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Volume 10 No. 25

Marketing and Sponsorship

Retired seven-time F1 world champion Michael Schumacher and German financial advisors Deutsche Vermögensberatung (DVAG) "have extended their sponsorship deal for another seven years until 2020," according to BILD. DVAG, which "has been a sponsor of Schumacher since '96," will reportedly pay €21M ($28M), or €3M ($4M) per year, for the extension. DVAG Founder & Chair Prof. Dr. Reinhard Pohl said, "With Michael Schumacher, we have a partner on our side who is connected to our company like nobody else. Out of this beneficial cooperation has developed a special personal relationship, which is based on mutual trust, reliability and stability" (BILD, 8/29).

Subway has been named the official quick service restaurant of the Asian Tour. The collaboration with the Tour, which is currently celebrating its 10th anniversary, will promote the Subway brand across the Tour's global platforms that include TV exposure reaching 180 nations and 650 million homes, as well as the Tour's official website. The new relationship will also provide Subway with the opportunity to increase its brand visibility under the tagline "Where Winners Eat" through on-site ad and activation at Asian Tour events, including the Venetian Macau Open, Indonesia Open and the Tour's season-ending event in Malaysia (Asian Tour).

Bundesliga club Bayer Leverkusen presented its new main and shirt sponsor, LG Electronics, on Thursday. The South Korea-based company has signed a three-year deal with the club until June 30, 2016. The LG logo will be featured on the team's jerseys for the first time during Saturday's away game against Schalke (Bayer Leverkusen). ... Manchester, England-based investment platform AJ Bell will become the title sponsor of the men's 2013 AJ Bell World Squash Championship (AJ Bell World Squash Championship). ... Rugby League side Castleford Tigers "have announced a new name for their stadium -- the Mend-A-Hose Jungle." The club's current shirt sponsors, Mend-A-Hose Hydraulics, "have bought the naming rights to the stadium for the 2014 Super League season." The ground, which is currently called the Wish Communications Stadium, "was formerly known as The Jungle after a successful commercial partnership with a sponsoring website" (London DAILY MAIL, 8/29). ... Electronics company Skullcandy announced that Brazil national team captain Thiago Silva has partnered with the company to become its first football brand ambassador. He joins a lineup that already includes NBA players Kevin Durant, James Harden, Kyrie Irving, Derrick Rose, Andre Iguodala and NFL player Stevie Johnson (Skullcandy). ... Epson has agreed a three-year sponsorship worth S$1M ($780,000) with the FA of Singapore. The printer and projector manufacturer will support "the match-day experience of fans, the development of strategy for coaches and youth development" (INSIDE WORLD FOOTBALL, 8/29). ... Coca-Cola, through its franchise in Cambodia, "has stepped in to co-sponsor the country’s Davis Cup team heading to Dubai next week for the 2013 Asia-Oceania Group III cycle." It is a one-time partnership (PHNOM PENH POST, 8/29). ... U.K. bottled water brand Highland Spring signed an agreement with Ryder Cup Europe to be the official water supplier to the 2014 Ryder Cup at Gleneagles. Highland Spring water is bottled from a protected underground source in Ochil Hills, Perthshire, just five miles from the Gleneagles Hotel, where the 2014 Ryder Cup will be held (European Tour). ... Direct Voice & Data "will continue as Huddersfield Town’s official telecoms & audio visual provider throughout the '13-14 season." As part of the relationship, Direct Voice & Data and the Club "will work together to implement a new text messaging system that will further improve Huddersfield Town’s communications strategy, with an emphasis on the corporate audience in the first instance" (FC BUSINESS, 8/29).