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SBD Global/February 5, 2013/Marketing and Sponsorship

Air Berlin Drops Sports Sponsorship Deals As Part Of Extensive Cost Cutting Measures

German airline Air Berlin "will not extend any of its sports sponsorship deals as it is in financial trouble," according to Hoffmann, Bardow & Dach of DER TAGESSPIEGEL. Air Berlin "will withdraw from its sponsorship deals with Bundesliga club Fortuna Dusseldorf, 2nd Bundesliga side Hertha BSC and Handball Bundesliga (HBL) club Füchse Berlin." The airline "will not extend its deals with the teams," which are due to expire in the summer, in order "to reduce company expenditures." Air Berlin has already informed its partners about its decision. The company said that an extension "is due to extensive cost cutting measurements currently not justifiable." The airline has been a partner of both football clubs since '05 and of the HBL club since '10. Füchse Berlin Managing Dir Bob Hanning said, "This is extremely painful. However, it won't be a problem for us" (DER TAGESSPIEGEL, 2/1).
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