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SBD Global/June 27, 2013/Marketing and Sponsorship

Marketplace Roundup: Bundesliga Side Hertha BSC Signs New Deal With Direct Line

Bundesliga side Hertha BSC Berlin has signed a new exclusive partnership deal with insurance company Direct Line. The two-year deal, which will take effect on July 1, includes extensive advertisement and public relation measures. The partnership was brokered by sports marketing company SPORTFIVE (Hertha BSC). ... Scottish Premier League Celtic has teamed with Sports Revolution to bring Wi-Fi to Celtic Park for the '13-14 season (Celtic). ... Nike launched its Mi Pista campaign in Spain, and according to viralblog, "employed trucks and technicians to 'beam down' a pitch on the streets whenever a pick-up game of football needed to be played as way of marketing their new Nike football boots" (INSIDE SPANISH FOOTBALL, 6/26). ... League Championship side Millwall has announced that it "will be sponsored by Prostate Cancer UK next season," and it has offered the charity sponsorship of its shirts for free. Former Lions captain Neil Harris, now coach at the club, "fought testicular cancer earlier in his career," as did Dir Trevor Keyse (London DAILY MAIL, 6/26). ... The Rugby Football Union confirmed Greene King IPA as the first title partner of the RFU Championship, the second tier of professional rugby in England (RFU). ... The South African FA "has extended its partnership with Sasol in a deal that will see the energy and chemical company continue as the headline sponsor of the women’s national team and title sponsor of the top-tier domestic women’s league" until '17 (SOCCEREX, 6/26). ... League One club Crawley Town FC has agreed to a new two-year shirt sponsorship deal with online casino 32Red (Crawley Town).
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