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Volume 6 No. 212

Marketing and Sponsorship

Man City has named electronics firm LG as its official digital display partner. The two-year deal will see LG provide cutting-edge display technologies to the Etihad Stadium. LG refit Etihad Stadium with more than 360 digital LED screens prior to the '13-14 season. More than 320 flat-screens will also be featured in the Man City Football Academy, due to open next summer. LG will be permitted to use Man City players and the club crest in advertising, packaging and point-of-sale across LG's global sales networks. LG branding will also feature in a range of advertising from the match day programs through to LED screens (Man City).

UAE rugby club Dubai Exiles agreed to "what is believed to be the most lucrative deal in the history of domestic rugby," according to Paul Radley of THE NATIONAL. The Exiles have announced a three-year, "seven-figure" sponsorship agreement with multi-national insurance and financial services conglomerate AIG. Given that rugby in the UAE "has historically relied on philanthropy and barter deals for clubs to survive," the funding involved in the agreement -- although an undisclosed amount -- "is likely to dwarf anything seen here before." The Exiles "will profit from more than just financing." AIG "also sponsors the New Zealand Rugby Union." As such, the club's members are set to be granted "exclusive access to a number of All Blacks players," and will also be offered training with the New Zealand sevens side, the six-time winners of the Dubai Sevens, in the lead up to the annual competition. The AIG logo "will also adorn the front of the Exiles playing shirt this season" (THE NATIONAL, 9/4).

Lotus "has announced a new two-year sponsorship deal with Emaar Properties" ahead of this weekend's F1 Italian Grand Prix, according to CRASH. The agreement with the Dubai-based residential and commercial property investment company "is for two years and will see Emaar enjoy a presence on the team's E21 car, in addition to a range of other Lotus F1 Team 'marketing collateral.'" Emaar logos "will appear on the E21 for the first time on Friday, when practice commences at Monza." The deal "follows on from recent new partnerships" with brands such as Microsoft, Unilever and Coca-Cola and "is good news given rumours of financial strife at Enstone and comments made" by team Owner Gerard Lopez at the end of last month (CRASH, 9/5).

READY TO RACE: Red Bull Racing has named Italian supermarket chain Simply as an official race partner for the Italian Grand Prix. The partnership means that Simply's logo will be featured on the front wing of the RB9, as well as on the race suits of Sebastian Vettel and Mark Webber. The agreement renews a relationship which began last year, when the Simply chain was featured on the RB8 in Monza (Red Bull Racing).

The luge world governing body FIL "has extended its contract with main sponsor Viessmann for another four years." The int'l heating systems manufacturer "will continue its sponsorship deal with FIL until '18." Viessmann "has been a partner of the federation for 17 years" (FOCUS ONLINE, 9/5). ... Online sales company for adventure sport products Canadian Cartel said that it has joined forces with former President & Founder of British Columbia-based Sport Mart Kevin Jardine. Canadian Cartel will be rebranded and launched as in the fall (Canadian Cartel). ... Scottish Premiership club Celtic has announced "a partnership with e-cigarrette maker E-Lites which will see the green-tipped devices go on sale during matches." The deal, which will run until '16, "will see vending stations within Celtic Park stock E-Lites electronic cigarettes and e-cigars on match days" (SCOTSMAN, 9/5). ... The Asian Golf Industry Federation recently retained the Signature Group of Ponte Vedra Beach, Florida, to establish the next steps in the development of the organization in the Asian golf marketplace. Signature Group will assist in devising a strategic plan and a sponsorship engagement program within the next three months with a focus on the initiatives of education, research and growth of the game (AGIF). ... Hockey League India franchise Mumbai Magicians "will be the official sponsor" of the Mumbai Hockey Association Ltd.-conducted Super League field hockey tournament, which is underway at the MHAL's Churchgate-based Mahindra Stadium. In the first joint venture with MHAL, the Magicians will shell out Rs 5 lakh ($7,575), but "have promised a more handsome sum when the association conducts the prestigious Bombay Gold Cup sometime in October." Other than financial support, Magicians in alliance with MHAL "are also looking to set up an academy to unearth local talent" (TIMES OF INDIA, 9/5). ... English Super League rugby side Castleford Tigers announced a new partnership with local graphic design agency, Straw Jonny Ltd. The Castleford-based company, which also does web development and social media management, will have a perimeter advertising board around the stadium in '14 (Castleford Tigers). ... Banking and financial service company Barclays has signed a three-year extension to its global partnership with Beyond Sport (Beyond Sport).