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SBD Global/May 19, 2017/Marketing and Sponsorship

Marketplace Roundup: SC Freiburg Renews Baden-Wurttemberg Deal

Bundesliga side SC Freiburg renewed its partnership with Baden-Wurttemberg. From next season, the insurance company "will become a premium sponsor" of the club, "expanding from its current position as a classic sponsor," a role the group has held since '04. The two-year deal is expected to be worth $400,000 a season, according to Sponsors.de (SOCCEREX, 5/18).

Colombian int'l footballer James Rodríguez is "being punted around to clubs" on the back of a marketing deal to "try to secure a big-money transfer." It is believed agent Jorge Mendes is "looking for an English club" with the agreement that if he signs, it will be partly funded by the player's personal kit sponsor, adidas, which will pay 20% of his wages through its own marketing, image rights and shirt sales (London DAILY MIRROR, 5/17).

Brasileiro side São Paulo announced an extension of its sponsorship deal with private banking company Banco Intermedium. As part of the new deal, which will run until June '20, the bank’s logo will "now be imprinted on the front of the team’s shirts as well as on the back." Additionally, MRV Egenharia, a construction company also owned by Brazilian businessman Rubens Menin, "will have its brand displayed on the shirt’s shoulder" (SOCCEREX, 5/18).

The Int'l Cricket Council announced a partnership with Aspall to become the official cider partner for the ICC Champions Trophy 2017, which will be staged in the U.K. from June 1-18. This is the first time Aspall has partnered with cricket. Aspall products will be available at the three tournament venues as well as the Fan Park in Birmingham (ICC). 

One Championship announced a partnership with GoDaddy. Both companies will work together to elevate MMA's popularity in Asia. GoDaddy branding will be featured at One: Dynasty of Heroes which will take place at the Singapore Indoor Stadium on May 26 (One Championship). 

Barcelona and Nef reached an agreement making the real estate firm a regional partner of the club until June '19, with the possibility of extending the deal through '20. The deal increases Barcelona's presence in Turkey, a strategic market for the club's expansion (Barcelona). 

ADI and Supponor, with the support of Lagardère Sports, installed a virtual hybrid perimeter digiboard system for the Bundesliga match between Eintracht Frankfurt and VfL Wolfsburg, showcasing virtual replacement technology for a range of stakeholders. The system is the product of two years of development, combining perimeter LED technology from ADI with Supponor's augmented reality solution (Supponor). 

Surrey County Cricket Club agreed to a deal for Unibet to become the club's official betting partner for the '17 season. The partnership with Surrey and The Oval is the latest in a series of sponsorships undertaken by Unibet (The Oval).
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