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Volume 6 No. 212

Marketing and Sponsorship

Qatari telecom firm Ooredoo has announced that it will sponsor Ligue 1 side Paris St. Germain in a deal that will run through '18. A major focus of the agreement will be the development of youth and community sport. Ooredoo and PSG plan to launch a community coaching program across Ooredoo's footprint in the Middle East, North Africa, and Southeast Asia that will include football clinics for young people. The Ooredoo logo will appear on the back of PSG team shirts and on the sleeves of its training kits, and at the team's Parc des Princes Stadium on the pitch-side LED system. The team's training complex "Camp des Loges" will also be renamed the "Ooredoo Training Center" (PSG).

Russian state-owned gas company Gazprom "signed a deal Saturday to sponsor FIFA for a four-year period," including when Russia hosts the World Cup in '18, according to R-SPORT. Gazprom CEO Alexei Miller declined to specify how much Gazprom was paying to sponsor FIFA, saying only that "the sum reflected the scale of the World Cup." The sponsorship deal allows Gazprom to use the FIFA and World Cup logos in its advertising "and makes it the exclusive sponsor in the oil, gas and fuels sectors" (R-SPORT, 9/14).

GOING ON TOUR: FIFA and Coca-Cola announced the continuation of the FIFA World Cup Trophy Tour by Coca-Cola. The FIFA trophy is set to embark on a 267-day journey, covering 89 countries, and giving millions of fans a close-up view of the trophy. Following the 2006 and 2010 World Cups, this is the third time that FIFA and Coca-Cola have come together for the Trophy Tour (FIFA).

UAE Pro-League side Al Ain "announced on Sunday a three-year sponsorship deal with Abu Dhabi Airports," according to Thomas Billinghurst of GULF NEWS. The current UAE league champions "are also expected to announce another major sponsorship deal within the coming weeks." Al Ain's tie-up with ADA "marks the airport operator's maiden venture into sports sponsorship." The deal, the financial details of which were undisclosed, sees ADA become the "premium partner" of the one-time AFC Champions League winners until '16-17. The ADA logo will be featured on the new-look '13-14 Al Ain jersey "across the back of the shirt" (GULF NEWS, 9/15).

German Hockey League (DEL) club Hamburg Freezers has extended its premium partnership with financial institute Volksbank for the '13-14 season. The bank's logo will be featured on the players' helmets. In addition, Volksbank will receive a presence on the club's website and its social-media channels. The partnership will enter its 11th consecutive year (Hamburg Freezers). ... DEL club EHC Red Bull Munich has extended its premium partnership with tourism company FTI. The company, which has been a partner of the club since '10, will continue to have its logo featured on the ice and on the players' pants (Red Bull Munich). ... The German Volleyball Federation (DVV) has agreed to a new kit deal with Dutch sportswear company Stanno. The German national teams will play in Stanno kits starting next year. The deal will run through '16 (DVV). ... German Basketball Bundesliga (BBL) club EWE Baskets Oldenburg has signed a new exclusive partnership with online computer retailer The two parties signed a two-year deal (EWE Baskets Oldenburg). ... The Salford City Stadium, home of Super League rugby side Salford Red Devils and Premiership rugby club Sale Sharks, "is to be renamed 'The AJ Bell Stadium' as part of a new sponsorship deal" (BBC, 9/13). ... A-League club Wellington Phoenix has signed a sponsorship deal with telecom equipment supplier Huawei. The company was unveiled "as the new principal sponsor of the Phoenix" (APNZ, 9/15). ... League One side Shrewsbury Town agreed to a sponsorship deal with Aston Barclay to sponsor the Family Stand at the Greenhous Meadow this season (Shrewsbury Town).