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Volume 6 No. 195

Marketing and Sponsorship

The Spanish Professional Football League (LFP) has agreed to a partnership deal with online gambling company bwin worth €24M ($32.5M) in the first year, according to EL PERIODICO. Bwin will replace banking group BBVA, which chose "not to renew its deal" due to the asking price. The contract is for three years with the possibility of a three-year extension. Bwin currently sponsors Real Madrid, but the contract expires at the end of the season (EL PERIODICO, 2/6). EL ECONOMISTA reported bwin "denied it will sponsor the LFP next season." Through its Twitter account the company tweeted: "bwin has not closed any deal with the Professional Football League. We do not know where these reports came from. Liga Bwin" (EL ECONOMISTA, 2/6).

The English Rugby Football League has announced that Kingstone Press Cider will become the title sponsor of the Championship and Championship One for the next two seasons. Kingstone Press Cider, the major brand of Aston Manor Cider, will also be an official partner of the England Rugby League team. The cider brand will gain exposure via in-stadia perimeter and program advertising, a TV broadcast presence on Premier Sports and on the Kingstone Press Championships website. Kingstone Press will also invest a significant amount to work with RFL and Championship clubs to promote its brand, the competitions, the sport and the England team (RFL).

German Hockey League (DEL) club Hamburg Freezers have agreed to a temporary new shirt sponsorship deal with German supermarket chain Kaufland. The company's logo will be featured on the front of the team's jerseys at three home games. In addition, Kaufland will receive ad space on two boards in camera view, on the arena's video screen as well as on sponsorship boards at the O2 World Hamburg during the three home games. The Freezers are also planning additional public relations and promotional events together with the Kaufland Group. The games are on Feb. 22 against Hannover, Feb. 24 against Dusseldorf and March 3 against Cologne (Hamburg Freezers).

Int'l sporting goods retailer INTERSPORT has become the official sports retailer for all men's and women's FIBA competitions from '13-15. In '13 and '15, that includes the Africa Championships, Americas Championships, Asia Championships, Oceania Championships and the EuroBaskets. In '14, the deal includes the Basketball World Cup in Spain and World Championship for Women in Turkey. INTERSPORT will have product licensing rights and will operate official shops for the sale of event merchandise in arenas (FIBA).

Infront Sports & Media has been appointed as official sales agent of the Consortium Stade de France, handling the marketing of hospitality packages for all events taking place at the Stade de France until June. The mandate will be carried out by Infront’s French subsidiary -- Infront France SAS. As part of the agreement, Infront will offer business seats and VIP-boxes for all events held in the Stade de France, including (Infront):

  • Games of the RBS Six Nations in rugby (France-Wales on Saturday and France-Scotland on March 16)
  • Qualifying matches for the 2014 FIFA World Cup (France-Georgia on March 22 and France-Spain on March 26)
  • The final of the French League Cup (April 20)
  • The final of the French Cup (May 31)
  • The final of the Top 14 in rugby (June 1)

The Australian Grand Prix has named Rolex its title sponsor for the 2013 Formula 1 Australian Grand Prix (Australian Grand Prix). ... The Australian Baseball Federation named ANZ bank as the official sponsor of Team Australia for the 2013 World Baseball Classic exhibition matches with the Japanese national team. The games will be played in Osaka on Feb. 23-24 (ABF). ... Brasileiro club Goiás has renewed its title sponsorship with Hospital Anis Rassi. The contract runs through December (MAQUINA DO ESPORTE, 2/5). ... The Marussia F1 team has named business software firm Sage its official partner (Marussia). ... Neptune Investment Management has been named the new sponsor of two races at England's Ascot racecourse this year. They are the Neptune Investment Management Novices' Hurdle on Feb. 16 and a £50,000 ($78,000) event for 3-year-olds on July 13 (Neptune Investment). ... Indian discus thrower Krishna Poonia “will be sponsored by Vedanta’s Group Company Hindustan Zinc for two years” (PTI, 2/5).