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SBD Global/January 4, 2013/Marketing and Sponsorship

Marketplace Roundup: São Paulo Football Club Signs With Penalty For More Than $17M

Brasileiro club São Paulo has agreed to "a new kit partnership with Penalty" worth more than R$35M ($17.1M) per year until '15. The Brazilian sportswear brand "will replace Reebok in the role, with São Paulo stating that the deal represents the most-lucrative kit partnership in the club’s history." The Reebok deal "expired at the end of '12 allowing Penalty to return to São Paulo after 11 years away from the club" (SOCCEREX, 1/3). ... Brasileiro club Flamengo "has signed off on a new 10-year kit partnership with adidas worth a reported $183M." Contract negotiations "have lasted six months." The issue affecting talks was said to be adidas' "demand that only two sponsors could display their logos on the club's shirt." Adidas "will replace Brazilian firm Olympikus as Flamengo's new kit partner" (SOCCEREX, 12/21). ... La Liga club Atlético Madrid is "close to signing a sponsorship deal with Azerbaijan after studying three separate offers in the run up to the new year." The logo of the Eurasian country will be featured on the red and white shirt of the club for the remainder of this season, as well as the next (MARCA, 1/2). ... Engine oil and grease manufacturer Petromin revealed "its official sponsorship" of the 21st Gulf Cup of Nations football tournament, which will be held in Bahrain from Saturday until Jan. 18 (AME INFO, 1/3). ... Prime Bank Ltd. "signed a Tk 7 crore ($877,000) deal with Game On Sports Management Ltd. to become the title sponsor of the Bangladesh Premier League." Bangladesh marketing company Destiny Group "was the title sponsor of the inaugural BPL" season in '12 (THE DAILY STAR, 1/2). ... Racing UK TV has renewed its partnership with bookmakers Coral, Ladbrokers, Sky Bet and William Hill. The partnerships, which start on Feb. 1, will give the four major bookmakers exposure on Racing UK's various platforms, including the channel, online, digital, print and promotional activities (Racing UK TV).
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