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SBD Global/August 21, 2013/Marketing and SponsorshipPrint All
The start of the Premier League season "has been accompanied by a flurry of club sponsorship action from online gaming and betting companies eager to tap into the Premier League fan base," according to Paul Nicholson of INSIDE WORLD FOOTBALL. The latest to announce a deal is newly promoted Crystal Palace, which has "announced a one-year agreement with 12Bet." No "figure for the deal has been announced." West Brom recently announced TLC88 "as their online gaming operator." Arsenal "similarly signed an online gaming partnership focusing on Asia," with a three-year deal with Bodog. Arsenal's preseason tour to Indonesia, Vietnam and Japan "reinforced their commitment to their brand and fans in the region," rewarding the club with a deal believed to be worth "multi-millions." Another club to announce an official int'l betting partner on the eve of the new season was Man City, which "signed a two-year deal with 188BET." The rush for clubs "has not been confined to England." Austrian-based bwin.party "has pursued an international sponsorship strategy that is focused on signing up some of Europe's leading and most iconic football clubs." Its most recent addition was Olympique de Marseille in a three-year sponsorship deal that "will see the bwin brand become OM's official online betting and gaming partner" (INSIDE WORLD FOOTBALL, 8/20).
EPL Everton has signed a two-year contract extension with EA Sports. Everton's Goodison Park ground will make "its first appearance in the game" when FIFA 14 launches on Sept. 27 (SOCCEREX, 8/20). ... Bundesliga club Eintracht Frankfurt has extended its partnership with railroad company Deutsche Bahn for another two years until the end of the '14-15 season. In addition to the usual advertisement opportunities, the company will together with the club work on the initiative "fairer und sicherer Fußball" (fair and safe football). The deal was brokered by sports marketing company SPORTFIVE (Eintracht Frankfurt). ... Handball Bundesliga (HBL) club HSV Hamburg players will be visible on billboards throughout the city as part of a new week-long ad campaign, which started Tuesday. The campaign was created by communications agency "Neue Monarchie." Outdoor advertising specialist JCDecaux, which is a partner of the club, provides the framework for the campaign through its City Light Medien (HSV Hamburg). ... First time team sponsor Invest Africa announced its yacht entry in the Clipper '13-14 Round the World Yacht Race. The yacht, which is part of the newly designed Clipper 70 fleet, will debut in the ninth edition of the world’s longest ocean race and will be called Invest Africa (Invest Africa). ... Kent County Cricket Club has announced a partnership with Godfreys, which will provide mowers for maintaining the pitch this season (Kent County).