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Standard Liege dials up Base extension

Belgian telecommunications company Base has extended its shirt sponsorship deal with the country’s Pro League football team Standard Liege.

The two parties’ two-year agreement will cover the 2016-17 and 2017-18 seasons. The company’s branding will continue to appear on the front of the club’s playing jerseys as part of the deal, which was struck with Telenet, Base’s parent company.

Telenet chief executive John Porter said: “We strongly believe in the Base brand. Base has an important role to play in Telenet’s strategy and in particular in the south of the country where we have real ambitions. Who better than Standard Liege to act as a promotional partner in these projects?”

Base first partnered with Standard Liege in 2007, stepping up to become the club’s main sponsor after backing its youth teams for a number of seasons.