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SBD Global/February 6, 2014/Marketing and Sponsorship

Marketplace Roundup: Adidas Secures Sponsorship With Atlético Madrid's Costa

Adidas has secured a sponsorship with La Liga side Atlético Madrid player Diego Costa. The German brand "pinched the prolific frontman from Nike five months before the start of the World Cup in Brazil" (SPORTS MOLE, 2/5). ... League Two side Oxford United agreed to a partnership with Oxford-based New Driveway Company. The partnership will see New Driveway Company, which has recently been awarded "Which Trusted Trader" status, sponsoring United's home goals (Oxford United FC). ... Nitol-Tata was named sponsor of the "ongoing Bangladesh Premier League." Nitol-Tata returned to sponsor football after a gap of nine years. Bangladesh Football Federation Senior VP Abdus Salam Murshedy said the deal is not as lucrative as the previous sponsorships of Citycell and Grameenphone, but was "quite satisfactory" (DHAKA TRIBUNE, 2/3). ... La Liga side Atlético Madrid announced the selection of CenterplateISG, a joint-venture partnership between Centerplate and Int'l Stadia Group, to design and manage all food service, premium ticket sales and marketing at its new stadium, currently under construction and scheduled to open in '16. For CenterplateISG this is the first contract in the Spanish market (Atlético Madrid). ... Swiss DIY chain Jumbo is a new official co-sponsor of the Tour de Suisse. Tour de Suisse organizer and marketing agency, IMG (Schweiz) AG, and the specialist retailer have agreed to work together to promote the event. Official co-sponsor is a third-level sponsorship package and covers advertising along the route and at the start and finish lines with a wide range of promotional opportunities and a hospitality allocation (Tour De Suisse). ... F1 team Infiniti Red Bull Racing has extended its partnership with Geox through the '14 season (Red Bull Racing).
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