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Volume 6 No. 213

Marketing and Sponsorship

The FA has extended its partnership with Big Cola, the brand of the multinational beverage company AJE, for a further two years, to include The FA’s 150th anniversary year and remainder of the 2014 World Cup qualifying campaign. In addition to being an official partner to the England national team in Thailand, Vietnam, Indonesia, India, Laos and Cambodia, Big Cola will now extend this to include Malaysia and Myanmar. While the Big Cola England national team promotion will start toward the end of '13, Big Cola is currently focusing on social media promotions and working closely with The FA to increase fan engagement across digital and mobile channels in each market (FA).

Dorna Sports and the Hertz Corp. have announced that Hertz has renewed its sponsor of the 2013 British MotoGP, which will be held at Silverstone from Aug. 30-Sept.1. As title sponsor of the British MotoGP, Hertz will receive media exposure through a range of branding opportunities at the circuit, including at the trackside, bridge, starting point, winners’ podium backdrops and clothing of the Paddock Girls, as well as the added visibility in one turn in the new-to-MotoGP circuit in Austin. Hertz first took on title sponsorship of the event in '12. The '13 deal includes an option for an extension into '14 (MotoGP).