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Marketing and Sponsorship

Australian Football League Side Brisbane Lions Partner With U.S.-Based Majestic

Australian Football League side Brisbane Lions appears to have "escaped unscathed" from the collapse of Gold Coast apparel supplier BLK with U.S. sportswear firm Majestic set to step in with a sponsorship deal for next season, according to Andrew Hamilton of the Brisbane COURIER-MAIL. The Lions "had been plagued by supply issues during their partnership with BLK" and had already struck a four-year deal -- with a cash component worth about A$1M ($750,000) plus training and playing gear -- with Majestic to begin in '18. Officials from Majestic’s U.S. head office will "be in town next week" to finalize the agreement. Majestic is the official uniform supplier for Major League Baseball. It will be Majestic’s "first foray into the AFL and adds to a growing Australian presence that already includes a deal with Cricket Australia" as the official uniform suppliers for the Big Bash League. The Lions had a year to run on a deal with BLK worth about A$200,000 ($149,800) but "consider it void after the parent company, World Rugby Specialists, was recently placed into external receivership" (COURIER-MAIL, 12/5).

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