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Volume 6 No. 212

Marketing and Sponsorship

League One football club Leyton Orient has announced that ice cream retailer Baskin-Robbins will again be sponsoring the club for the '13-14 season and "has increased its financial support to become one of the main club partners," according to Simon Mail of the GUARDIAN SERIES. The deal will see it renewing its naming rights of the North Stand at the Matchroom Stadium, "which will see it continue to be called the Baskin-Robbins Family Stand." Baskin-Robbins "will continue to support activity in the area where family friendly ticket pricing and a matchday experience to match are on offer at every league game, something that contributed to the club being awarded the Football League 2013 Family Excellence Award." Baskin-Robbins will also be the official website sponsor while the two organizations will be working on further activity for the benefit of Orient supporters throughout the course of the season (GUARDIAN SERIES, 7/24).

Lega Serie B has agreed to a five-year deal with event management and media company RCS Sport "in a bid to introduce new marketing initiatives to the second tier of Italian football," according to SOCCEREX. RSC Sport "will serve as Lega Serie B's exclusive marketing partner for the four seasons" spanning '13-14 to '16-17. The two parties will form a new marketing group entitled the "Breakfast Club," which will involve the centralization of some of Serie B's key commercial rights. Lega Serie B President Andrea Abodi said that "initial plans under the partnership include the offer of a sponsorship contract providing branding space across the back of all 22 Serie B clubs' shirts" -- an opportunity that he said is unique amongst major European leagues. Lega Serie B will also attempt to sell centralized sponsorship deals for Serie B teams' shorts, while the Gazzetta dello Sport newspaper -- part of the RCS group -- "will serve as the project's media partner" (SOCCEREX, 7/24).

Italian swimwear brand Arena has agreed to a sponsorship deal with Australian swimmer James Magnussen (Arena). ... Spanish basketball club Joventut Badalona President Jordi Villacampa and insurance company FIATC President Joan Castells on Tuesday signed a contract renewal through the '15-16 season (EFE, 7/23). ... Global Bank of Commerce and its affiliate, Global Processing Centre, have signed on as founding sponsor of Caribbrean Premier League side Antigua Hawksbills. Global Bank of Commerce said that its partnership with the CPL "will be its most significant sports sponsorship after funding local sporting events and individuals over the years" (IANS, 7/23). ... Lotto New Zealand, formerly trading as New Zealand Lotteries Commission, agreed to a deal with the Audi quattro Winter Games NZ held next month. As part of its sponsorship, Lotto New Zealand will create a games-centric village next to Lakes Wakatipu and Wanaka (Lotto New Zealand).

FOOTBALL SPONSORSHIPS: Regional airline AirAsia "has been unveiled as the official airline of the FA of Singapore" in a three-year sponsorship deal worth an estimated $600,000 annually. The deal includes "travel sponsorship, marketing, youth development and discounted travel for Singapore fans." Under the deal, AirAsia "will sponsor flights for FAS squads when they train and compete overseas" (STRAITS TIMES, 7/24). ... An official sponsorship package for the Polish Football League will be made available through Infront Sports & Media exclusively in Germany and Austria. The deal includes a brand presence at all 296 league games, logo branding on the right sleeve of all 16 teams and brand integration into TV graphics. Additional advertising as well as title rights, merchandising rights and a hospitality contingent are included in the package (Infront Sports & Media). ... EPL Arsenal has agreed to a deal with Sterling Bank to issue co-branded debit cards in Nigeria. The three-year deal is the first financial agreement of its kind for Arsenal in Nigeria (Arsenal). ... Argentine first division side Boca Juniors and Nike have revealed the side's home and away kits for the upcoming season. The home version features the club's traditional blue and gold, with yellow sleeve cuffs and neck collars. Boca Juniors will wear pink uniforms for away matches (Nike).