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Volume 6 No. 212

Marketing and Sponsorship

EPL Sunderland has "signed an innovative business partnership with Tanzania" which sees the East African country become the club’s official destination partner, according to the SUNDERLAND ECHO. Tourism "is a major part of the Tanzanian economy and the partnership aims to use the worldwide publicity" of the Premier League "to promote the country." The agreement "comes on the back of previous link-ups with the club providing technical and practical support to the development of a football academy project" -- the first of its kind in the country (SUNDERLAND ECHO, 9/12). The TANZANIA DAILY NEWS' Ludovick Kazoka reported Tanzania Tourism Board Managing Dir Aloyce Nzuki said that the benefits of the partnership are "already being felt in terms of increase in the number of tourists' arrival" from the U.K. by 30% for the past few months. Nzuki: "Apart from tourism boost, the new partnership with Sunderland AFC will also promote economic growth by attracting investment in the country." Sunderland AFC Commercial Dir Garry Hutchinson said that "the club would use different platforms to promote the country in order to boost tourism and investments." He said, "We have come to activate our partnership focusing on soccer development, tourism growth and investment in Tanzania." The club "announced plans in June to build the multi-sports park at Kidongo Chekundu area in Ilala municipality, Dar es Salaam in partnership with Symbion Power" (TANZANIA DAILY NEWS, 9/12).

Bundesliga club Hamburg SV has signed a sponsorship deal with BlackBerry as the official presenter of the Bundesliga standings on the video screen at the Imtech Arena. In addition, BlackBerry will activate various social media campaigns for fans (Hamburg SV). ... The Hamburg Marathon "has extended its title sponsorship with financial institute Hamburg Sparkasse (Haspa) for an additional three years until '16." Haspa contributes an estimated €600,000 ($797,000) to the marathon's total budget of €2.5M ($3.3M). New in the contract "is a clause that requires part of the sponsorship amount to go toward the Haspa Marathon Hamburg running team" (HAMBURGER ABENDBLATT, 9/12). ... French carmaker Peugeot has appointed German tennis player Sabine Lisicki as its new brand ambassador (Peugeot). ... La Liga side Valencia has agreed to a three-year sponsorship deal with Valencia insurance firm Divina Pastora Seguros. The insurance firm will "be afforded branding space on the shirts of the club's youth teams" (SOCCEREX, 9/12). ... Argentine national rugby team Los Pumas has presented a "new jersey that the side will wear when it takes on the Australian national team Saturday in Perth." The new uniforms are navy blue and "have details of animal print" (OLE, 9/12). ... The Int'l Motor Sports Association announced that retro-chic brand TUDOR  has been named entitlement partner for the next five years of what now will be known as the TUDOR United SportsCar Championship (IMSA). ... Man City has reached a deal with First Gulf Bank as the club's official affinity credit card bank partner in the UAE. The three-year deal will see the bank launch the first Man City credit card in the region (Man City). ... ManU signed a five-year sponsorship agreement with Manda Fermentation Co., Japan. The agreement will see Manda become the club's first official nutritional supplements partner, with exclusive rights in Japan (ManU).