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Marketing and Sponsorship

Marketplace Roundup: Spanish Football League Partners With China's Snow Beer

The Spanish Football League (LFP) reached a regional sponsorship agreement with the highest-selling beer in China, Snow Beer, with La Liga to advertise its brand King Way. The announcement was made during LFP President Javier Tebas' visit to Beijing, where he met with China's Ministry of Education's Department of Sport & Culture Liu Peijin (LFP). ... ZTE announced that it has signed double Olympic Gold Medalist and five-time 10,000m world champion Haile Gebrselassie as its official smartphone brand ambassador for Ethiopia (ZTE). ... The Limacol Caribbean Premier League confirmed a partnership with Marriott Hotels, which will see it become the leading hotel partner of the CPL. The deal will see the brand play host to CPL teams and their staff throughout the tournament, in St. Kitts and Nevis and Guyana. The Marriott Courtyard in Barbados will look after all the TV and support staff (Marriott). ... Australian natural health supplement brand Blackmores announced a new three-year partnership with former tennis player Li Na. Li will join Blackmores as a brand ambassador (Blackmores). ... The Algarve region in Portugal was named the official European golf destination of the 2015 Women's British Open at Trump Turnberry Resort, Scotland. Algarve reps will head to Scotland in July to showcase its attributes, backed by a pre-event, multi-platform campaign (Azalea Group). ... U.K.-licensed online sports betting provider Titanbet.co.uk "pushed on" with its U.K. racing sponsorship drive by agreeing a deal with all-weather racetrack Lingfield Park Racecourse. The agreement sees Titanbet.co.uk sponsor three of the course’s meetings on Wednesday, Thursday and Friday. Each event has seven races on the card and race-goers will receive special sign-up offers and prices on each (SBC NEWS, 4/27).

IN GERMANY: Bundesliga side FC Nuremberg announced adidas will end its deal with the club in '16 (FC Nuremberg). ... Bundesliga side Werder Bremen "will reportedly lose sponsor Targobank at the end of the season." The bank paid around €40M during its eight years as club partner (SPONSORs, 4/27). ... The German Hockey Federation (DEB) has extended its supply deal with Schanner. As part of the deal, Schanner will receive extensive marketing rights along with the title of official premium sponsor and supplier of the DEB (DEB). ... Bosch and DTM German Touring Car Masters series extended their partnership for another three years until '17 (DTM). ... IPS Karton.eu "extended its sponsorship" of 3 Liga side FC Energie Cottbus for a further year. The Spremberg-based packaging company "will remain as the shirt sponsor of the club for the '15-16 season, with the Karton.eu logo continuing to adorn the front of the FCE jerseys." The deal "was brokered by sports marketing agency Infront Sports & Media" (SOCCEREX, 4/27).

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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