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Volume 6 No. 213

Marketing and Sponsorship

Second Bundesliga club Hertha BSC "has signed a new exclusive partnership with German brewery Warsteiner," according to DER WESTEN. The new partnership goes into effect at the start of the '13-14 season. In addition, Warsteiner "also extended its cooperation with the Berlin Olympic Stadium." Warsteiner "has been the Olympic Stadium's beverage partner since '04." The new exclusive partnership "will provide Warsteiner with extensive advertising and distribution rights at Hertha home games." The brewery was a sponsor of the club from '03-07 (DER WESTEN, 4/19).

The professional association of sponsorships (FASPO), the umbrella organization of sponsorship business in the German-speaking region, "has awarded, for the 20th time, the International Sponsoring Awards," according to Ingo Rentz of HORIZONT. In the category public sponsoring, Germany-based industrial supply company Würth "received an award for its sponsorship of Special Olympics Switerland." In the sports sponsorship category, the judges awarded two trophies. The first award was given to Mercedes-Benz for its Euro 2012 campaign "Der Pulsschalg einer neuen Generation" ("The pulse of a new generation"), which the car manufacuter created with agency Ledavi. The second award was also given to a car manufacturer as Audi and agency Brands and Emotions won for their sponsorship activation at Bayern Munich Basketball. In addition, the judges honored Volkswagen's project 1534 official partners of the the DFB-Pokal (German Cup) with an award. The FASPO also inducted German Football Federation President Wolfgang Niersbach into its Sponsoring Hall of Fame (HORIZONT, 4/19).

National Rugby League Cronulla Sharks will announce a stadium naming-rights partner in coming weeks, while apparel sponsor Blades extended its deal until the end of '14. The club "has been without a stadium sponsor since parting with Toyota at the end of last season." Club officials said in February they had a "major company" lined up to take over the sponsorship at the start of the season. However, they pulled out when the Australian Sports Anti-Doping Authority drugs scandal broke. Sharks Commercial Dir Pat Woods said, "We are down to the pointy end of discussions in regards to several key sponsorship assets and hope to have these locked away prior to our next home game" (Sydney DAILY TELEGRAPH, 4/19). ... Land Rover North America announced it will become the official team sponsor of the 2013 Sentebale Royal Salute Polo Club to be held in the U.S. on May 15. The annual polo fundaiser, which raises awareness and support for the improved healthcare and education of children in Lesotho, Africa, will host Prince Harry and Argentine polo player Nacho Figueras (Land Rover). ... Outdoor equipment suppplier Jack Wolfskin has reached a sponsorship agreement with Premier League clubs FC Fulham, West Bromwich, West Ham, Swansea City, Norwich City and Aston Villa (Jack Wolfskin). ... Chinese auto company Lifan Motors has awarded a Lifan model 620 automobile to Ethiopian national football team coach Sewunet Bishaw (XINHUA, 4/19). ... Pirelli is planning to sell off a '11 HRT F1 car "in a charity auction on eBay" because nobody in the Italian tire company wants to use it for promotional purposes (REUTERS, 4/20).