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Volume 6 No. 212

Marketing and Sponsorship

German Basketball Bundesliga (BBL) club Alba Berlin signed a new shirt sponsorship deal with can manufacturer TinTag beginning with the '12-13 season. The two-year deal includes an extensive ad and sponsorship package with the club, as well as the company's logo on the players' chests. In addition, TinTag will launch the official Alba Berlin energy drink. TinTag is the third main sponsor of the eight-time German champion. The other two are title sponsor Alba Group and adidas (Alba Berlin).

COLD AS ICE: German Hockey League (DEL) club Hamburg Freezers extended its premium partnership with the Volksbank Hamburg for another year. The bank, which has been a partner of the team since '08, will continue to be featured on the players' shoulders. In addition, the Volksbank will get various hospitality packages, as well as ad space in club publications and on boards inside the O2 World (Hamburg Freezers). ...  DEL club Augsburg Panther extended its partnership with utility provider Stadtwerke Augsburg for another two years. As part of the deal Panther fans will be able to use public transportation free of charge on game days two hours before and after the game (Augsburg Panther). ... DEL club EHC Red Bull Munich agreed to partner with traditional fashion retailer Daller Tracht. The traditional Bavarian retailer will become the official Oktoberfest partner of the team and provide them with Lederhosen and traditional shirts for their Oktoberfest visit (EHC Red Bull Munich).

German Handball Bundesliga club TV Neuhausen partnered with sportswear company Erima to become to club's official kit provider beginning with the '12-13 season. It is Erima's second partnership with a German handball team. Erima has been the official outfitter of TBV Lemgo since '08 (Erima). ... Second Bundesliga club SV Sandhausen agreed to a new premium sponsorship deal with insurance company BGV/Badische Versicherungen. The deal includes ad spaces inside the stadium magazine and on rotating boards inside the stadium, as well as a hospitality package (SV Sandhausen).

Nike is "significantly stepping up its association with the Olympic movement" by taking over from Mizuno as official clothing supplier of the IOC, according to David Owen of In its new role, Nike garments will be supplied until the end of '16 – a period including both the 2014 Winter Olympic and Paralympic Games in Sochi and the 2016 Summer Games in Rio de Janeiro. Japan's Mizuno had been clothing the IOC since '95. The move is "likely to be interpreted as a further sign of improving relations" between the U.S. and the IOC after the tensions of recent years. Nike is already both a sponsor and official outfitter of the USOC. The Oregon-based company also provided competition and ceremony uniforms for the four London Games competitors from Netherlands Antilles and South Sudan who competed as independent Olympic athletes (, 9/12). IOC Marketing Commission Chair Gerhard Heiberg confirmed the deal to Around the Rings. A public announcement "could come within a few days." Sources familiar with the agreement said that only product is involved, not cash (, 9/13).

Australian Football League club Hawthorn has agreed to a five-year deal with adidas, ending the team's partnership with Puma. Beginning in November, adidas will supply the Hawks with home, away and clash jerseys, and 1,500 pieces of training kit including singlets, tees, shorts, boots and warm-ups for players and staff. The deal comes the week after adidas struck a four-year sponsorship with the Hawks' Melbourne rivals Collingwood and Essendon (Hawthorn).

The Australian Rugby Union has extended its deal with automaker Lexus through '14. The partnership will see Lexus sponsor ground signage and sponsorship of Gold Coast Sevens -- Fever Pitch tournament as well as the Qantas Wallabies. Lexus will also support the Lexus Ball Kid Program. The announcement coincides with the appointment of injured Qantas Wallabies captain James Horwill as a Lexus ambassador (ARU).

Brasileiro club São Paulo’s partnership with Reebok will see the sportswear provider launch a new uniform line to commemorate the Uruguayans that have played for the club. The uniforms, set to be made available to the general public on Saturday before the club’s match against Portuguesa at the Morumbi stadium, will have the colors and flag of Uruguay. The jerseys will also carry the names of Pedro Rocha, Pablo Forlan, Dario Pereyra and Diego Lugano, all Uruguayans who played for the club (MKTESPORTIVA, 9/13). ... Beer producer Singha Corp. "will continue its support for disabled athletes" through at least the 2016 Paralympic Games. The company held a reception for Thailand's '12 Paralympic delegation Wednesday night and gave the team 7M baht ($227,000) "in reward for their efforts" (BANGKOK POST, 9/13).