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Volume 6 No. 235

Marketing and Sponsorship

Four Bundesliga clubs -- Hertha Berlin, Köln, Hamburg and Bayer Leverkusen -- announced new sponsorship deals. Köln, Hamburg and Bayer Leverkusen signed deals that include their first sleeve sponsorship for the '17-18 season. 

HERTHA BERLIN: Bundesliga side Hertha Berlin announced a one-year partnership with Carlsberg, according to SOCCEREX. The global brewer will serve as the club’s official beer partner for the '17-18 season in a deal which will "see the brand’s lager sold exclusively at 17 Bundesliga home games," in addition to all of the team’s Europa League home fixtures. Carlsberg will also benefit from "extensive brand exposure throughout Hertha’s Olympiastadion home ground, digital activations and the naming rights to the club’s recently launched ‘Carlsberg Fan Club’ VIP area." Carlsberg previously sponsored Hertha from '07-13 (SOCCEREX, 8/18).

KÖLN: SOCCEREX reported Bundesliga side Köln announced a new four-year partnership with DEVK. The insurance group will serve as the club's first sleeve sponsor through the '20-21 season. The company will also benefit from advertising space on pitchside LED boards at the club’s Rhein Energie Stadion. According to German sports industry outlet, the agreement will earn Köln an annual €2M ($2.3M). The club is one of 14 Bundesliga sides to "recruit a sleeve sponsor" ahead of the '17-18 season (SOCCEREX, 8/18).

HAMBURG: SOCCEREX reported Bundesliga side Hamburg "secured a commercial agreement with Popp Feinkost." The salad and sandwich spreads producer, which is part of Wernsing Food Family, will be Hamburg's "exclusive delicatessen partner" and first sleeve sponsor from the '17-18 season. Popp Feinkost will also "have a strong brand presence through pitchside LED boards and step-and-repeat boards at the club’s home ground, the Volksparkstadion" (SOCCEREX, 8/18).

BAYER LEVERKUSEN: SOCCEREX reported Bundesliga side Bayer Leverkusen "entered into a commercial agreement" with the Westminster Group. The Brandenburg-based company, which specializes in property and property management, "will be Bayer’s new presenting partner" and first sleeve sponsor from the start of the '17-18 season (SOCCEREX, 8/18).

Basketball player Guo Ailun, who in the spring signed as Jordan Brand's first Chinese endorser, is set to become the "first international athlete to have his own Jordan signature sneaker," according to Nick DePaula of Negotiated by Wasserman, the shoe deal will pay Guo more than $3M annually "after incentives." Guo previously had a personal deal with China-based brand Li-Ning, which also had an "exclusive footwear rights deal" with the Chinese Basketball Association, where Guo is a guard with the Liaoning Flying Leopards. That deal "just expired, and the league is now going through a series of options for the upcoming season." It is "expected that the league will go back to allowing all brands to have logo visibility on court, as no company has stepped up with interest in paying" the $60M per season that Li-Ning had been paying. Despite "varied talents and tuned-in audience," the NBA's influx of big men from China, including Yao Ming, "never made an impact on the footwear industry." Guo aims to "break that mold," and as their partnership "continues to grow, Guo and Jordan Brand are also hoping to impact the game and his local community." Guo said, "I want to start some training camps in my hometown with Jordan. I want to go to some rural and poor areas in China and donate courts and do a lot together." Jordan Brand did not sign him with the expectation that it would be "getting in early on one of the sport's next crossover stars in America." The brand signed Guo to "further entrench the brand in China, regardless of the league in which he plays" (, 8/17).

Barcelona named personal care brand Safeguard its official shower gel in China, Hong Kong, Macau and Taiwan until '19. The parties will work together to "promote sport and hygiene." Financial terms were not disclosed (SOCCEREX, 8/17).

Infront Sports & Media extended its partnership with Bundesliga side Schalke until the '22-23 season. Infront will provide the club with an LED perimeter board solution at Veltins-Arena (Infront).

The Gold Coast 2018 Commonwealth Games named Gold Coast Airport its official airport. To celebrate the announcement, GC2018 mascot Borobi was welcomed with an honorary water cannon salute on the airport tarmac before officially opening GC2018's first merchandise store. GC2018 also named retailer Woolworths its official supermarket and fresh food supporter (GC2018).

The German Hockey Association (DHB) announced logistics company DB Schenker as a premium partner. The company will serve as shirt sponsor of the eight national DHB teams for the next two years (DB Schenker).