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Volume 6 No. 235

Marketing and Sponsorship

Premier League side Burnley announced bookmaker Ladbrokes as its new official U.K. betting partner. The three-year deal will see Ladbrokes provide betting services at Turf Moor on every matchday. The partnership will also give Ladbrokes a presence on Burnley's official website and social media channels to support betting activity before games, including LED and matchday program advertising. Burnley supporters will be able to access exclusive Ladbrokes offers and promotions, including "money-can't-buy" experiences such as training ground visits and tickets (Burnley). 

Beer brand Carling released an on-pack promotion that will see winners "gifted the coveted Premier League trophy -- for a short time," according to John McCarthy of THE DRUM. In partnership with the Premier League and Sky Sports, the competition "tasked drinkers with downloading the Carling app" on their Android and Apple devices to scan the participating packs. Winners "will be immediately alerted." Prizes include Sky Q, an Ultra HD TV, Premier League tickets, signed Premier League shirts, Now TV Sky Sports day passes, official Nike Premier League footballs and more. Up for grabs are eight Premier League Trophy days "in which winners can tour the trophy" from 9am until 9pm at "their home, workplace or even local pub" (THE DRUM, 8/17).

Liverpool's new retail store at Anfield was unveiled this week after Graham Construction "completed the build and fit-out project on the site," according to Billy Wood of BDAILY. The construction firm completed the "turnkey development," providing 1,900 square feet of retail space spread over two floors and a cafe sitting within Liverpool’s Paisley Square Fan Zone. On the exterior, the new store features a "glazed curtain walling system with architecturally detailed red brickwork to complement the new Main Stand." Liverpool-based architect KKA led the design, with construction consultancy Mott MacDonald providing mechanical, electrical and structural work (BDAILY, 8/17).

EPL side Huddersfield Town partnered with global betting company William Hill ahead of the club's first-ever Premier League home game. Huddersfield Town's fans will have access to in-stadium betting at Kirklees Stadium. William Hill will take bets on matchdays "from all concourse and corporate areas" throughout the '17-18 campaign (BDAILY, 8/17).

Arsenal transformed its online retail site,, to meet the increasing demands and expectations of the club's int'l supporters. Fans can now buy merchandise on any device in euros, U.S. dollars, Australian dollars and British pounds (Arsenal).

The Vuelta a España announced French retailer Carrefour will remain a principal sponsor for two more years. This year's race, which will begin in Nîmes, France, will take place from Saturday through Sept. 10 (AS, 8/17).

Bundesliga side Werder Bremen signed a three-year deal making gambling company Betway the club's official betting partner. Betway is already a betting partner of 2nd Bundesliga sides St. Pauli, Union Berlin, Eintracht Braunschweig and Dynamo Dresden (Werder Bremen).

Retailer DW Sports is "facing financial penalties" after the Pro14 side Ospreys' '17-18 home jersey appeared on the shelves of its Llanelli store "days before the official launch." The club had planned to reveal its kit ahead of the preseason fixture against Premiership rugby side Bath at the Liberty Stadium on Sunday but "images of the jersey hanging on shelves in the heart of their closest rivals appeared online" (WALES ONLINE, 8/17).

The National Rugby League announced a new partnership with Carlton & United Breweries, extending their relationship into its 19th year. The extension includes: CUB becoming the official beer and cider partner of the Kangaroos and Harvey Norman Jillaroos Australian representative teams and CUB becoming the official beer and cider partner of the State of Origin series (NRL).

Rugby League World Cup 2017 announced cocoa brand Milo as its tournament partner in Papua New Guinea. Milo already supports the League Bilong Laif (League for Life) program in PNG. The company will activate fan engagement initiatives in official precinct areas during the tournament (RLWC2017).

PR agency Brazil announced the launch of a dedicated sport division, Brazil Sport. Brazil Sport will help businesses monetize their sports sponsorship assets, as well as develop "CSR and grassroots campaigns" for sporting brands and organizations (SPORT INDUSTRY, 8/17).

Pro14 side Scarlets announced WRW Construction as the club's home shirt sponsor. The WRW Construction logo will be featured across the club's traditional Scarlet jersey, on the back of the new anthracite away jersey and on the front of the team's training top (RUNNING RUGBY, 8/16).