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SBD Global/March 20, 2014/Marketing and Sponsorship

German Hockey Federation, Kit Supplier Adidas To End Partnership After Five Years

The German Hockey Federation (DHB) and kit supplier adidas "will end their five-year partnership at the end of the year," according to the SID. Both sides "confirmed the decision on Wednesday." The field hockey federation, which also lost its main sponsor Hyundai in '12, "will, however, not encounter any financial problems." DHB President Stephan Abel said, "We are now in a better financial state than during our Hyundai days. Since then we have acquired two big partners. In addition, we are now able to market the jersey front on a flexible basis." Abel also said that the federation "has already signed a new kit supply deal." While he did not reveal the name of the new supplier, Abel said that the new deal "has a longer duration and a higher value than the one with adidas" (SID, 3/19).
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