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SBD Global/July 15, 2013/Marketing and Sponsorship

Marketplace Roundup: Hannover Extends Deals With SPORTFIVE, Anheuser-Busch InBev

Bundesliga club Hannover 96 has extended its partnership with sports marketing company SPORTFIVE. The two parties agreed to extend their current contract, which was set to run through '14, until June 30, 2019. SPORTFIVE has been the club's marketing partner since '07. In addition, Hannover 96 extended its sponsorship deal with Anheuser-Busch InBev for another five years until '18. The company will continue to offer beer brands Hasseröder and Gilde at home games at the renamed HDI Arena (Hannover 96). ... Viagogo has said it was "surprised" by Bundesliga club Schalke's decision to terminate its partnership with the secondary ticketing company amid claims of contract breaches. Viagogo became Schalke's official ticketing partner on July 1, but the agreement "was terminated just a week later by the German side." Viagogo insisted that the move came as a "surprise" and said in a statement that it had "fulfilled all aspects of the contract" (viagogo). ... Chronotech watch brand has become the official partner of Serie A side AC Milan for the '13-14 season. The partnership, signed in collaboration with Infront Italy, which is the club's official adviser, consists of company promotions and the Chronotech logo inside the San Siro Stadium during home games and at the Milanello training complex. Chronotech will also be present on the club's website and the magazine Forza Milan! (AC Milan). ... Canadian Football League club Hamilton Tiger-Cats and fast-food chain Tim Hortons unveiled a landmark 10-year presenting partnership agreement that includes naming rights to Hamilton's brand-new stadium set to open in '14 as Tim Hortons Field (Hamilton Tiger-Cats). ... DocMorris will be the new main and shirt sponor of German 3rd League football team Alemannia Aachen. The partnership with the mail-order pharmacy was brokered by Infront Sports & Media (Infront).

PREMIER LEAGUE SPONSORS: EPL Liverpool and its official beer partner Carlsberg are celebrating their partnership of 21 years by announcing a three-year extension to Carlsberg's long-term partnership. Already the longest serving partnership of any Premier League club, it has now been extended to run until the end of the '15-16 season, a total of 24 seasons (Liverpool). ... ManU player Ryan Giggs and his former teammate Gary Neville have announced their GG Hospitality company "will be launching hotel and café brands with the intention of building a hospitality empire." The project "is set to kick off with 'Café Football,' which will be opening its first outlet in Westfield, London in November, followed by the first 'Hotel Football,' which is scheduled to open next to Old Trafford in October 2014" (INSIDE WORLD FOOTBALL, 7/12).
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