German Football Federation (DFB) subsidiary DFB Wirtschaftsdienst (Economic Services) has teamed up with BrandLoyalty. The company, which specializes in marketing and customer loyalty, will be the federation's global marketing partner for its customer loyalty programs. The deal, which started at the beginning of the year, will run for four years (DFB). ... Second Bundesliga side Greuther Fürth has agreed to a partnership with Hamburg-based agency Match IQ. The focus of the partnership will be optimizing the planning and execution of the team's preparation for the new season (Greuther Fürth). ... England Athletics announced a new sponsorship deal with athletics footwear and apparel brand New Balance. New Balance will provide performance kit for all England representative teams and offer discounts to England Athletics registered athletes (England Athletics). ... Italian football's second division Serie B "announced brokerage firm Anthea as a new partner." The company, which is based in Vicenza, "has agreed a deal by which it
will supply value-in-kind to the league and its clubs, likely to be in return for the usual branding and hospitality rights" (SOCCEREX, 2/26). ... Dutch footballer Memphis Depay joined Under Armour's athlete roster. Depay, currently the leading goal scorer in the Dutch Eredivisie, starts his multi-year partnership with the brand immediately (Under Armour).
