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SBD Global/June 18, 2014/Marketing and Sponsorship

Portugal Telecom Renews Deal With Country's National Football Teams Through '18

Portugal Telecom "has renewed, for four more years, the sponsorship of the national football teams, maintaining until 2018 support for the A, B, Olympic, under-21 and under-16 teams," according to Mark Baber of INSIDE WORLD FOOTBALL. The new agreement "marks a continuation of the relationship between the telecoms operator and Portuguese national team football which has lasted for 16 years." The new contract "entails the use of various brands of the group in healthcare communication, marketing, events, product launches and services associated with the teams, in addition to advertising exposure." No figures "were released regarding the sponsorship value," but a study by Cision released last week "suggested that sponsoring brands would stand to benefit" to the tune of €150M ($203M) if the Portuguese national team reaches the semifinals of the World Cup (INSIDE WORLD FOOTBALL, 6/17).
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