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Volume 10 No. 24

Marketing and Sponsorship

FA Cup sponsor Budweiser showcased "a special two-minute FA Cup TV film made up of fan photography which was tweeted to #tothedream" over the '12-13 tournament, according to Gemma Charles of MARKETING MAGAZINE. The "use of a 120-second ad slot, normally reserved for its World Cup and Super Bowl advertising campaigns, marks a first for Budweiser." The film aired on TV "in the last commercial break on both ITV and  ESPN" before Saturday's final, which Wigan won 1-0 against Man City (MARKETING MAGAZINE, 5/10).

Bundesliga club Werder Bremen "has extended its sponsorship deal with Austrian tourism company Zillertal Tourismus GmbH for another three years" until '15-16. An important part of the deal "is the club's summer training camp in the Zillertal region." The deal also includes "ads on boards at club home games." Zillertal Tourismus has been a partner of the club since '11 (NEW BUSINESS, 5/10). ... German Hockey League (DEL) Cologne Sharks have extended their partnership with hockey equipment retailer Schanner Eishockeyartikel as its official equipment provider (Cologne Sharks).