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SBD Global/April 15, 2013/Marketing and Sponsorship

Marketplace Roundup: Schumacher To Promote Mercedes' 'Intelligent Drive' System

Mercedes-Benz and Michael Schumacher announced a long-term partnership, which will extend beyond motorsport and F1. Schumacher will be involved with the development of the Mercedes-Benz safety and comfort systems "Intelligent Drive," and represent them as an ambassador (Mercedes-Benz). ... British F1 driver Max Chilton has hired The Sports PR Company "to handle his worldwide personal PR" (PR WEEK, 4/11). ... Caterham F1 Team reserve driver Alexander Rossi has signed an extension with Alaska Coffee Roasting through '13 (Team Rossi). ... Marussia F1 team has signed a deal with RBC, which was represented on the MR02 car and the racing apparel of its drivers Jules Bianchi and Max Chilton beginning last weekend (Marussia). ... South African golfer Richard Sterne has signed with IMG for worldwide management and marketing representation. Sterne, a six-time winner on the European Tour, is the current leader of the 2013 Race to Dubai and, most recently, winner of the 2013 Joburg Open in his native South Africa (IMG). ... Don Amott has extended his sponsorship at League Championship side Derby County with a new five-year deal described by the club as involving "a significant six-figure sum." The businessman, who owns Don Amott Leisure Parks and is a former Derby County director and Derbyshire County Cricket Club chairman, "will sponsor what is currently known as the Brian Clough Lounge at Pride Park Stadium" (DERBY TELEGRAPH, 4/12). ... The Greek Football Federation "has agreed a new partnership with Nike for the sportswear manufacturer to become the official apparel and equipment supplier for the Greece national team." As part of the deal, Nike "will develop a new kit for the national side, which the players will wear for the first time in the FIFA World Cup qualifier against Lithuania on June 7" (SOCCEREX, 4/12). ... India cricket captain Mahendra Singh Dhoni, Gautam Gambhir, Rohit Sharma and Shikhar Dhawan "have been roped in by Lay's" and will be featured in its new campaign this season. Apart from the four cricketers, the campaign "will also feature cricketer-turned-commentator Ravi Shastri, and international umpire Billy Bowden" (PTI, 4/11).
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