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SBD Global/March 5, 2014/Marketing and Sponsorship

Marketplace Roundup: Lionel Messi Stars In Adidas Cleats Commercial Ahead Of World Cup

Lionel Messi is featured in an adidas commercial for the adizero f50 Messi signature cleats he will wear while playing for Argentina during the upcoming World Cup (SPORT, 3/4). ... Second Bundesliga club Arminia Bielefeld has extended its exclusive partnership with Krombacher brewery until '18. The deal includes marketing presence and distribution of Krombacher's product portfolio at the SchücoArena. Krombacher has been a partner of the club since the '04-05 season (Arminia Bielefeld). ... Energy drink manufacturer Living Essentials has signed Mexican football player Oribe Peralta "as an ambassador" for its 5-hour Energy brand. Peralta, a Mexico int'l and winner of the 2013 CONCACAF player of the year award, will be featured "heavily in an upcoming advertising campaign aimed solely at the Hispanic community." He "will appear in print, broadcast and online adverts and will engage with the brand on social media networks" (SOCCEREX, 3/3). ... The NBA and dairy company Royal FrieslandCampina announced a multi-year marketing partnership across Southeast Asia. As the official milk partner of the NBA in Indonesia, Malaysia, Thailand, Vietnam and the Philippines, FrieslandCampina will activate its "Drink.Move.BeStrong" campaign to reach the NBA’s fanbase in Asia through grassroots events, TV and digital activities, and localized content for its customers (NBA). ... The Qatar Women's Sports Committee and Qatar National Bank have agreed to a new partnership. QNB "sponsors a number of local tournaments, including Her Highness the Consort of the Emir of Qatar’s Cup Final in football, handball, table tennis and the National Sports Day activities." QNB "will also be the exclusive sponsor of the women’s national teams at all local and international tournaments" (PENINSULA QATAR, 3/4). ... The Singapore Table Tennis Association has signed a S$300,000 ($236,000) cash sponsorship agreement with local business Neo Garden Catering. The three-year agreement begins in April (STRAITS TIMES, 3/4).
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