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Volume 6 No. 212

Marketing and Sponsorship

U.S. athletic brand New Balance has been named as the new sponsor for Athletics Ireland in a multi-year deal. New Balance will supply the Irish track and field team with a full selection of team wear, including performance apparel for use in competition in all Irish events, World Championships and European Championships. New Balance will also supply training and warm up items and leisurewear for medal ceremonies, traveling and public appearances. The inaugural collection is patriotic green and white with a gold trim. Ireland was also New Balance's first foray into the European market in '78 when the brand manufactured in Tralee (New Balance).

KFC has extended its contract with A-League Melbourne Victory as the official sleeve partner. The deal will last another two seasons until the end of the '14-15 campaign (Melbourne Victory). ... Chemical Company of Malaysia signed on as the title sponsor of the Professional Golf of Malaysia CCM Rahman Putra Masters 2013 "with an investment" of RM 200,000 ($65,000). The deal marks the third consecutive year that CCM has sponsored the tournament (NEW STRAITS TIMES, 1/28). ... The European Volleyball Federation (CEV) has signed a new sponsorship agreement with Danish windows and skylights company Velux Group for the 2013 Men's European Championship. Sports marketing company Infront Sports & Media expects to achieve broadcast coverage in approximately 100 countries. The sponsorship will run from now until the European Championship comes to an end on Sept. 29 (Infront). ... Betting provider Betfair has agreed to a new partnership with Australian Super League rugby side New South Wales Waratahs for '13. The agreement will see Betfair represented throughout the stadium and on sideline LED boards at Waratahs' home games. It will also provide integration of Betfair messaging via the website (NSW Waratahs). ... State-owned Dubai Aluminium has renewed "its long-term partnership with Meydan Racecourse" by sponsoring the featured Group 2 Al Rashidiya race over 1,800m on turf (GULF NEWS, 1/30).

ON THE F1 TRACK: Germany-based inspection company DEKRA "has agreed to an official partnership with the Sauber F1 team, and therefore will continue its long-standing relationship with new Sauber driver Nico Hülkenberg." The partnership between DEKRA and Hülkenberg "dates back to the beginning of the German's racing career." The DEKRA logo "will be featured on the side of Hülkenberg's cap" (MOTORSPORT TOTAL, 1/30). ... F1 team Scuderia Toro Rosso has renewed its agreement with Italian motor-racing equipment company OMP Racing for another year. OMP will continue to supply safety equipment and technical clothing for its drivers, Daniel Ricciardo and Jean-Eric Vergne, and the rest of the team (Toro Rosso).