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Marketing and Sponsorship

Marketplace Roundup: Adidas To Sponsor LGBT-Focused World OutGames

Adidas "will sponsor the World OutGames," an LGBT-focused sporting and human rights event that will be held in Miami later this spring. The World OutGames -- which first took place in Montreal in '06 -- is a 10-day event that "draws athletes from more than 40 nations" to participate in swimming, track and field, football and other sporting events. It also hosts conferences that "focus on human rights initiatives" (FORTUNE, 4/26).

The "cash-strapped" Nigeria Football Federation "received a financial boost" from energy company Aiteo Group worth around $9.2M over the next five years. The deal will start on May 1 (BBC, 4/26).

Singapore-based sports and lifestyle marketing organization Red Card Global was "named as the strategic partner for media and sponsorship for the Philippines Football League." A Philippines Football Federation statement said, "The agency is also the exclusive commercial agent of the PFL for the next six years, tasked with growing the league's commercial potential both locally and internationally" (THE DRUM, 4/26).

Panasonic Brazil renewed its sponsorship deal with Paralympic swimming champion Daniel Dias through the Tokyo 2020 Paralympic Games. Dias has 24 Paralympic Medals. Panasonic has supported Dias since '15 (IPC). 

Chinese combat sports startup Kunlun Fight secured an official alcohol sponsorship deal with the Moutai Group. Under the deal, Moutai Group's Xijiu brand will become the official drink for Kunlun Fight events this year (ASIA SPONSORSHIP NEWS, 4/25).

La Liga side Espanyol’s shirt "will feature different branding than normal for Saturday's game against Barcelona." The Chinese characters 烈焰龙城 -- which will be featured on the front of the shirt -- form the name of a digital game commercialized by 2D MMORPG, a technology company owned by Espanyol owner Rastar Group (EL PERIÓDICO, 4/26).

Asics announced a new partnership with Warrington Borough Council to "sponsor the town’s Victoria Park stadium and facilities" until '19. Victoria Park is the home for athletics and running clubs. Asics will be branding the arena spectator area, changing room facilities and athletic track with "inspirational imagery" to give athletes a "motivational boost as they compete at the stadium" (WARINGTON GUARDIAN, 4/26).

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