under the 'Swiss Life Best Select' brand." Does that mean "the AWD-Arena will be renamed to Swiss Life-Arena?" The former Niedersachsen-Stadium "was renamed to AWD-Arena in '02 and has kept the name for now 10 years, which is a Bundesliga record." No other football club has been able to keep a naming-rights sponsor for such a long period of time. The club's deal with AWD expires in '13. Club President Martin Kind said, "We rely on continuity when it comes to our naming-rights partners and are open to constructive talks. However, there are a number of companies interested in the naming rights for the stadium" (BILD, 10/29).
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