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SBD Global/January 13, 2014/Marketing and Sponsorship

Marketplace Roundup: ManU Signs Multi-Season Agreement With Spirits Brand Aperol

ManU announced a multi-season sponsorship agreement with int'l spirits brand Aperol to become the club's official global spirits partner. The deal, which will run until the end of the '16-17 season, will see Aperol branding visible during all domestic games at Old Trafford, as well as official club publications, MUTV and the official website. The partnership will also see the signature drink, Aperol Spritz, available in the stadium's hospitality areas (ManU). ... Austrian top flight football club SV Reid has extended its main sponsorship deal with window and door manufacturer Josko for another two years. Josko, which has been a partner of the club since '98, will continue in its role as shirt sponsor until the end of the '15-16 season (SV Reid). ... The German Ski Federation (DSV) has extended its partnership with adidas until '18. For the next four years, adidas will be the official main sponsor of the German Ski National team and provide around 650 athletes, coaches, supporting staff and officials with its products. The cooperation will include biathlon, Nordic combined, cross-country skiing, Alpine skiing, ski cross, freestyle skiing and ski touring (DSV). ... The Sauber F1 Team will continue its partnership with Jose Cuervo. The multi-platform marketing partnership began in '11 and will continue to promote Jose Cuervo's tequilas worldwide through the team (Sauber). ... LX Ventures and Mobio announced that Mobio has signed Portuguese footballer Cristiano Ronaldo as a social media influencer on Mobio INsider, the fan-directed platform that enhances relationships between stars and their fans (LX Ventures).

PLAY THAT FUNKY MUSIC: French Ligue 1 club Toulouse FC has "agreed a partnership with music streaming service Deezer." Toulouse FC "launched a new Deezer app that asking fans to vote for the new 'goal music' that will be played after every goal scored by Toulouse FC at the Stadium Municipal." The TFC Deezer app "also lets fans listen to every club player’s playlist and to the Toulouse FC Radio" (FOOTBALL MARKETING, 1/10). ... Brazilian non-carbonated beverage producer Viton 44 has signed an extension and expansion to its sponsorship deal with Rio-based Brasileiro side Botafogo. The new deal will see Viton 44 continue to promote its Guaraviton drinks on the front of Botafogo’s playing shirts, as well as on the sleeves (Botafogo). ... Portuguese marketing university IPAM published a study using a "scientific formula" indicating that Cristiano Ronaldo is currently worth €43M ($58.7M) and will increase to €50M ($68.3M) if he wins the Ballon D' Or. He "would become the most valuable footballer in the world and join a small group of the best-paid athletes in the world" (AS, 1/12). ... The official football of the upcoming Argentine first division season will be the Argentum, an adidas-made ball with a name selected in a vote by thousands of Argentine fans (CLARIN, 1/10).
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