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Volume 6 No. 214

Marketing and Sponsorship

Serie A side AS Roma "have agreed a deal with Sky Sport Italia that will see the capital club take to the field for their final two games of the season with shirts bearing the media company’s logo," according to FORZA ITALIAN FOOTBALL. AS Roma, which will return to the Champions League next season, "reportedly struck the deal as a means of celebrating the club’s recent success." Sky is "also keen to strengthen their long-standing ties with Italian football and capture the nation’s attention" before the '14-15 season, for which Sky "have exclusive rights to 128 Champions League matches" (FORZA ITALIAN FOOTBALL, 5/8).

Ligue 1 side AS Monaco has partnered with French optician Alain Afflelou for the '14-15 season. Alain Afflelou's brand will appear on the chest front pocket of AS Monaco's jersey, the club's equipment and on the LED lightings in the Louis-II stadium. The brand was on the club's jersey for Wednesday's home game against Guingamp through the end of the season (AS Monaco). ... Basketball Bundesliga (BBL) club EWE Baskets Oldenburg has extended its title sponsorship with utility company EWE for another two years until '16 (EWE Baskets Oldenburg). ... The Int'l Equestrian Federation has appointed Pitch to promote the Alltech FEI World Equestrian Games 2014 in Normandy, France and the Furusiyya FEI Nations Cup Jumping to a global audience. Pitch will provide PR and social media support for FEI's global events (Pitch). ... British bottled water producer Harrogate Spring "was unveiled as the Official Water of England Cricket at Lords Cricket Club." The "biggest sponsorship deal to date by the iconic British water" will see England cricketers provided with Harrogate Spring Water at every home match. New bottles "will carry the England Cricket logo and ‘Official Water of England Cricket’ on all new labels and packaging" (B DAILY, 5/8).