Barcelona and UNICEF on Thursday agreed to extend their partnership through '20. In the club's 10th year working with UNICEF, Barcelona will increase its annual donation to the charity from €1.5M ($1.65M) to €2M ($2.2M) (Barcelona). ... Serie A side Juventus expanded its ongoing partnership with online travel and leisure retailer Lastminute.com. The partnership sees Lastminute.com pink branding featured on pitchside LED boards "during the last 60 seconds of every Juventus home match." The partnership is "now being complemented" by the #ZONALASTMINUTE campaign, which invites Juventus fans to "share messages of support for their team that will then be featured on the pitchside LED boards at Juventus Stadium" (SOCCEREX, 2/25). ... Air France was named the official partner of the 40th edition of the Schneider Electric Paris Marathon taking place on April 3. The partnership is for the next three years (Air France). ... French car manufacturer Citroën “wants to end its association” with Paris St. Germain. Citroën currently has branding "on the seats of both team’s benches at the Parc des Princes as well as a Citroën sponsored half-time game." The contract is worth €1.5M ($1.7M) per year and was set to end in ’17. PSG wants to first find a replacement for Citroën before “permanently disengaging with the company” (PARIS FANS, 2/25). ... Hilton Worldwide extended its relationship with the Asian Tour as its official hotel partner for '16. Initiated in September, the partnership with the Asian Tour provides support to professional golfers playing on Tour, which complements the golf partnership also established by Hilton in Europe (Asian Tour). ... Red Bull Racing announced the extension and expansion of its relationship with AT&T. Within the new multi-year agreement, AT&T will continue to provide Red Bull Racing with global network and connectivity services. The new AT&T logo will be displayed on the rear wing of the RB12 and on the drivers’ racing overalls (Red Bull Racing). ... Total Sports Asia has been appointed by the Malaysia Stadium Corp. (PSM) to strategize and oversee the commercialization of Kuala Lumpur Sports City, "including the redeveloped Bukit Jalil National Sports Complex."
TSA "will develop new commercial opportunities for the national stadium, including naming rights to the KL Sports City and the individual venues -- among them National Stadium and Putra Stadium -- and will offer new hospitality suites and branding opportunities for corporate clients" (SOCCEREX, 2/25).
