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SBD Global/July 16, 2014/Marketing and Sponsorship

Marketplace Roundup: Bundesliga Side Schalke Signs Deal With Chinese Company Huawei

Bundesliga club FC Schalke has signed a new sponsorship deal with China-based telecom Huawei. The club's new IT partner will install WiFi technology at the Veltins Arena. In addition, Huawei will receive ad space on LED boards in camera view and other marketing assets (FC Schalke). ... Second Bundesliga side FC Ingolstadt has agreed to a new sponsorship deal with Primus Print. The two-year deal provides Primus Print with hospitality rights, stadium signage and promotional space on the club's official website (FC Ingolstadt). ... Embattled Australian tennis player Bernard Tomic has been dropped by global management company IMG" (SPORTSBUSINESS JOURNAL, 7/14 issue). ... The British Olympic Association "has secured a new partner with Krow communications coming on board as an official provider." The London-based agency "will be the official provider of strategic marketing communications." They "will work with the BOA in the build-up" to the 2016 Rio Games (ISPORTCONNECT, 7/15). ... The World Marathon Majors have chosen Infront Sports & Media as a long-term partner to support their marketing operations. Infront will handle the first-ever integrated sponsorship platform across the intercontinental series, consisting of six marathons -- Tokyo, Boston, London, Berlin, Chicago and N.Y (Infront). ... Ligue 1 club Lille OSC has agreed to a two-year sponsorship deal with European camping holiday specialist Vacansoleil. The firm’s logo "will be emblazoned on the back of Lille’s playing shirts throughout the next two French league seasons in a deal brokered by Infront Sports & Media." The agreement "also includes the use of club marks in Vacansoleil promotions and branding at games" (SOCCEREX, 7/15). ... Top-tier Polish football club Lech Poznań has renewed its "partnership with beer brand Lech Pils." The Kompania Piwowarska subsidiary’s logo "will be emblazoned on the back of Lech Poznań’s playing jerseys in all matches for three years," as of the start of the '14-15 Ekstraklasa season. No financial terms were announced (SOCCEREX, 7/15).
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