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SBD Global/December 20, 2013/Marketing and Sponsorship

Marketplace Roundup: FFF Signs Deal With VW, Replacing Citroën As Official Car Partner

Volkswagen "has signed a sponsorship deal with the French Football Federation, replacing Citroën as its official automotive partner." The reported five-year, €4M ($5.5M)-a-year deal will run from '14-18 (LE FIGARO, 12/19). ... Handball Bundesliga (HBL) club VfL Gummersbach has signed title sponsorship deals with Schmidt and Clemens, Ferchau and Ralf Bohne. The three companies have been longtime partners of the club, and as its new title sponsors, they increased their financial contributions (VfLGummersbach). ... First Gulf Bank "has signed a three-year deal" to become the main partner of UAE Pro-League side Al Ain FC. The agreement, which comes into effect at the start of the '13-14 season, "forms part of the club’s new strategy to move away from traditional sponsorships in favour of integrated partnership agreements." It will "see the bank’s logo displayed on the club’s playing shirts during all fixtures in both national and international competitions" (SOCCEREX, 12/18). ... Adidas has agreed to a deal to supply balls to Poland's Ekstraklasa football league. The agreement, which begins in '14-15 and runs for two seasons, "also includes a range of joint marketing activities aimed at promoting the league and strengthening the German brand’s position in the Polish market" (SOCCEREX, 12/19).
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