Former German football player and FIFA administrator Franz Beckenbauer "has signed a personal endorsement deal" with Russian gas producer Gazprom "designed to promote football as a tool for social integration among children" (INSIDE WORLD FOOTBALL, 4/24). ... The German Swimming Federation (DSV) has signed a new premium partnership with swimwear manufacturer Arena. The Italy-based company will become the federation's official supplier for int'l competition in '13 (DSV). ... German 3rd League football club SV Wacker Burghausen has extended its partnership with Danish sportswear company hummel for another three years. Hummel, which has been a partner of the club since '07, will contiune as its official kit provider until the end of the '15-16 season (SV Wacker Burghausen). ... Tata Communications said that "it has partnered with Mercedes AMG Petronas, to deliver trackside connectivity for the team at all Formula One race locations" (PTI, 4/24). ... Famous Brands Ltd. brand Mugg & Bean is partnering with South African Hockey as the new co-sponsor of the SA men's field hockey team (SOWETAN LIVE, 4/24).
FUELING UP: Second Bundesliga club 1860 Munich "has launched its own energy drink called 'Löwen Power' (Lion Power)." Under the slogan "Trink deinen Verein" (Drink your Club), the Recklinghausen, Germany-based company MS Arena-Drinks GmbH produces energy drinks for 12 different football clubs. The taste is described as "typical Austrian." You can order your "Löwen Power" drink for €1.69 ($2.19) per can at the club's online fanshop (MERKUR ONLINE, 4/24). ... Food service management company Delaware North Companies Australia will remain as the official hospitality and catering partner of Melbourne & Olympic Parks, home to the Australian Open, among other events (Delaware North Companies).
FAST BREAK: The Marca España project and the Spanish Basketball Federation (FEB) signed an agreement on Tuesday regarding promotion events for the 2014 FIBA World Cup. The agreement "establishes the framework for the activities and initiatives that interest the two institutions." FEB President José Luis Sáez said that with this partnership, "basketball puts itself at the service of Marca España." Sáez considers the importance of the 2014 FIBA World Cup a "model of the management of a global event to not only celebrate in Spain and for Spain" (EL CONFIDENCIAL, 4/24).
