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Volume 6 No. 216

Marketing and Sponsorship

Chinese lighting company NVC Lighting and the Int'l Swimming Federation (FINA) "signed an agreement" for NVC to sponsor the Diving World Series for four years from '14-17, according to XINHUA. The signing ceremony "took place in the context of the 2013 World Swimming Championships," which are currently being held in Barcelona. FINA President Julio Maglione said that he was "very satisfied at the agreement." Maglione: "The FINA Diving World Series is one of our main events and China is one of the top nations in this discipline. The future is bright with NVC and it is a big honor for us." (XINHUA, 7/27). REUTERS' Iain Rogers reported the world series "consisted this year of six meetings in Beijing, Dubai, Edinburgh, Moscow and Guadalajara, Mexico (twice)." The amount of prize money available for the series "was a good indication of the value of the deal with NVC." Each of the six meetings that took place this year was worth overall prize money of $192,000 (REUTERS, 7/27).

EPL Tottenham Hotspur "has agreed a two-year commercial partnership" with the U.K. arm of Chinese men’s clothing retailer Bosideng. Bosideng London will serve as the club's official formal menswear partner for the '13-14 and '14-15 seasons (SOCCEREX, 7/26). ... Bwin has become the online gaming and betting partner of Belgium Pro League side RSC Anderlecht (INSIDE WORLD FOOTBALL, 7/26). ... League Championship Leeds United hospitality and catering partner Levy Restaurants has agreed to a pouring-rights deal with Heineken for their leading brands to be served at Elland Road this season (Leeds United). ... GAIN Capital Holdings announced a new sponsorship to become Man City's online trading partner (GAIN Capital). ... Blu Hotels has become the official partner of Serie A AC Milan for the '13-14 season. The partnership, signed in collaboration with Infront Italy, will be formed through corporate communication and visibility of Blu Hotels at the San Siro stadium during AC Milan's home games and at the team's training center (AC Milan). ... Second Bundesliga club FC Cologne has extended its sponsorship deal with online custom furniture retailer for another two years (FC Cologne). ... Barcelona signed a three-year sponsorship deal with South African brewery Castle, making Castle the official beer for any of Barcelona's activity within Africa. In most African regions, the agreement will be exclusive to Castle Lager, except for certain countries, where Castle Milk Stout will be the club's official African stout. The partnership is Barcelona's first with an African-based company (Barcelona).