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SBD Global/August 8, 2014/Marketing and Sponsorship

Marketplace Roundup: Man City, Arsenal Partner With South African Beer Brand Hansa Pilsener

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).
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