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SBD Global/October 23, 2013/Marketing and Sponsorship

Marketplace Roundup: Alfa Romeo Extends Deal With Superbike World Championship

Italian car manufacturer Alfa Romeo and Dorna WSBK Organization announced the renewal of the Superbike World Championship sponsorship agreement for the next three years (WSBK). ... Events and hospitality provider Zächel, which is a subsidiary of sports marketing agency SPORTFIVE, "has won the contract of Bundesliga club Bayer 04 Leverkusen to provide hospitality at Bundesliga and Champions League home games for another three years." Zächel has been a partner of the club for 11 years (NEW BUSINESS, 10/21). ... Bundesliga club Eintracht Frankfurt has extended its partnership with Coca-Cola for another three years. The soft-drink producer will continue to provide fans at home games at the Commerzbank Arena with its products until '16 (Eintracht Frankfurt). ... Iker Casillas of Real Madrid, Koke Resurrección of Atlético Madrid and Barcelona's Xavi Hernandez wore new adidas cleats with reflective elements for the first time during Champions League action on Tuesday and Wednesday. Parts of the new cleats will reflect light thanks to adidas' "Enlightened Pack" technology (EP, 10/22).
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