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SBD Global/August 16, 2013/Marketing and Sponsorship

Marketplace Roundup: Hamburg SV Extends Sponsorship Deal With Cruise Line MSC

Bundesliga club Hamburg SV has extended and increased its partnership with cruise line MSC Kreuzfahrten for the '13-14 season. The deal includes several promotional events as well as logo presence at the Imtech Arena. The deal was brokered by sports marketing agency SPORTFIVE (Hamburg SV). ... Bundesliga club FSV Mainz has extended its sponsorship deal with lawn specialist Heiler for another five years. The company will continue to be the club's official lawn partner until '18. In additon, the club has extended its partnership with professional material supplier Würth for the '13-14 season. The company will continue to receive ad space on boards at the Coface Arena (FSV Mainz). ... Hockey India on Wednesday "announced Shiv Naresh as its apparel partner" for the national field hockey team as well as the Hero Hockey India League. As a part of the partnership with Hockey India, Shiv Naresh "will provide both on and off-field playing and training uniform ranging from training shorts and shirts to tracksuits and equipment bags to the teams" (PTI, 8/14). ... The French Football Federation "has added a new sponsor to its ranks with aperitif biscuits brand Belin coming in to back the national team." The deal "will initially run" for the '13-14 season (SOCCEREX, 8/15). ... Fan-generated football media brand FTBpro "is the new Online Media Partner of the League Managers Association" (INSIDE WORLD FOOTBALL, 8/15). ... The all-India Buchi Babu cricket tournament "received a shot in the arm with Kalpathi Investments coming forward to sponsor the competition" (THE HINDU, 8/14). ... Red Bull "has challenged Norfolk-based microbrewery Redwell over its similar-sounding name." The microbrewery, which makes lager and ale, "registered the Redwell name as a trademark within the drinks category, which includes energy drinks" (MARKETING MAGAZINE, 8/15).
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