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SBD Global/June 18, 2013/Marketing and Sponsorship

Marketplace Roundup: Poland's Lech Poznan, INEA Agree To Stadium Naming-Rights Deal

Polish Ekstraklasa club Lech Poznan "has agreed a five-year deal" that will see telecom firm INEA "assume the naming rights to its stadium." The deal was struck with the club and Marcelin Management, "which operates the stadium." The 43,000-seat venue was opened in Sept. '10; making it the first Polish stadium to be ready for the country’s co-hosting of Euro 2012. The facility, which cost €180M ($240M) to develop, "will now be known as the INEA Stadium" (SOCCEREX, 6/17). ... The Sri Lanka Tea Board "will be the primary sponsor of the Sri Lanka cricket team in away matches, beginning with the tri-series in the West Indies on June 28." The deal is worth Sri Lankan Rs. 530M ($4.2M) and will last three years. Telecom Dialog Axiata "is Sri Lanka's primary sponsor in home matches," and paid around Rs. 700M ($5.5M) (ESPN, 6/13). ... Djarum has confirmed "to officially pull out of its sponsorship on Indonesia Open Superseries starting next year following a tobacco ban policy issued by the Badminton World Federation" (JAKARTA GLOBE, 6/17). ... Beginning in '14, Reebok is to introduce a new delta logo for its entire brand and collection. Reebok already uses the Greek delta for some of it's fitness products. The new logo will replace the so-called vector logo, which replaced the British Union Jack some three decades ago and has been the brand's icon ever since (ISPO).
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