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Volume 6 No. 192

Marketing and Sponsorship

Newly promoted Bundesliga club FC Cologne and shirt sponsor Rewe "are reportedly close to extending their contract until '18," according to Alexander Haubrichs of the EXPRESS. Club Finance Dir Alexander Wehrle said, "We are having good talks and hope to announce an agreement in a timely manner." The supermarket chain transferred €2.2M ($3M) annually to the club in the 2nd Bundesliga. Due to its promotion, the club "received an additional bonus payment in the six-digit range." Reports suggest that Rewe will pay €5M ($6.9M) a year "to continue having its logo on the front of the club's jerseys." This number "does not include bonuses for things like a top-nine finish or qualifying for an int'l competition" (EXPRESS, 5/13).

Dutch lottery the VriendenLoterij "has extended its sponsorship" with the Eredivisie domestic league, according to SOCCEREX. The VriendenLoterij "has been a sponsor of the league for nine years already but the new agreement will extend the relationship by a further three." The VriendenLoterij "will also retain the designation of official social partner of the Eredivisie, a technicality that allows the partnership to work within the Netherlands’ gaming regulations." Financial details "have not been released" (SOCCEREX, 5/15).

Liverpool and online sports betting and gaming provider 188BET announced a two-year extension to their partnership, which will see the relationship run until the end of the '15-16 football season, a total of seven seasons. As part of the renewed partnership 188BET will continue to use LFC platforms to offer fans in Brazil and Asia, home to the club's biggest fan bases, exclusive promotions and gaming prices on every LFC fixture (Liverpool).

NEW KIT: In London, Simon Rice reported Liverpool unveiled its new away kit for the '14-15 season. Next season's away kit will feature "a yellow strip with red trim." The goalkeeper kit "is black." The strip "appears in homage" to the yellow kit worn between '82 and '84 (INDEPENDENT, 5/14).

Second Bundesliga club SV Sandhausen extended its shirt sponsorship deal with Verivox. The Heidelberg-based company will get ad space at home matches including rotating and static boards in TV-relevant areas. Infront brokered the deal (Infront). ... The FIA has appointed electricity firm EDF as its official technical supplier for research tests of propulsion, charging and electrical safety (FIA).