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Volume 10 No. 24

Marketing and Sponsorship

South Korea’s smallest tiremaker Nexen Tire Corp. said that "it has stepped up football marketing in Europe as part of its strategy to raise brand equity and sales," according to YONHAP. The company, which recently inked a 1.2T won ($1.17B) deal to build a tire production plant in the Czech Republic, said that "it has started advertising at football stadiums of nine professional teams" belonging to the Premier League, La Liga, Bundesliga and Serie A. LED ads with the Nexen name "have started to make an appearance" at matches played by Tottenham, West Ham, Everton, Southampton, Atlético Madrid, Valencia, Mainz, Lazio and Napoli (YONHAP, 8/26).

A-League side Perth Glory announced Australian engineering and construction Clough will continue its support for the club. The company re-signed a one-year partnership agreement. Under the agreement, Clough will sponsor the club’s community program which reaches more than 30,000 children per year. Perth Glory Community is aimed at promoting physical activity and spreading football throughout the state, particularly in regional, rural and remote areas. The Clough logo will be displayed on the playing shirt of the senior and youth teams. During the season, Clough will have stadium signage, obtain corporate hospitality and ticketing entitlements and branding rights to community apparel, player mascots, ball boys and girls and volunteers (Perth Glory). Perth Glory also announced a new two-year partnership with Goodlife Health Clubs. Goodlife will give the A-League and national youth league teams unlimited access to its health and fitness facilities at 77 gyms in Western Australia, Queensland, Victoria, South Australia and New South Wales (Perth Glory).

Real Madrid has unveiled its new "black third kit... featuring dragons." Japanese designer Yohji Yamamoto, "known for collaborations with adidas and Hermes as well as a number of celebrities, is the brains behind the bizarre kit." Real will wear the kit during Champions League play (London INDEPENDENT, 8/26). ... Hisense Australia announced it will continue as naming-rights sponsor for Hisense Arena for an additional three years. Hisense also signed an agreement with Tennis Australia to extend its sponsorship of the Australian Open as official TV and refrigeration supplier until '17 (Hisense Australia). ... Sports social network Sportlobster has been named official social media partner of EPL side Crystal Palace. The partnership will enable Crystal Palace and its players to engage with fans via the dedicated online sports network. The relationship will also provide Sportlobster with a prominent match-day presence at each of Crystal Palace’s home games (CROYDON ADVERTISER, 8/26). ... EPL side Sunderland signed Tanzania as the club's official tourism partner. Sunderland has already developed links with Tanzania through providing technical and practical support to the development of the football academy project, the first of its kind in the country (Sunderland FC).

OUT OF GERMANY: Bundesliga club Borussia Dortmund signed a sponsorship deal with electronics company Grundig to become the club's official technology partner. As part of the deal, Grundig will equip the Signal Iduna Park with its displays (Borussia Dortmund). ... Bundesliga side FC Cologne reached an agreement with Turkish Airlines to become an official partner of the club. The partnership includes promotional measures inside the stadium and on social media channels (FC Cologne). ... German Hockey League (DEL) club Hamburg Freezers agreed to a partnership with the Jack Wolfskin Store Elmshorn. The outdoor sports store will be featured on the warm-up jersey of German national team player Thomas Oppenheimer. In addition, the store will enter the club's "Nordpool" partnership program and receive ad space inside the arena (Hamburg Freezers). ... DEL side EHC Red Bull Munich has teamed up with luggage brand Titan to become the club's official travel luggage provider during the '14-15 season. In addition, Titan will become a partner of Austrian top flight hockey club EC Red Bull Salsburg (Red Bull Munich). ... Basketball Bundesliga (BBL) club EWE Baskets Oldenburg has signed a multiple-year extension with ticketing partner AD ticket. The ticket service provider has been a partner of the club since '08 (EWE Baskets Oldenburg). ... The German Volleyball Federation (DVV) has agreed to a cooperation with UNICEF. The logo of the charity organization will be featured on the back of the jerseys of the German national teams (DVV).