Marketplace Roundup: French Olympic Committee Extends Partnership With Lacoste
Only a few weeks ahead of the 2016 Rio Olympics, Lacoste announced the “extension of its partnership with the French National Olympic Committee (CNOSF)” for the ’17-20 period. Lacoste remains an official provider of the French Olympic team and “will continue to create and provide the French team with leisure and formal wear” (SPORTBUZZ BUSINESS, 6/17).
ENERGY DRINKS: League Championship side Reading announced a "new three-year sponsorship agreement with Carabao." The Southeast Asian energy drinks brand, which was the home shirt sponsor last season, "has now become the principal partner of the club." As part of the deal, Carabao branding "will be on both the home and away shirts" until the end of the '18-19 campaign, as well the club’s training gear. It will also be the sole shirt sponsor for the U21 and women’s team (GET READING, 6/17).
LICENSING JUVENTUS: IMG has agreed to an exclusive licensing deal with Juventus to represent the club in a number of Asian territories, Australia and New Zealand. The multi-year deal comes after Juventus was "crowned Serie A champions for the fifth consecutive year last season." IMG will represent the Turin-based side in Japan, China, Hong Kong, Macau and Taiwan, in addition to Australia and New Zealand, across a wide range of categories including apparel, accessories, automotive products, stationery, toys and food & beverage (IMG).
MARKETPLACE BRIEFS ... League Championship side Norwich City and Aviva announced the continuation of their main sponsor relationship for a further year, which will see the Aviva Community Fund logo on the team shirts for the '16-17 season. The fund offers support and funding for local causes across the U.K. The deal is an extension of the three-year Community Partnership between Aviva and Norwich City starting with the '16-17 season (Norwich City).
Bundesliga side FC Schalke renewed its sponsorship deal with betting provider bet-at-home.com. The company signed a new two-year deal with the club until '18. Bet-at-home.com has been a partner of Schalke since '11 (Schalke).
German Hockey League (DEL) club Augsburg Panthers agreed to a new partnership with fitness studio chain clever fit for the coming season. As part of the deal, clever fit will receive an on-ice logo presence at the Curt Frenzel Stadium (Augsburg Panthers).
