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SBD Global/January 30, 2014/Marketing and Sponsorship

Marketplace Roundup: Audi Sponsorship To Drive Dubai Pro Cycling Team

The new Skydive Dubai Pro Cycling Team "has received a sponsorship boost" from Audi Dubai in the build-up to next month’s inaugural Dubai Tour. The new sponsorship agreement was announced Wednesday. The Audi sponsorship covers the Skydive Dubai Pro Team’s full '14 race program (GULF NEWS, 1/29). ... Sabah Tourism Board has announced it will sponsor the Sabah Masters for another three years beginning in '15. The Sabah Tourism Board helped revive the event in '11 after a 10-year hiatus (THE STAR, 1/27). ... Energy drink brand DRIVE M7, which is part of Mutiara Motors, will sponsor Spanish team Aspar Team MotoGP. Aspar will have former world champions Nicky Hayden and Hiroshi Aoyama in its new lineup (THE STAR, 1/29). ... EPL side Crystal Palace has announced a four-year kit deal with Macron beginning in July (Crystal Palace). ... The Brazilian post office (known as Correios) has become the latest official sponsor of the 2016 Rio Olympics. The post office will deliver more than 30 million items for the event, including the athletes' equipment (Rio 2016). ... Italian vacuum cleaner manufacturer Vorwerk Folletto "has extended its sponsorship deal" with Serie A side Parma. Financial details "have not been released but the deal is likely to be worth a low seven-figure sum" (SOCCEREX, 1/29). ... Serie A side Lazio "has announced a new partnership" with MSC Cruises. Lazio unveiled the agreement on Tuesday, with the deal brokered by the Italian division of Infront. The club and company "will work together on marketing initiatives, aiming at both the consumer and business market." A special Lazio-themed cruise "will be created for fans" (SOCCEREX, 1/29). ... Spanish footballer Andrés Iniesta will be featured in the new Powerade campaign “There’s Power in Every Game.” The campaign, set to launch in close to 40 markets worldwide, kicks off later this year but the first wave of activity begins in January across the brand’s social channels (Coca-Cola). ... Hair styling brand Hairbond has named Liverpool goalkeeper Simon Mignolet as its brand ambassador. Mignolet joins English cricketer James Anderson as a '14 brand ambassador (Hairbond).
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