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SBD Global/January 27, 2014/Marketing and Sponsorship

Marketplace Roundup: Liverpool Names Vauxhall Motors As Automotive Partner

Liverpool FC announced Vauxhall Motors as its automotive partner in Europe until the end of the '15-16 season. Vauxhall Motors, which has a manufacturing plant at Ellesmere Port near Liverpool, "adds to its U.K. football sponsorship portfolio" which currently sees them partner with all four Home Nations (LIVERPOOL ECHO, 1/24). ... Puma "has extended its partnership with Bayern Munich defender Dante Bonfim Costa." The Brazilian national team player "has been playing in Puma shoes since the '09-10 season." Dante "will be part of Puma's brand communication strategy in the areas of football, fitness, training and lifestyle" (W&V, 1/24). ... EPL side Aston Villa striker Christian Benteke "has hired The Sports PR Company to handle reputation management." The agency "will look after international PR and sponsorships for Benteke," who is also a member of the Belgian national team (PR WEEK, 1/23). ... Infiniti Red Bull Racing extended its partnership with Casio through the '14-15 season. The Casio logo will be present on the driver's race suits as well as the team kit. The logo will also be displayed on the nose of this year's RB10 car and its '15 successor (Red Bull Racing). ... A-League side Central Coast Mariners extended its kit sponsorship with Mars Food Australia's MASTERFOODS brand through the '14-15 season (Central Coast). ... The forthcoming Omega Dubai Desert Classic "received a major boost" with CNN Int'l continuing its association with "golf in DUBAi" as the event’s int'l media partner. CNN Int'l ad sales’ in-house production unit, Turner Commercial Productions, "will produce and broadcast commercials to promote the tournament" across Europe, Africa, the Middle East and Asia Pacific, "bringing an unprecedented level of exposure for the event, which has become the torchbearer for golf in the region" (GULF NEWS, 1/26). ... Qatar Golf Association and the European Tour announced a three-year extension of the Commercial Bank Qatar Masters at the Doha Golf Club (European Tour). ... Scuderia Toro Rosso "has signed a sponsorship agreement" with Sapinda Holding B.V. for the upcoming season. The Sapinda Holding logo "will be visible on the drivers’ and mechanics’ race suits and on the mirrors and front wing end plates of the cars." Sapinda Holding is a privately owned Principal Investment holding company, "which focuses on investment opportunities across continental Europe, Asia and Africa" (PADDOCK TALK, 1/24).
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