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SBD Global/August 18, 2014/Marketing and Sponsorship

Marketplace Roundup: Hamburg SV Signs Sponsorship Deal With Bahlsen

Bundesliga side Hamburg SV has signed a new sponsorship deal with German food company Bahlsen for the '14-15 season. The company's two brands, Leibnitz and Pick Up!, will be visible during home games on boards in camera view. In addition, the brands will be featured on the clothing of the club's youth academy as well as on the jersey of team mascot Hermann. The deal was brokered by Sportfive (Hamburg SV). ... Bundesliga club Hannover 96 has renewed its deal with Bahlsen for another season. The company has been a partner of the club for five years (Hannover 96). ... Pro12 side Edinburgh Rugby announced the appointment of sports tour specialists Venatour Ltd. as the club's official travel partner. The sporting experience company will now oversee all of the team's travel requirements, including flights and hotel accommodation, and create selected travel deals for Edinburgh Rugby fans for games on the road in the Pro12 and European Rugby Challenge Cup (Edinburgh Rugby). ... EPL side Southampton announced a global partnership with Garmin as its official navigation and fitness device partner. The club will engage with Garmin -- whose European headquarters is found in Southampton -- on a number of initiatives  (Saints FC). ... A-League club Sydney FC extended its relationship with the Australian Careers Business College by signing it as the club’s Australian marquee player partner for one year. ACBC will be aligned with the club’s record goal scorer Alex Brosque until the end of the '14-15 season. As part of the deal, ACBC will be afforded match day branding alongside Brosque’s headshot during the squad announcement on the scoreboard, matchday sponsorship for two games and other benefits (ISPORTCONNECT, 8/15). ... The Zumtobel Group and Bundesliga side Borussia Dortmund signed a partnership agreement. The partnership will be shaped by the Zumtobel Group’s two lighting brands, Thorn and Zumtobel, and will run for a five-year term. Along with various lighting projects, the partnership will include customer programs aimed at electricians, electrical planners and wholesale dealers of both brands (Zumtobel Group). ... Ryder Cup Europe announced that FedEx will be an official supplier to the 2014 Ryder Cup. FedEx is a long standing sponsor of the FedExCup and the FedEx St. Jude Classic on the USA PGA Tour. However, this is the first time the company has supported the Ryder Cup (European Tour). ... Adidas will end its partnership with the Nigeria Football Federation this year. The contract between adidas and the NFF runs out this year and the German brand has stated that it "will not renew its relationship with the football federation" (SUPERSPORT, 8/15).

BOLT EXTENDS: Usain Bolt revealed Friday that "he will put back his planned retirement until 2017 at the request of his sponsors." The six-time Olympic Gold Medalist and 100m and 200m world record holder "had intended to retire from the track after the 2016 Rio Olympics, but he told a news conference Friday that he will compete for a further extra year." Bolt: "I think I'm going to do another year. My sponsors asked me to do one more year, so I will compete until 2017" (AFP, 8/16).
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