m4e Extends DFB, Panini Deal

GRUENWALD, December 9:
Through an extension of an existing agreement with German brand-management
and media company m4e, Panini
will continue to be the licensee of the German Football Association (DFB) until
the 2014 World Cup Finals in Brazil.

The new
contract offers Panini the rights to manufacture and distribute sticker
collections with albums and trading cards using the images of the players as
well as the DFB brand.

"The
long-standing DFB partner Panini has gained acceptance about a tendering
procedure and we are very pleased to be able to continue this successful
partnership also within the next years," said Hans Ulrich Stoef, the CEO
of m4e. "Particularly the last events with the FIFA World Cup 2006 and the
UEFA European Cup 2008 have shown that this partnership has led to increase the
sales with stickers and trading cards compared with the events of the past
excessively. The enormous flexibility of all partners and the creative putting
into action of new cross-promotion possibilities have
proven the success of the partnership."

m4e
concluded several other license agreements on behalf of the DFB. Heye-Verlag,
Unterhaching, will publish a comprehensive calendar program over the next four years.
The existing licensing agreement with the Teepe Sportverlag has been extended
up to 2011. The contract covers the DFB Quartet, Skat playing cards as well as
the DFB magic cube, which will continue to be available in the sports and toys
retail trade.

—By
Kristin Brzoznowski