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American performance bedding company Bedgear’s one-year deal as the Official Performance Sleep System Partner of the NBA’s Boston Celtics was instigated by the team’s sporting department.
Fastening materials manufacturer Würth has extended its partnership with the German Ski Association (DSV).
German automotive manufacturer BMW has extended its partnership with the Infront Sports & Media agency, through which it will continue to sponsor a host of winter sports properties.
German brewery Erdinger Weißbräu has renewed its partnership with the International Biathlon Union for its World Cup series.
Home improvement retail store chain Joka has agreed a deal to become the title sponsor of this year’s World Team Challenge biathlon event.