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SBD Global/July 16, 2014/Marketing and Sponsorship

La Liga Espanyol Extends Deal With Mexican State Of Quintana Roo, Presents Power8 Deal

La Liga side Espanyol's partnership with the Mexican state of Quintana Roo, which began three years ago, will "continue for three additional years," according to the EFE. The Espanyol kit, however, will now feature advertising for Quintana Roo tourist destination Riviera Maya instead of Cancún, which will "disappear from the front of the Espanyol shirt." The Riviera Maya logo will appear on the left sleeve of the club's shirts and on the front of the shorts. The club's decision to "free up the front of the shirt is linked to its new sponsorship deal" with gaming technology provider Power8, which becomes the new principal shirt sponsor (EFE, 7/13). The EFE reported in a separate piece Espanyol President Joan Collet called the partnership with Power8 an "expansion" of the club's brand. Espanyol's seven-year deal with Power8 is worth a total of €35M ($47.5M). The deal with Power8 was announced on June 13 "but was not officially presented until Tuesday" (EFE, 7/15).   
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