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Volume 6 No. 215

Marketing and Sponsorship

Premier League side Swansea City announced Asian-focused online betting and casino operator Letou will be its official shirt sponsor for the '17-18 season, according to Ted Menmuir of SBC NEWS. The club hosted an unveiling ceremony for its new "home & away shirts" designed by Spanish kit manufacturer Joma. The new shirt features the branding of Letou on the front and is "accompanied by web-security firm Barracuda," which will sponsor the club’s sleeves. Swansea COO Chris Pearlman said that the sponsorship "continues the football club's initiative of expanding its commercial presence within Asian consumer markets." Pearlman added, "Swansea City has ambitions to grow our brand in Asia where Letou has a strong presence and a lot of experience" (SBC NEWS, 6/19). In Cardiff, Andrew Gwilym reported Swansea has "plans under way to develop a Chinese version" of its website and social media channels. The home kit is in Swansea's "classic white colors" with black trim, "while the away kit is red with green trim." Pearlman said, "They will help us locally and globally. At the global level they will be supporting our growth in China and throughout Asia, helping the club fund a Chinese-language version of our website, as well as encouraging and supporting the development of Chinese-focused social media content" (WALES ONLINE, 6/19).

League Championship side Brentford signed a two-year agreement with mobile gaming company LeoVegas, covering the team's final two years at Griffin Park, according to Tom Moore of GET WEST LONDON. The deal will see become "the lead shirt sponsor as well as title partner." The two-year partnership means Brentford's new adidas shirts will feature LeoVegas' "iconic branding." The company "will also be displayed above the goal at the Brook Road end of Griffin Park" and on the Braemar Road stand, as well as on pitchside and program advertising and at various promotional events (GET WEST LONDON, 6/19).

The French Tennis Federation (FFT) announced a naming partnership with Rolex for the Paris Masters tournament held at the AccorHotels Arena from Oct. 28-Nov. 5. The watch brand is signed as the title sponsor and official time provider until ’26. Rolex succeeds BNP Paribas, which had been the title sponsor since ’01 (SPORTBUZZ BUSINESS, 6/19).

Premier League side Huddersfield Town announced legal services company Pure Business Group Ltd. as its shirt sleeve sponsor ahead of the '17-18 season. The company has been the club's main shirt sponsor for two years under its Pure Legal Ltd. brand. The Pure logo will appear on the left arm of Huddersfield Town's home, away and third shirts (Huddersfield Town).