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SBD Global/May 15, 2013/Marketing and Sponsorship

Marketplace Roundup: Alfa Romeo Signs Partnership Deal With Monza Circuit

Italian car manufacturer Alfa Romeo "has agreed to a new partnership deal with the Monza circuit," home of the Italian F1 Grand Prix. The "new partnership contract between Alfa Romeo and racetrack operator SIAS runs for two years" until the end of '14 (MOTOR EXCLUSIVE, 5/14). ... The Association of Sports Sponsorship Providers (VSA) has decided at its membership meeting on May 10 that DSV Marketing, the marketing company of the German Ski Federation (DSV), will become its 12th member on June 1 (VSA). ... Dutch Eredivisie club FC Groningen "has agreed a four-year extension to its main sponsorship with energy firm Essent." Essent is "set to continue its efforts to promote the team as the country's most environmentally friendly outfit." The existing three-year deal between the two parties "was due to expire" following the end of the '13-14 season, but has now been extended until the middle of '17. Essent "acts as Groningen's shirt sponsor and also enjoys prominent branding in its Euroborg stadium" (SOCCEREX, 5/14). ... Thai badminton club Banthongyod is "getting financial support" from Thai brewery Singha Corporation. The club, which is also a badminton school, Monday signed a contract with Singha, "which will cover the expense of sending its players to participate in overseas tournaments, such as air tickets and accommodation fees" (BANGKOK POST, 5/14). ... Mahindra Two Wheelers Ltd. "is an associate sponsor of the Rajasthan Royals cricket team" for the '13 edition of the Pepsi Indian Premier League. With this association, "the Rajasthan Royals players will be sporting Mahindra Pantero motorcycle branding on the trouser of the leading leg" (INDIAN SPORTS NEWS, 5/14). ... Nutrition company Herbalife UK "has become the official nutrition partner to the Ospreys." The deal "is the first time the firm has entered into a relationship with a professional rugby team," and will also see its name appear on the collar of the Ospreys jersey, which is the second best-selling in the U.K. (THIS IS SOUTH WALES, 5/11). ... GOL Linhas Aereas Inteligentes S.A., the largest low-cost and low-fare airline in Latin America, is the official airline for Brazil's national football team. The company signed an exclusive agreement with the Brazilian Football Confederation (CBF). Over the next four years, GOL will carry the delegations participating in the games of Brazil's Cup, Brazilian Championship and Brazil's national football team (GOL).
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