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Volume 6 No. 213

Marketing and Sponsorship

Puma has "launched a virtual football community that allows fans to engage with football stars including Thierry Henry, Cesc Fàbregas and Sergio Agüero," according to Matthew Chapman of MARKETING MAGAZINE. The Puma Football Club platform "will include star challenges offering fans a chance to win prizes including signed boots and product discounts." Former Arsenal player Henry will host a star challenge that invites people to propose "creative suggestions" for players to carry out on and off the pitch, with the most innovative ideas winning prizes. Additional engagement "will be driven via Puma brand ambassadors," including Marco Reus and Gianluigi Buffon, re-tweeting fans (MARKETING MAGAZINE, 8/12).

London Irish Rugby Club and Pump Technology have renewed their sponsorship, which will see the Aldermaston-based business and Aviva Premiership club working together until the end of the '17-18 season. The deal between the two organizations is the longest of any sponsorship deal by a club in the Aviva Premiership. The five-year sponsorship deal kicks off at the start of the '13-14 season. The Pump Technology logo moves from the London Irish playing shorts and will now appear on the back of the first team playing jersey for all Aviva Premiership, LV=Cup and Amlin Challenge Cup matches. The deal also sees the inauguration of "Poo Corner" in the North-West segment of Madejski Stadium where, in addition to a branding presence, Pump will focus its community initiatives (London Irish).

A-League Sydney FC’s corporate partnership program "continues to grow with Metcash Food & Grocery (IGA) and StarTrack adding their names to the Sydney FC sponsor portfolio" ahead of the '13-14 season, according to FOUR FOUR TWO. IGA and StarTrack join St. George Bank as tier-two sponsors of Sydney FC, "affording both companies matchday brand exposure as well as hospitality, ticketing and marketing benefits." The announcement comes a week after Sydney FC’s two major sponsors Webjet and Destination NSW committed to the '13-14 season and three weeks after St. George Bank became the official Sydney FC community partner as the Sky Blues push toward a sponsor revenue target of A$2M ($1.8M) (FOUR FOUR TWO, 8/13).

Australian Football League Sydney Swans announced a partnership with Supacore as the club's official compression partner. The three-year deal with the Swans will see Supacore supply players with garments to wear during matches, training, recovery and rehabilitation (Sydney Swans). ... Basketball Bundesliga (BBL) club s.Oliver Baskets Würzburg has extended its partnership with kit supplier Spalding and its German distribution partner uhlsport GmbH for another two years until '15. Since the club's return to the top flight in '11, uhlsport has provided players and coaching staff with Spalding sportswear (s.Oliver Baskets). ... The German Hockey Federation (DHB) has signed a new shirt sponsorship deal with electronics company Kyocera for the men's and women's 2013 European field hockey championships in Boom, Belgium from Saturday until Aug. 25 (DHB). ... The WTA announced a multi-year sponsorship with software maker SAP. SAP will provide data analysis for the WTA's players and will sponsor the WTA Championships (WTA). ... League Two side Bury FC has named Pukka Pies as its pie supplier at Bury's Gigg Lane ground (Bury). ... League One club Oldham Athletic has signed a sponsorship deal with Oldham Vending as the club's official water providers. The deal will see Oldham Vending supply bottled water for the first team throughout the course of the season for training and matchdays. Oldham Vending has also taken two perimeter boards at Boundary Park as part of the partnership (Oldham Athletic).