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Volume 6 No. 235

Marketing and Sponsorship

Lagardère Sports is launching a new office in Shanghai as part of an effort to substantially increase its operations in the city. The firm has operated in China for over two decades. Lagardère has a longstanding partnership with the Asian Football Confederation, and it recently reached a deal with F1 to build strategic partnerships in China from '18 and raise the sport's profile in the region. Lagardère has bolstered its resources at its office in Shanghai's Jing'an district since December. The core team of local Chinese experts will provide rights management, brand consulting and market development advice to domestic clients, int'l brands and rights holders. Lagardère CEO Andrew Georgiou said, "The launch of our new office in Shanghai marks the next chapter in the history of Lagardère Sports in the region. We have great aspirations for China, a country brimming with exceptional talent and immense resources" (Lagardère).

Marriott Int'l announced it will continue its NBA sponsorship and will activate around several marquee league events. Those include this year's China and Mexico City Games, the 2018 NBA London Game and the 2018 All-Star Game in L.A. Members of the Marriott Rewards program will be able to redeem points for a chance to win prizes that include visits with current and former NBAers. Marriott has been a global partner of the NBA since '15 (Marriott).

La Liga named travel agency El Corte Inglés an official sponsor for the '17-18 season, with an option to renew for a second year. El Corte Inglés will have a presence at all La Liga and second division matches and on TV. The brand, which is partnering with La Liga for the first time, replaces Viajes Halcón as the league's official travel agency (EP, 8/22).

Juventus announced a three-year partnership with Segafredo Zanetti, one of the leading producers of espresso in Italy. The deal enables Segafredo, part of the Massimo Zanetti Beverage Group, to use Juventus' image worldwide. As the official coffee partner of the club, Segafredo will be distributed at all bars, restaurants and hospitality areas at Allianz Stadium (Juventus).

Floyd Mayweather Jr. announced a second partnership with Swiss watch brand Hublot for his boxing match against Conor McGregor. The brand's first partnership with Mayweather was for his '15 fight against Manny Pacquiao (Hublot).

Premier League side Stoke City announced Staffordshire University as its first education partner. The multi-year deal will see the university have branding rights on the Boothen End Stand at bet365 Stadium and support the club's City 7s initiative (Stoke City).

Gaming league ESL and Mercedes-Benz announced a partnership that will "include tournament sponsorships across several global markets." The arrangement is the luxury car maker's "first entrance into esports" (ESPORTS INSIDER, 8/21).

Australia's National Basketball League announced Europcar extended its deal as official car rental partner for the '17-18 season. This will be the third year of the partnership (NBL).

The Asian Football Confederation announced Chinese bottled water company C'estbon as the latest official supporter of the AFC's Club Programme. The partnership will include exposure at the AFC Champions League, the AFC Cup and the AFC Futsal Club Championship (AFC).