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SBD Global/August 7, 2013/Marketing and Sponsorship

Marketplace Roundup: Mercedes Signs Four-Year Extension With PGA Of America

Mercedes-Benz has renewed its patron partnership with the PGA of America through '17. The brand became the official patron of the PGA in '10. The extension will allow Mercedes-Benz to be recognized as the official patron and official vehicle of the PGA of America, PGA Championship and Senior PGA Championship. It will also obtain U.S. rights as official patron of the 2014 Ryder Cup and global rights (excluding Europe) for the 2016 Ryder Cup (Mercedes-Benz). ... Premier League side Everton has teamed with The Protein Works for the '13-14 season. Everton Sport Science & Conditioning Head Steve Tashjian and Professor Don MacLaren have been working with The Protein Works this summer to develop recovery formulas for the club (Everton). ... Sportswear maker Asics "has organized a running school for beginners in collaboration with body fat scale maker Tanita Corp. and cosmetics maker Shiseido Co. in a bid to capitalize on the growing popularity of the pastime" (KYODO NEWS, 8/6). ... League Two Portsmouth has agreed to a £100,000 ($150,00) deal with telecom OneCom. Hampshire-based OneCom will directly invest £30,000 ($46,000) into Portsmouth as well as making further donations to the club's supporter's trust every time a Pompey fan signs up to its services (SPORTS MOLE, 8/3). ... Premier League club Norwich City "has announced a new commercial partnership with online bookmaker SBOBet." Under the terms of the deal, SBOBet "will become Norwich’s official Asian betting partner." The company "will also support the club’s charity work through its community sports foundation" (SOCCEREX, 8/6). ... Despite Barcelona's sponsorship agreement with Qatar Airways, the club "traveled to Bangkok using a different airline that did not cover Barcelona's travel needs." It is "curious that the club does not use the airline for its flights, not even on this trip, which Qatar Airways paid €600,000 ($797,640) to sponsor." Barcelona decided to contract a Portuguese charter company for the trip to Asia. For the 10-hour overnight flight from Tel Aviv to Bangkok, there were only 45 pillows on the plane. Taking "into account that players and coaches alone make up 52 people, it is normal that some in the group lamented the club preferring to think about money instead of club members" (EL PAIS, 8/5). ... La Liga Athletic Bilbao "has started a curious initiative: selling the playing field from the old San Mamés stadium." The grass, inserted on a rectangular (11x4x8cm) Plexiglass plaque, is selling for €40 ($53) (SPORT, 8/5).
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