Real Madrid named Mexican food brand Fud its title sponsor in the country. The deal will run until the end of '16-17 and includes the launch of the "Fud Goal" campaign, which will give Mexican consumers the chance to watch Real Madrid at the Santiago Bernabéu Stadium. Fud is a brand name for hot dogs, sausages, bacon and cold cuts produced by the Mexican company Sigma Alimentos (SOCCEREX, 2/3). ... French Pro A basketball side Asvel has signed a partnership with ski resort Alpe d’Huez. The partnership begins immediately and will run through the next three seasons. Alpe d’Huez is now the first official ski resort sponsor in Pro A basketball, and will benefit from permanent media visibility on all club communications (Asvel). ... Kia “will end its partnership” with French Ligue 1 side Girondins de Bordeaux at the end of the ’15-16 season. Kia “has been the main shirt sponsor of the club” since ’06 (SPORT BUZZ BUSINESS, 2/3). ... Brittany Ferries partnered with the Tour de France. Brittany Ferries will become an official sponsor of the Grand Départ 2016 and will work with the Amaury Sport Organisation and the Association du Grand Départ du Tour de France Manche -- Normandie (Le Tour).
