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Household appliance manufacturer Teka has become the primary sponsor of the Real Madrid basketball team, after a 14-year break.
The deal comes after Real Madrid president Florentino Pérez and Teka president Arturo Baldasano signed an agreement that will bind the two organisations for three years.
The Teka logo will appear exclusively on the front and back of game shirts, plus kit, training and leisure wear. It will also be featured on the Club's main advertising vehicles and on the regular playing court of Madrid's Sports Arena.
At the sponsorship annoucement, held at the Bernabéu, Arturo Baldasano said: "Our group is an iconic trademark that has to be with the best and that is why we want to manage the sponsorship of Real Madrid. We're returning to the Real Madrid basketball team because we're convinced that sports sponsorship is one of the best investments that can be made in terms of brand promotion. It affords enormous visibility, both national and international, transfers values that we share fully and are conveyed to consumers through activity such as sport and, therefore, reinforces the identity of the trademark and draws us close to an appealing public in business terms."
Florentino Pérez commented: "Throughout our history Teka has been one of our talisman sponsors and together we have experienced the immense joy of winning 15 titles. In football, two European Cups, one Intercontinental Cup, three Leagues, one King's Cup and two Spanish Cups; and in basketball, one European Cup, one Cup Winners' Cup, three Leagues and a King's Cup. It is a company that, for eight years from 1993 to 2001, was closely linked to Real Madrid sharing titles and records."
Pérez concluded: "This act has very special connotations. Today, Real Madrid is once again linking its name to a multinational that knows perfectly well what this club's values, demands and dreams are. The first step in the new season begins here through this partnership. We want our ninth European Basketball Cup, we want new titles and to once again pay back to our fans all the affection they've shown to us."