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Volume 10 No. 24

Marketing and Sponsorship

Defending Bundesliga champion Borussia Dortmund Coach Jürgen Klopp has broadened his partnership deal with Puma. Klopp, who has been a brand ambassador for Puma footwear since '11, will extend his ambassador role to include clothing and accessories. Klopp will sport products of Puma's BVB collection on the sideline and products of the brand's current lifestyle and performance collection off the field. In addition, Klopp, who won two consecutive German Coach of the Year awards, is featured in a current Puma TV commercial called "To the next generation," which is targeted at a young, football-enthusiastic generation (Puma).

The German Handball Federation signed a new sponsorship deal with men’s personal apparel company Ceceba until '14. The deal includes arena and court advertisement as well as logo presence on ad boards and the Internet. In addition, Ceceba will hold promotional events with the German national handball team. The new sponsorship deal was brokered by sports marketing company Sportfive (DHB). ... Handball Bundesliga club SC Magdeburg extended its co-title sponsorship with energy provider Getec AG for another two years until '14. Getec, which has been a partner of Magdeburg since '11, will continue its co-title sponsorship role as well as its naming-rights role for the GETEC Arena (SC Magdeburg).

Automaker Audi has agreed to a two-year sponsorship extension with the IRC Australian Championship that runs through '14, according to Craig Heydon of SAILWORLD.com. The 2013 Audi IRC Australian Championship will take place at the Festival of Sails, held at the Royal Geelong Yacht Club Jan. 24-28. The 2014 Championship will be held in New South Wales with Yachting Australia "to work with interested yacht clubs in the coming months to determine a host club and venue." Audi is also a major co-sponsor of the Australian Sailing Team and a corporate partner of Yachting Australia (SAILWORLD.com, 8/26).

German brewery Bitburger, which extended its partnership with the German Football Federation (DFB) in April, also extended its board-advertisement deal for games of the men's and women's national teams. The deal was brokered by marketing company Infront Sports & Media. In addition, Bitburger also signed a contract with sports rights agency Kentaro to acquire the exclusive board-advertisement rights for World Cup qualifying away games of the German national team (Bitburger). ... First league Spanish basketball team CB. Valladolid has signed a sponsorship agreement with regional organization Denominación de Origen Rueda for the '12-13 season. The one-year deal is worth €400,000 ($500,500). Last year's deal was worth €550,000. This will mark the fourth consecutive season of the partnership (CB. Valladolid). ... Ernst & Young will become an official partner to the 2012 Ryder Cup team and the 2014 Ryder Cup once the European Team for the 2012 Ryder Cup is confirmed (Ernst & Young).