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SBD Global/June 3, 2014/Marketing and Sponsorship

Marketplace Roundup: Banco De Chile Releases World Cup Spot Featuring Miners

Banco de Chile released a commercial ahead of the World Cup that features 33 Chilean miners who survived being buried underground in northern Chile for 69 days before being rescued in '10. The Chilean national team has "some pretty hardened fans backing them up -- the miners themselves, who give their national team a spectacular pep talk about beating the odds." One miner who was rescued, Mario Sepulveda, stars in the spot, saying, "Spain is tough? Netherlands is tough? We don't fear the Group of Death. We don't care about death. We defeated death before!" (ADWEEK, 6/2). ... Scottish Premiership side Aberdeen has agreed to a three-year, seven-figure kit sponsorship with Saltire Energy, which extends beyond the first team (Aberdeen FC). ... Handball Bundesliga (HBL) club TBV Lemgo has extended its premium partnership with IT service provider itelligence AG for another two years until '16. The company's logo will continue to be featured on the jersey sleeve and receive additional placement on the jersey collar (TBV Lemgo). ... Turkish Airlines has signed on as a top-level sponsor of the world equestrian festival, CHIO Aachen. This year's event will take place from July 11-20 (CHIO Aachen). ... Warrior will replace Nike as kit supplier of Portuguese club FC Porto next season. The news was "swiftly confirmed" after leaked images of the kit "appeared online earlier in the day." The deal "is likely to be worth slightly more than Nike’s last deal with the team," which was believed to be worth some €8M over four seasons (SOCCEREX, 6/2). ... La Liga side Espanyol has started its "Maravillosa minoría" ("Marvelous minority") campaign. Through this initiative, the club is "looking to publicly project the DNA and typical features of the organization and its fans." A club spokesperson said that Espanyol is "looking to go beyond increasing the number of members." The Barcelona-based side is "appealing to curious, restless and nonconformist" fans in the city (EFE, 6/2). ... Kelme Sport "has signed a three-year kit supply deal" with La Liga side Elche CF. The Spanish sportswear company "will design and supply all of Elche’s playing and training kits throughout the duration of the agreement" (SOCCEREX, 6/2).
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