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SBD Global/July 2, 2013/Marketing and Sponsorship

Marketplace Roundup: DOSB Signs Partnership With Paper Producer Felix Schoeller Group

The German Olympic Sports Association (DOSB) has signed a new partnership with paper producer Felix Schoeller Group. The three-year deal will provide the DOSB and the German Olympic Team with premium paper products until '16. The deal was brokered by Deutsche Sport-Marketing, the DOSB's marketing agency (DOSB). ... This coming season, the Premier League, La Liga, Serie A and the Brasileiro League will play with "the new Nike Incyte Ball, the latest in football technology." The Incyte ball "features performance innovations that increase reaction, touch and ball flight" (Nike). ... Coca-Cola and Mexican football will launch a new marketing campaign that celebrates the passion for the sport, fans and the 30-year relationship with the Mexican national team. The campaign includes a new TV commercial titled "Wave" (Coca-Cola). ... Coffee machine maker Astoria announced a partnership with Cannondale Pro Cycling, with the agreement occurring against the backdrop of the Tour de France (Astoria). ... EA Sports signed Mexican footballer Javier "Chicharito" Herandez to a multi-year contract that will see him make his debut on the cover of FIFA 14 in Mexico, "and on one of two covers" in the U.S. Chicharito will appear wearing the Mexican national team home kit alongside Lionel Messi (EA Sports). ... Global athletic brand New Balance has signed a multi-year sponsorship contract for the Comrades Marathon as the event's official technical footwear and apparel sponsor. The ultra marathon is one of South Africa's premier sporting events (New Balance).

THE JOKER: French fruit juice brand Joker has signed a sponsorship deal as the official partner of the French Basketball Federation (FFBB) and the French men's and women's national teams for a four-year period up to the 2016 Rio de Janeiro Games. Joker will be featured on the front of the French team shirts starting from the men's EuroBasket tournament in September. The company will also be a partner for the French Basketball Cup, the Women's Basketball League Open and for all amateur basketball (FFBB).

BARCELONA SPONSORSHIPS: The sale of Barcelona's "second shirt is already a success." Despite a lack of official figures on the volume of sales, Nike's leadership "could not be more satisfied." Nike sources assured that, "taking into account sales from the last few days and requests made to the distributors, the Senyera shirt is already the most-sold in history, for not only Barcelona, but for any sports club" (SPORT, 7/1). ... Qatar Airways, which became Barcelona's official global sponsor Monday, will "also be the official sponsor of the club's Asian tour in August" (SPORT, 7/1).

OSNABRÜCK: German 3rd League football club VfL Osnabrück has extended its title sponsorship deal with coffee machine retail brand Coffee Perfect for another three years. Coffee Perfect's logo will continue to be featured on the players' chests and on boards in camera view at home games. The retailer has been a partner of the club for 15 years (VfL Osnabrück). The club "has also signed a new kit supply deal with adidas." Osnabrück "will play in adidas kits until '17." Adidas "has replaced Puma as the team's kit supplier" (NEUE OSNABRÜCKER ZEITUNG, 6/27).
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