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 23rd
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
20th 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.
Notes to the editor:
Hammarby - nicknamed Bajen by its fans - currently sits in
seventh place in the Swedish Superettan, just nine points out of a
place in the promotion playoffs for a spot in the Allsvenskan.
Hammarby boasts one of the largest fan communities in Sweden. AEG
Worldwide has owned a 49% share in the club since 2002 and also
manages its stadium. Herbalife has been associated with the LA
Galaxy for the last five years and has recently announced a 10-year
extension of this partnership valued at over $44 million.
About Herbalife Ltd.
Herbalife Ltd. (NYSE:HLF) is a global nutrition company that
sells weight-management, nutrition and personal care products
intended to support a healthy lifestyle. Herbalife products are
sold in more than 80 countries to and through a network of
independent distributors. The company supports the Herbalife Family
Foundation and its Casa Herbalife program to help bring good
nutrition to children. Herbalife's website contains financial and
other information at www.herbalife.com.
About Hammarby Fotboll
Hammarby Sports Club was founded in 1887 and celebrated its
golden years in football during the 1970s and 1980s. After a tough
period in the 1990s, Hammarby made it back to the Swedish Premier
League in 1998, winning its first Champions title in 2001.
Hammarby has fostered many legendary football players, one of
them being Lennart “Nacka” Skoglund (1929-1975), who went on to
play for Italian teams Internazionale (Inter), Sampdoria and
Palermo. “Nacka” is an eternal icon for all Hammarby fans.
Hammarby currently plays in the second division of the Swedish
football league, but the supporters are definitely in the first
league in terms of their sheer number - Hammarby enjoys the largest
supporter club of all the Swedish football teams. Hammarby (or
Bajen) fans are over 9,000 strong and the majority of people living
on S�dermalm and south of Stockholm name Hammarby as their favorite
team. The main rivals are AIK Solna (outside of Stockholm) and DIF
(northern Stockholm), both premier league teams. The rivalry is
mainly due to the geographical proximities, but also to style and
identity.
Hammarby is, by tradition, regarded as the club of the working
class. This derives mainly from the club’s historical location on
S�dermalm, a large island south of downtown Stockholm, originally
home to workers and poorer families. Today, S�dermalm is a
‘hipster’ paradise, but the spirit of Hammarby still continues on
the island, with the statue of Lennart “Nacka” Skoglund standing
proud at the Hammarby heartlands of SOFO (South of Folkungagatan).
Many Swedish celebrities from the music and film industry are
supporters, and several records have been made to celebrate the
club. Famous Swedish actor Alexander Skarsgård (Generation Kill,
True Blood) is a devoted supporter and has voluntarily made
commercials for Hammarby from his home town, Los Angeles.
Besides the working class appeal, Hammarby is famous for its
large, loyal, vociferous and humorous fans. The former ground to
Hammarby, S�derstadion, has been listed as the 11th noisiest
stadium in the world (Irish sports-channel Setanta, 2008). With the
new ground, Tele2 Arena (inaugurated in 2013), which is double the
capacity of S�derstadion, it will no doubt soon be noted that
Hammarby has the reputation of having Sweden’s loudest fans!
Achievements: Swedish Champions (Winners 2001, Runners Up 1922,
1982, 2003); UEFA Intertoto Cup (Winners 2007); Swedish Second
Division (Winners 1989, 1991, 1993, 1997, Runners Up 1996), Swedish
Football Cup (Runners Up 1977, 1983, 2010).
About AEG Worldwide
AEG is one of the leading sports and entertainment presenters in
the world. AEG, a wholly owned subsidiary of the Anschutz Company,
owns or is affiliated with a collection of companies including over
100 of the world's preeminent facilities such as STAPLES Center
(Los Angeles, CA), StubHub Center (Carson, CA), Best Buy Theater
(Times Square, New York), Sprint Center, (Kansas City), Target
Center (Minneapolis, MN), Mercedes-Benz Arena (Shanghai, China),
MasterCard Center (Beijing, China), O2 World Hamburg, Allphones
Arena (Sydney, Australia), Ericsson Globe Arena and Tele2 Arena
(Stockholm, Sweden), O2 World arena (Berlin, Germany) and The O2
arena and entertainment district (London, England) which are all
part of the portfolio of AEG Facilities. Developed by AEG, L.A.
LIVE is a 4 million square foot / $2.5 billion downtown Los Angeles
sports, residential & entertainment district featuring Nokia
Theatre L.A. LIVE and Club Nokia, a 54-story, 1001-room convention
"headquarters" destination along with entertainment, restaurant and
office space that "officially" opened in 2010. In addition to
overseeing privately held management shares of the Los Angeles
Lakers (NBA), assets of AEG Sports include franchises and
properties such as the LA Kings (NHL), MLS Cup Champion Los Angeles
Galaxy, Hammarby Fotboll Club (Sweden), two hockey franchises in
Germany, the Amgen Tour of California cycling race and Bay to
Breakers foot race. AEG Live, the company's live-entertainment
division, is the world's second largest concert promotion and
touring company and is comprised of touring, festival, exhibition,
broadcast, merchandise and special event divisions with fifteen
regional offices. AEG Global Partnerships, a division responsible
for worldwide sales and servicing of sponsorships naming rights and
other strategic partnerships and AEG Merchandising, a multi-faceted
merchandising company are also core business units of AEG. In 2010,
AEG launched its AEG 1EARTH environmental program with the
announcement of 2020 environmental goals and the release of the
industry's first sustainability report while in 2011, AEG
introduced axs ticketing, the first phase of its new entertainment
platform serving as the company's primary consumer brand which will
also feature a mobile service as well as a video content service
now in development.
For additional information, visit www.aegworldwide.com.
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