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SBD Global/August 22, 2017/Marketing and Sponsorship

Marketplace Roundup: Man City, Mundipharma Agree To Global Partnership

Man City
and pharmaceutical company Mundipharma agreed to a new global partnership. The Man City medical team's uniform and kit will feature antiseptic Betadine logos and the club will be equipped with Betadine treatments for players. The brand will also receive enhanced exposure on digital display formats at home games. Earlier this year, Mundipharma announced a partnership with J.League club Yokohama F. Marinos, which is also part of City Football Group (Man City).

La Liga side Sevilla agreed on a shirt sponsorship deal with social game company Playtika that will see the World Series of Poker's free-to-play poker room PlayWSOP.com branded on the first team's shirts. The one-year rolling deal, said to be "worth multi-millions," sees Playtika become the club's official shirt sponsor as well as have the "opportunity to advertise around the stadium" and during video segments with the players (CALVIN AYRE, 8/21).

Bundesliga side Werder Bremen extended its partnership with poultry brand Wiesenhof until June '20. The extension makes the company Werder's longest-ever sponsor, having been displayed on the club's shirts since '12 (Werder Bremen).

Rugby Football League and gambling company Ladbrokes extended their sponsorship agreement for the Ladbrokes Challenge Cup for "at least one more season." Last year, a crowd of more than 76,000 people watched Hull FC "pick up the Ladbrokes Challenge Cup" (GAMBLING INSIDER, 8/21).

Cricket Australia confirmed insurance company Jardine Lloyd Thompson Australia will continue as its official risk partner for the next four years. The partnership provides JLT Australia with naming rights for the Sheffield Shield from the '17-18 season as well as brand exposure at men's domestic and int'l cricket matches. JLT will also assume naming rights sponsorship of the One-Day Cup for the upcoming season (CA).

Premier League side Southampton striker Nathan Redmond has become an ambassador for Right To Play, an int'l children's charity that "uses sport and play to improve the lives of vulnerable children in some of the world's poorest communities." Redmond, who made his senior England debut against Germany in March, is now "lending his voice to raise awareness for the movement" (SPORT INDUSTRY, 8/21).

Sportswear retailer The North Face announced a global brand campaign that asks people to rethink the way we look at walls. Walls are places where people in the climbing community come together to test themselves, build trust and strengthen communities. The North Face will be making a $1M donation to The Trust for Public Land to support public climbing walls in more communities (The North Face).

Bundesliga side VfL Wolfsburg extended its partnership with logistics company UPS for another year. UPS will remain as the club's logistics partner and will be Wolfsburg's first sleeve sponsor during the '17-18 season. The company will "continue to have a strong brand presence" at the Volkswagen Arena. Financial terms of the renewal were not released (SOCCEREX, 8/21).

Ligue 1 side Nantes announced U.S. fast-food restaurant KFC as an official partner. Nantes supporters will be able to purchase KFC food for a reduced price at three Nantes-area locations when they show a Nantes ticket, printed online ticket or a membership (Nantes).

ManBetX agreed to become an int'l presenting partner of the Serie A in Asia. Terms of the deal were undisclosed, but it was confirmed that ManBetX branding "will feature in match graphics, idents and virtual goal-mat advertising during all live Serie A games broadcast across Asia." The global gaming company will also have the use of on- and off-line assets with Serie A and activation programs across a number of Asian countries (IGAMING BUSINESS, 8/21).
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