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SBD Global/September 17, 2013/Marketing and Sponsorship

Marketplace Roundup: DEL Club Cologne Sharks Signs Deal With Bet-At-Home.com

German Hockey League (DEL) club Cologne Sharks has signed a sponsorship deal with online betting provider bet-at-home.com for the '13-14 season. The company's logo will be featured on the players' helmets and on boards at the LANXESS arena. Bet-at-home.com will also receive a presence on the club's website, www.haie.de (Cologne Sharks). ... Bundesliga club Borussia Mönchengladbach has broken the 60,000 member mark and is therefore the fifth-biggest football club in Germany. To say thank you to its members, the club doubled the discount for merchandise products from 10 to 20% for a period of 60 hours until Thursday at midnight (Borussia Mönchengladbach). ... The Belgian FA "has extended its sponsorship deal with the Belgian arm of Dutch financial services firm ING for a further five years, taking the partnership through to the 2018 FIFA World Cup." The deal "includes sponsorship of the Belgian national team -- the Red Devils -- and continues INGs partnership with Belgian referees" (INSIDE WORLD FOOTBALL, 9/12). ... Northern Irish hockey club Belfast Giants has secured its biggest re-signing of the season with ferry company Stena Line announcing title sponsorship of the team for a third successive year. Stena Line will ferry the Giants players and fans to away games in the U.K. throughout the season as well as traveling teams visiting Belfast (Belfast Giants). ... Capital Properties has renewed its sponsorship deal with Premiership rugby side Sale Sharks for the '13-14 season, which will see both the Spinningfields logo on the home and away shirts and the Capital Properties logo on the Sale Sharks' home and away shorts for all preseason friendly, Aviva Premiership, Amlin Challenge Cup and LV= Cup matches (Sale Sharks).
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