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SBD Global/January 16, 2013/Marketing and Sponsorship

Marketplace Roundup: Carlsberg Replaces Budweiser As Official Beer Of Premier League

Carlsberg brewery has signed a three-year contract to replace Budweiser as the official beer of the Premier League through '16. The partnership will see Carlsberg receive use of official designations, match-day access and hospitality and content for online and social media channels (Carlsberg). ... The Lotus F1 Team "has agreed to a partnership with British clothing manufacturer Henri-Lloyd." The company "will supply Lotus employees with its product and create a team clothing line for fans." The new partnership "will be expanded over the next several years as Henri-Lloyd tries to tap into new markets with Lotus" (MOTORSPORT TOTAL, 1/14). ... The jerseys of all 36 Bundesliga and 2nd Bundesliga teams "will feature the logo of German logistics company Hermes on their sleeves" starting with the second half of the '12-13 season, as well as on the substitution boards and the ball boys. The contract between Hermes and the German Football League (DFL) "runs for four-and-a-half years and is estimated to bring in" €8M ($10.7M) annually. In addition, Hermes Europe CEO Hanjo Schneider revealed that the official Bundesliga trophy (Meisterschale) "is going on a fan tour through Germany's biggest football cities such as Berlin, Dortmund, Munich and Hamburg" (DIE WELT, 1/15). ... Scottish whisky Glenmorangie has expanded World Hall of Fame golfer Tony Jacklin's role from British to worldwide ambassador. Jacklin will make guest appearance at events throughout the U.S. and continue to work closely with the brand on several initiatives (Glenmorangie). ... The Dubai government will sponsor the Chinese national table tennis team as part of its efforts to continue to "further growth opportunities" between Dubai and China. The partnership, which will see Dubai’s name on the team’s official clothing, will give the emirate a global presence, with more than 100 million people in China "estimated to watch the final of the World Championships every year" (EMIRATES 24/7, 1/14).
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