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SBD Global/November 11, 2013/Marketing and Sponsorship

Marketplace Roundup: Borussia Dortmund Signs New Partnership Deal With AIDA

Bundesliga club Borussia Dortmund has signed a new partnership deal with cruise line AIDA. The Evonik Football School has recently held its first seven-day football camp for 7-13 year olds on board of the AIDAsol cruise ship. The next cruise dates for the club's Evonik Football School are already set for spring and summer '14 (Borussia Dortmund). ... FC Barcelona is "at work on upgrades to its Camp Nou stadium's bleachers." Some seats behind the north goal "will be replaced with seats of another color, and the new seats will form the name 'Qatar Airways' in the section." This measure was "announced several months ago during the presentation of the club's partnership with the airline" (SPORT, 11/9). ... Real Madrid and Saudi Telecom Company have renewed their int'l sponsorship agreement. The collaboration agreement was extended by five years and will offer fans in Saudi Arabia, Bahrain, Kuwait and Turkey exclusive content (Real Madrid). ... Poland's Legia Warsaw "has unveiled Central Europe's leading betting operator Fortuna Entertainment Group as its new main sponsor." The deal "will come into effect next year" and last until the end of '16 (INSIDE WORLD FOOTBALL, 11/8). ... Timepiece and clock manufacturer Bulova announced a three-year sponsorship agreement with ManU. Bulova was named the club's official timekeeper and global partner earlier this year. The multi-million dollar integrated campaign, rolling out now in Asia, Europe, North America, South America and Australia, features a mix of global TV and radio spots, as well as digital, out of home, point-of-sale and print ads in lifestyle, sports and men's books. Print advertising will highlight current ManU players such as Wayne Rooney, Shinji Kagawa and Javier Hernandez, to run in int'l publications now and throughout '14 (Bulova). ... Brazilian third division side Madureira "has won fans and commercial success with a new strip" featuring the face of revolutionary Che Guevara. Madureira, from Rio de Janeiro's "gritty" north side, "put Che's famously bearded face on their seven-a-side shirts to commemorate a tour of the island they made 50 years ago." Sales "have rocketed" from the usual 10 a month to more than 3,000 in the weeks since it was launched (REUTERS, 11/6). ... The Ghanaian national football team "will be sponsored by uniBank for the next three years." The deal is worth $1.5M "and makes the Ghanaian bank a gold sponsor for the Black Stars" (WORLD FOOTBALL INSIDER, 11/8). ... European Athletics and SPAR Int'l, the world's largest organization of independent food retailers, have extended their four-year contract by one year until the end of '16 (European Athletics).
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