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SBD Global/August 8, 2014/Marketing and SponsorshipPrint All
The German Football Federation (DFB) "has won the first court battle in its jersey logo dispute with supermarket chain Real," according to SPIEGEL ONLINE. Real "will not be allowed to sell shirts with a similar logo." However, the most important decision in the fight "is yet to come." The Munich court "confirmed a temporary injunction which forbids Real from selling shirts and mats with a logo similar to the DFB's eagle logo." The court said that the logo "is so similar to the protected trademark of the federation that the sale would violate the DFB's rights." However, the dispute "is not yet resolved as the court did not examine if the logo can be protected as a trademark." Real "submitted a corresponding request to the German Patent Office." This fundamental decision "is way more important for the DFB" than the sale injunction (SPIEGEL ONLINE, 8/7).
The Tinkoff-Saxo cycling team, led by two-time Tour de France winner Alberto Contador, has "received a boost with Denmark’s Saxo Bank announcing it will remain a co-title sponsor for 2015," according to Josh Reich of REUTERS. The team "is owned by Russia’s Oleg Tinkov and managed by Dane Bjarne Riis," with Saxo Bank involved since '08. Tinkov suggested last week that "the team would change its name to Tinkoff Team, but Thursday’s announcement confirmed it would remain as is" (REUTERS, 8/7).
The Singapore Southeast Asian Games Organizing Committee has "secured its third top-tier sponsor for next June's SEA Games," with int'l auditing and consultancy firm Deloitte Singapore coming on board, according to Terence Ong of the STRAITS TIMES. The deal is worth S$5M ($4M) in cash and kind, "consisting financial, tax and IT security advisory services and risk consultancy for the June 5-16 sporting meet." This partnership also moves the SEA Games organizing committee closer to its sponsorship target of S$50M ($40M), having now amassed a total of S$25M ($20M) (STRAITS TIMES, 8/7).
Man City announced a new partnership with Hansa Pilsener. The three-year deal will see the South African beer brand become Man City’s official beer partner in South Africa. The brand will also be given the rights to produce TV adverts with several of Man City’s star players, in addition to featuring the club’s crest and player imagery in marketing campaigns throughout the region (Man City). Hansa has also "become the official beer sponsor" of Arsenal in South Africa. Hansa "will have exclusive access to match tickets and autographed official merchandise" to give away to South Africans over the next few months (SPORT 24, 8/7). ... Second Bundesliga club 1860 Munich has extended its partnership with brewery Hacker-Pschorr until '16. The brewery has been a partner of the club for 10 years (1860 Munich). ... Second Bundesliga club FSV Frankfurt has extended its deal with nutrition partner coa "cuisine of asia" for another year. The company has been a partner of the club since last season (FSV Frankfurt). ... Polish Ekstraklasa side Śląska Wrocław "signed Tyskie as its new official beer." The club, which finished 12th last season, "signed a three-year contract with the brand" (SOCCEREX, 8/7). ... Intesa Sanpaolo "signed a shirt sponsorship deal" with Serie A side Cagliari. The bank’s logo "will feature on the back of the Italian team’s matchday jerseys" for the duration of the '14-15 season. It "will have branding around the club’s home ground" (GOAL, 8/7). ... Liverpool and southeast Asian IT, electronics and furniture retailer Courts Asia announced a two-year extension to their regional partnership in Singapore and Malaysia. This takes the current deal up to the end of the '15-16 Premier League season (Liverpool). ... League One side Coventry City has signed a new two-year sponsorship deal with int'l sports performance analysis company STATsports. The company provides a range of fitness data and performance monitoring through its software system. The deal will see Manager Steven Pressley and his staff have use of the full range of STATsports software and equipment (Coventry City).