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SBD Global/October 13, 2017/Marketing and Sponsorship

Marketplace Roundup: Cricket Australia Announces Qantas As Shirt Sponsor

Cricket Australia announced airline Qantas will be the shirt partner of the Australian men's cricket team for the '17-18 season. The deal marks the first time a commercial partner will have branding rights across the shirts of all three formats of men's int'l cricket in Australia. The creation of a shirt partner category forms a major part of the changes made to CA's commercial partnership model (CA). 

Emirates said that it "remains committed" to Team New Zealand. Airline President Tim Clark said the it was a "no brainer" to continue its sponsorship of the America's Cup holders. While the commercial deal "had not been ironed out, the event was attracting a growing audience and that worked well for Emirates." Clark: "The notion that the team should continue to be sponsored by Emirates is a classic no brainer -- we will continue to do that" (NEW ZEALAND HERALD, 10/11).

Bayern Munich announced Coca-Cola will continue as an official club partner for three more years. The agreement incorporates a premium advertising presence and promotional events at the Allianz Arena (Bayern Munich). 

The Portuguese Football Federation (FPF) and Nike announced an extension of their long-term partnership through '24. The partnership, in its 20th year, will see Nike continue to design and supply apparel to the FPF's 25 football, futsal and beach football teams, as well as support the women's game (Nike). 

Serie A side Udinese extended and expanded its commercial agreement with Acqua Dolomia for three years. The water brand will become the official water partner of the club through the '19-20 season, in a deal which will see the company’s logo featured on pitchside LED bands during home matches, on backdrop advertising boards in official press conferences and across the team’s digital channels (SOCCEREX, 10/12).

Pro14 side Dragons announced GOS Engineering as a partner. The deal will see the company's logo featured on the Dragons' home and away shorts for the next two seasons. The team also announced Industrial Automation & Control Ltd. expanded its sponsorship with the club. The company will be featured on the right shoulder of the Dragons' home and away shirts (Dragons). 

Liverpool sponsor Standard Chartered launched a unique audio recording of a matchday at Anfield to promote World Sight Day. The campaign was created by Octagon to to raise awareness for Seeing is Believing, the bank's global community initiative tackling avoidable blindness. It was "recorded using special microphones shaped like human ears" (THE DRUM, 10/12).
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