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SBD Global/September 6, 2013/Marketing and Sponsorship

Marketplace Roundup: Luge Governing Body FIL Extends Deal With Viessmann Until '18

The luge world governing body FIL "has extended its contract with main sponsor Viessmann for another four years." The int'l heating systems manufacturer "will continue its sponsorship deal with FIL until '18." Viessmann "has been a partner of the federation for 17 years" (FOCUS ONLINE, 9/5). ... Online sales company for adventure sport products Canadian Cartel said that it has joined forces with former President & Founder of British Columbia-based Sport Mart Kevin Jardine. Canadian Cartel will be rebranded and launched as gogear.ca in the fall (Canadian Cartel). ... Scottish Premiership club Celtic has announced "a partnership with e-cigarrette maker E-Lites which will see the green-tipped devices go on sale during matches." The deal, which will run until '16, "will see vending stations within Celtic Park stock E-Lites electronic cigarettes and e-cigars on match days" (SCOTSMAN, 9/5). ... The Asian Golf Industry Federation recently retained the Signature Group of Ponte Vedra Beach, Florida, to establish the next steps in the development of the organization in the Asian golf marketplace. Signature Group will assist in devising a strategic plan and a sponsorship engagement program within the next three months with a focus on the initiatives of education, research and growth of the game (AGIF). ... Hockey League India franchise Mumbai Magicians "will be the official sponsor" of the Mumbai Hockey Association Ltd.-conducted Super League field hockey tournament, which is underway at the MHAL's Churchgate-based Mahindra Stadium. In the first joint venture with MHAL, the Magicians will shell out Rs 5 lakh ($7,575), but "have promised a more handsome sum when the association conducts the prestigious Bombay Gold Cup sometime in October." Other than financial support, Magicians in alliance with MHAL "are also looking to set up an academy to unearth local talent" (TIMES OF INDIA, 9/5). ... English Super League rugby side Castleford Tigers announced a new partnership with local graphic design agency, Straw Jonny Ltd. The Castleford-based company, which also does web development and social media management, will have a perimeter advertising board around the stadium in '14 (Castleford Tigers). ... Banking and financial service company Barclays has signed a three-year extension to its global partnership with Beyond Sport (Beyond Sport).
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