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SBD Global/March 27, 2013/Marketing and Sponsorship

Marketplace Roundup: Bundesliga's Eintracht Frankfurt, Car Manufacturer Fiat Sign Deal

Bundesliga club Eintracht Frankfurt confirmed that it "has signed a three-year title sponsorship deal with Italy-based car manufacturer Fiat." The new deal is reportedly worth €18M ($23.2M). Starting with the '13-14 season, the team's jersey "will feature the logo of the Alfa Romeo brand," which is owned by Fiat (SID, 3/25). ... Germany-based lifestyle brand Thomas Sabo, a longtime sponsor of Mercedes-Benz in the German Touring Car Championship (DTM), has extended its sponsorship deal for the '13 DTM season. Thomas Sabo will be the official car sponsor of the Thomas Sabo Mercedes AMG C Coupe, which will be driven by Spaniard Roberto Merhi (Mercedes-Benz). ... Yes Bank has entered into a contract with the Indian Premier League as an official partner and on-ground sponsor for five years starting from the upcoming season that starts on April 3. Citi was the on-ground sponsor of IPL until season five, but it did not come up to renew the contract this time (ECONOMIC TIMES, 3/25). ... McDonald’s has signed on as the official junior partner of the Australian Football League Brisbane Lions. The three-year deal sees McDonald’s become the official partner of club junior activity -- including the naming rights to Bernie’s Gabba Gang, junior clinics, junior membership programs, as well as the match-day junior mascot (Lions). ... Sporting goods manufacturer D6 Sports and surf brand Hang Ten announced a multi-year licensing agreement. The partnerhsip calls for D6 Sports to develop an array of merchandising including beach cruisers, stand up paddleboards, skateboards, surfboards and various beach accessories such as beach chairs, umbrellas and sunshades (D6 Sports). ... Maverik/Cascade Lacrosse announced its partnership with the Australian Men’s National Lacrosse Team for the 2014 World Championship in Denver. Australia will be receiving custom designed Maverik equipment while Cascade will be outfitting the team with custom helmets (Maverik).
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