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SBD Global/February 14, 2013/Marketing and Sponsorship

Marketplace Roundup: Bayern Munich Extends Partnership With German Airline

Bundesliga club Bayern Munich has extended its partnership deal with German airline Lufthansa until '18. The new deal means Bayern will continue to fly Lufthansa, the club's official carrier and platinum partner, to its away matches in the Bundesliga, DFB Pokal (German Cup) and Champions League. The agreement provides Lufthansa with a variety of marketing services including perimeter fence advertising at the Allianz Arena, banner ads on, and promotional appearances by players and board members. Lufthansa has been a partner of the club for nine years (Bayern Munich). ... The German Football League (DFL) "has extended its sponsorship deal with German brewery Krombacher for another four years." The brewery, which has been a partner of the Bundesliga since the second half of the '08-09 season, "will continue to be an official partner of the Bundesliga" until the end of '16-17 season. The agreement allows Krombacher "to use the Bundesliga logo and match footage for its own promotional purposes." In addition, the brewery "will receive ad space on and inside DFL publications as well as a ticket allocation" (NEW BUSINESS, 2/13).

CANCELING ITS POLICY: Insurance company Swiss Life "will not extend its stadium naming-rights deal," which is set to expire at the end of June, with Bundesliga club Hannover 96. The company said this is a result of "intensive talks between Swiss Life and club officials"  (NEW BUSINESS, 2/13). ... The Welsh Rugby Union has signed a two-year extension through '15 with title sponsor Admiral (WRU). ... Sports statistics company Infostrada Sports Group has signed a partnership with the IOC until '20 (Infostrada Sports Group). ... Australian car dealership Suttons has agreed to become official car partner of National Rugby League club South Sydney Rabbitohs (South Sydney). ... Marussia F1 has extended and expanded its existing relationship with CarPlan, which will continue as official care car supplier for the '13 season. The company will have its brand presence on the sidepods of the new MR02 race car and trackside environment at the 19 grand prix on the F1 calendar this season (Marussia F1). ... Sportswear company Lotto Sport Italia has signed a partnership with Polish company Marketing Investment Group Sp. z.o.o. S.K.A. The deal will run through '17 (Lotto). ... Swimwear company Arena and the Italian Swimming Federation (FIN) have signed a four-year sponsorship deal. As part of the agreement, Arena will be the exclusive technical sponsor of the national swimming, water polo, diving, synchronized swimming, open water, and rescue teams, as well as group and race officials (Arena).
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