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Volume 10 No. 25

Marketing and Sponsorship

Serie A side Juventus has announced a six-year kit deal with adidas worth €139.5 ($192M) beginning in the '15-16 season. The club will retain current kit sponsor Nike through the '14-15 season. Adidas will manage all of Juventus' licensing and merchandising activities for £6M ($8.2M) per year. The club may also benefit from additional royalties upon exceeding a threshold of sales (Juventus).

Barcelona will begin a new three-year, global partnership with Gatorade starting with the club's "El Clásico" match Saturday against Real Madrid. Under the partnership, Gatorade products and equipment will be available on the Camp Nou sidelines, in the locker room and at press conferences. Barcelona will also be granted access to the Gatorade Sports Science Institute's laboratory and testing facilities, which will provide sports nutrition support (Barcelona).

Second Bundesliga club FC Kaiserslautern has extended its partnership with Coca-Cola for another three years. The soft drink producer will continue to provide fans at home games with its wide portfolio of non-alcoholic beverages (FC Kaiserslautern). ... The Spanish Football League (LFP) has announced that from the next matchdays in both La Liga and the Spanish second division through February, games will be played with a yellow Nike "Hi-Vis" football designed for winter play (MARCA, 10/23). ... Wellington cricket technology company CricHQ "has landed its biggest deal yet and gained a foothold in Asia by signing up the national cricketing body of Sri Lanka." CricHQ, whose backers include former New Zealand captain Stephen Fleming and current captain Brendon McCullum, "runs a web and mobile-based system which allows cricketing teams and bodies to manage their competitions and record data." The company "has already signed up more than 120 governing bodies, including New Zealand Cricket, Cricket Canada, Cricket Ireland and even the national bodies for Afghanistan, Holland and Nepal" (NEW ZEALAND HERALD, 10/23). ... Windows and shutters manufacturer SPI Windows "has extended its status as an official partner of Serie A giant AC Milan for the current 2013-14 season." The deal, brokered by Milan’s official commercial advisor Infront Italy, "was signed at the club’s headquarters in Via Turati." It "takes the partnership into a third year" (SOCCEREX, 10/24). ... Amaury Sport Organisation strengthened its ties with Indonesia by becoming the technical advisor of The Jakarta Marathon for the next five years (ASO).