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Lagardère Sports renews ties with Augsburg

The Lagardère Sports agency has extended its marketing partnership with German Bundesliga football club Augsburg.

The new long-term agreement will run until June 30, 2024. Lagardère first partnered with the club in 2006.

Lagardère brokers commercial partnerships for Augsburg and develops new sponsorship ideas for the club. It also oversees the marketing of hospitality areas at Augsburg’s WWK Arena.

Hendrik Schiphorst, executive vice-president of football for Lagardère Sports Germany, said: “The early contract renewal underscores how successful our cooperation with FC Augsburg has been. We are very pleased that we can now continue this strong partnership in the long term. We are confident that we will continue to develop with our large network of regional, national and possibly international marketing opportunities.”

In other news, Lagardère has brokered new deals for fellow Bundesliga clubs Hertha Berlin and Hannover 96.

Hertha has extended its partnership with Orafol, a manufacturer of self-adhesive materials and tapes, until the end of the 2018-19 season. Orafol will retain its position as an exclusive partner of the club and will benefit from TV-visible brand exposure.

Hannover, meanwhile, has entered into a partnership with the Falkensteiner hotel group. The partnership will run until the end of the 2020-21 season and names Falkensteiner as an exclusive partner of the club. The group will receive in-stadium brand exposure and promotion across the club’s digital channels.