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TheStreet Open House

Herbalife And AEG Sign Global Strategic Partnership

Stocks in this article: HLF

Global nutrition company, Herbalife (NYSE: HLF), and AEG Worldwide, one of the world’s leading sports and entertainment companies, have today signed a major strategic partnership that will see Herbalife as the official shirt sponsor of Swedish football team, Hammarby Fotboll Club. Herbalife will also become the club’s official global nutritional partner. This six-figure GBP deal, signed for 3.5 years until 2016, extends the reach of the existing AEG relationship with Herbalife in football - the nutrition company being the current shirt sponsor of AEG’s Los Angeles-based team, LA Galaxy.

The deal, which was brokered by AEG Global Partnerships from London, will see the Herbalife logo on all authentic and replica shirts - home, away and alternatives - to be officially revealed at the Hammarby v Paris St. Germain friendly match on Tuesday 23 rd July. Additionally, this deal will encourage more direct links between the Hammarby and LA Galaxy teams. The promotion of Herbalife products around both team stadiums and on social media will be activated and both teams will share nutritional best practices via team trainers and Herbalife’s sports nutrition experts and doctors.

The agreement also includes commitments for Hammarby to train at the StubHub Centre in the USA - home of the LA Galaxy - during the term, as well as for both teams to play one friendly game at the stadium. Additionally, as part of this new relationship, a program to share players between the teams has been established - as has recently been reported within international media, the LA Galaxy has sent three of its young players to Sweden for a training stint with Hammarby, acknowledging that it was possible the players could join the Swedish team on a loan or transfer deal.

This is a timely signing of a global partnership, coinciding with the opening of Hammarby’s new stadium - the Tele2 Arena - on 20 th July.

Henrik Kindlund, CEO, Hammarby Football, said: “We are very pleased to have a sponsor who will aid further investment in our club. Herbalife is a well-known sponsor of several football clubs and we feel confident that we will have a good relationship that will benefit us both. As a team, we are already familiar with Herbalife products and are looking forward to benefitting even more from them!”

Paul Samuels, EVP, AEG Global Partnerships and Hammarby Fotboll Club Board Member, said: “This partnership with Herbalife is a massive step forward for Hammarby, signed on the eve of the team moving into its new home at the Tele2 Arena. It offers further financial muscle for the Club and importantly, offers greater synergies between both Hammarby and LA Galaxy. We’re delighted to have signed this global partnership and the fruits of it will no doubt be quickly evident.”

"We're proud to be associated with Hammarby FC,” said Edi Hienrich, SVP and managing director of Herbalife Europe Ltd. "This agreement is part of Herbalife's broader sponsorship program to develop authentic relationships with teams and athletes based on using nutrition to help improve performance, and at the same time, promote healthy and active lifestyles.

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