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SBD Global/June 5, 2014/Marketing and Sponsorship

Marketplace Roundup: Beer Brand Estrella Damm, 2017 Mediterranean Games Partner

Barcelona-based beer brand Estrella Damm has become the "first official sponsor of the 2017 Mediterranean Games," which will take place in Tarragona, Spain. Tarragona Mayor Josep Fèlix Ballesteros and Grupo Damm Dir General Enric Crous signed an agreement in which the beer brand will contribute €3M ($4M) over the next four years as an official partner of the event. Mediterranean Games organizers are "planning to raise" €30M ($41M) in private sponsorships, "a sum that would cover 76% of the event's total cost" (EL PERIODICO, 6/3). ... Spanish Football League (LFP) North Africa & Middle East Dir General Fernando Sanz on Tuesday announced an agreement between the LFP and Chinese energy company Sunrain. Sanz called the partnership a "key point for the international development of the LFP" (EP, 6/3). ... EPL side Sunderland and South Africa-based BFC Group announced Bidvest "will continue" as the Black Cats' main kit sponsor for home and away games next season (SUNDERLAND ECHO, 6/4). ... AirAsia has agreed to a one-year extension of its shirt sponsorship with EPL side Queens Park Rangers (QPR). ... Dutch side Ajax has agreed to a three-year sponsorship with Chinese company Zhejiang Shenghui Lighting (Ajax). ... Chinese Super League club Shanghai Greenland Shenhua "has launched a charm offensive to win over disgruntled fans by inviting them to redesign the club’s emblem for next season." The new emblem "must contain" elements of the club sponsor Greenland as well as the previous brand “Shenhua.” It "should carry the team’s jersey color -- blue, while the team’s lucky mascot, the leopard, is desired but not necessary, the club said on its official website" (SHANGHAI DAILY, 6/4). ... The British Basketball League named the official ticket provider for the 14-team league. Each club will utilize's ProVenue suite of products to manage ticket sales and provide feedback into purchasing and attendance traits (BBL).
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