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Volume 6 No. 212

Marketing and Sponsorship

Samsung has selected Usain Bolt as global endorser for the company's newest product, a mirrorless camera called the Smart Camera NX300. Samsung will also be working with the Usain Bolt Foundation to host the NX Junior Photographers project in Bolt's native country, Jamaica. The project will provide photography equipment and lessons to aspiring young photographers (Samsung). The full ad launch will be revealed April 15 in the U.K. (THE DRUM, 3/27).

Sports manufacturer Puma has "reportedly terminated" its contract as the official suppliers of sports kits to Uganda, according to Katende & Bakama of NEW VISION. Most of the kits offered to the country ahead of major events "have not been used for their intended purpose." Officials "usually take the bulk" of the kits for personal use. Ugandan runners were "awakened to the harsh reality" at the World Cross Country Championship in Poland, which recently concluded. Team Uganda had to "use the last batch" of the Puma kit that was saved from the 2012 London Olympics. When asked why Team Uganda had used Olympic kits, federation Secretary General Beatrice Ayikoru said, “It is going to hit us hard. These kits cost a fortune. Puma have also been helping us financially." It was "not yet clear" whether athletes like Moses Kipsiro and Benjamin Kiplagat, who have individual contracts with Puma will be affected (NEW VISION, 3/27).

Herbalife has extended its deal as the official nutrition partner of Russian Premier League club Spartak Moscow for the '13-14 season. Herbalife will continue to provide the club with all its sports nutrition products. The company's logo will be featured on the players' shirts during Russian league matches, at the team's home stadium, and on all other media. Spartak Moscow also sponsors Lionel Messi, FC Barcelona, Major League Soccer L.A. Galaxy, Ukraine's Shakhtar Donetsk and EPL's Reading FC (Herbalife).

DFL Sports Enterprises, which is responsible for all domestic and int'l sales of commercial rights of the Bundesliga, has extended its partnership with sports marketing company SPORTFIVE for an additional four years. SPORTFIVE will be in charge of defined advertising performances surrounding the league's SuperCup as well as the four relegation games between Bundesliga vs. 2nd Bundesliga and 2nd Bundesliga vs. 3rd League. The marketing cooperation with the Hamburg-based agency includes ads inside the stadiums in camera view, extensive promotion, logo and title rights as well as LED-boards and their technical support (SPORTFIVE).

The Basketball Bundesliga (BBL) has agreed to a new long-term partnership with digital solutions company apareo. The BBL will launch a new online presence starting with the '13-14 season. Apareo will be in charge of the design of the league's new website as well as function as its application service provider. UFA Sports, a partner of apareo, will be in charge of the website's marketing (BBL). ... Handball Bundesliga (HBL) side THW Kiel has extended its partnership with adidas until '17. Adidas has been a partner of Germany's most-successful handball club since the beginning of the '70s (adidas). ... Argentina Primera Division club Lanus President Alejandro Maron confirmed the club had agreed to a kit deal with KDY Deportes. The three-year deal will go into efffect in June (MAQUINA DO ESPORTE, 3/26). ... French rugby union club Lyon Universitaire has agreed to a three-year kit deal with Macron (RUGBY RAMA, 3/26). ... National Rugby League side Canberra Raiders signed a new partnership with sports nutrition provider Vitalstrength (Canberra Raiders). ... Ethiad Airways has agreed to become the official airline partner of UAE football team Al Ain. Details of the deal will follow. The airline has a number of sports under its sponsorship list, including EPL champions Manchester City, Harelquins and the Gaelic Athletic Association (Ethiad Airways).