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Volume 6 No. 211

Marketing and Sponsorship

Continental Tires will become one of the exclusive partners of the FA’s new commercial program for women’s football from '14-18. The extended partnership will include the Women's Super League, the England women’s team, the FA Women’s Cup and the FA WSL Continental Cup. In addition, Continental will continue to support the FA Girls’ Football Festivals, a national program to increase participation at grassroots level, as well as being one of the official supporting partners of St. George’s Park, the new national football center. Specific rights will include the continued title sponsorship of the FA WSL Continental Cup, exclusive official tire partner of the FA WSL, branding opportunities at high profile televised fixtures, access to elite players, as well as exclusive activity at grassroots level in communities via the FA Girls’ Football Festivals (FA).

Information, communications and technology brand Brother UK has agreed to a deal to become Fulham FC’s official technology partner for the '13-14 Premier League season. The partnership sees the U.K. subsidiary of the worldwide company join on a year-long contract, with a view to a possible three-year deal. As the club’s official technology partner, Brother UK has secured a variety of marketing and advertising rights around Fulham FC. In addition, Brother UK will dedicate a wealth of resources to the club’s charity arm, the Fulham FC Foundation, including its Schools Enterprise Programmes (Fulham FC). In Manchester, Shelina Begum reported the firm "will also provide the club with technology and communications products and services across the club’s Craven Cottage stadium and Motspur Park training ground" (MANCHESTER EVENING NEWS, 8/1).

Adidas has kicked off the launch of its next generation of Lionel Messi cleats with "The New Speed of Light" video featuring the four-time FIFA World Player of the Year sporting his adizero F50s. The ad was shot at 1,000 frames per second to give it a distinctive visual display (adidas). The ad is part of the launch of the second phase of adidas' Messi product line, according to adidas Senior VP of Global Football Markus Baumannn (SBD Global).

Liverpool's kit supplier Warrior Sports "has fallen foul of the club's new guidelines on unacceptable language by telling customers to 'man up' on its website." "Man up" is one of several phrases the Anfield club "deems unacceptable on a list issued to members of staff" as part of a wider education program aimed at combating discrimination (London GUARDIAN, 8/1). ... Independent men’s singles shuttler Mohd Arif Abdul Latif has "signed a sponsorship deal with badminton equipment company Fleet" (THE STAR, 8/1). ... Supporters Direct "has extended its partnership deal" with League Two side Exeter City FC for the '13-14 season (FC BUSINESS, 7/31). ... The English Table Tennis Association has announced a new four-year deal with equipment manufactures Butterfly to provide clothing to England teams at senior, junior and cadet level. The deal is worth more than £100,000 ($152,000) over the next four years and covers most major events, including World and European Championships and Home Internationals (ETTA). ... League Championship Sheffield Wednesday has announced global software development company WANdisco as the club's new home shirt sponsors. WANdisco's logo "will replace that of previous home shirt sponsor Gilder Honda" for the '13-14 season (EUROSPORT, 8/1).