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Volume 10 No. 25

Marketing and Sponsorship

Bundesliga club Bayer Leverkusen, which is still searching for a new long-term shirt sponsor, will open the new Bundesliga season against SC Freiburg on Saturday with the logo of the DKMS (German Bone Marrow Donor Registry) on the first team shirts. The first two matchdays of the new campaign will see Bayer Leverkusen provide a platform for the DKMS campaign on the search for and identification of stem cell donors for people with leukemia and other diseases affecting the formation of blood. In addition to shirt sponsorship, DKMS will also be visible on camera carpets, videos, TV ads on the video walls at the BayArena, in club publications, on the Internet and social media platforms (Bayer Leverkusen).

Handball Bundesliga club HSG Wetzlar has signed a long-term partnership with printing company Druckerei E. Sauerland. The company will become the exclusive printing partner and co-sponsor of the club for the next five years. Druckerei E. Sauerland's logo will be featured on the first team jerseys (HSG Wetzlar). ... The Indian Badminton League has announced Vodafone as its title sponsor. The inaugural edition of the IBL, for which the players' auction was held last month, "will be played across six different venues" from Wednesday until Aug. 31 (PTI, 8/8). ... Bulgaria's top league clubs "have joined together to protest to the government about a sponsorship agreement about to be signed between rival club Levski Sofia and Russian energy giant Gazprom." It is a remarkable move by the clubs which all sell their own sponsorships, but feel that they "have been excluded from sponsorship money they should be sharing" (INSIDE WORLD FOOTBALL, 8/8). ... The Dominican Republic Ministry of Tourism announced a new sponsorship with the MLB N.Y. Yankees, signing on as the official travel destination for the club for '13. The deal includes in-stadium signage, a print advertisement in Yankees Magazine and Yankees Magazine en Español and hospitality (Dominican Ministry of Tourism).