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Lagardère Unlimited announces its partnership with Barwa Addax


Archives Lagardère Sports and Entertainment

Paris, February 9, 2011

Lagardère Unlimited, the sport industry and entertainment company of the Lagardère group and the Qatari / Spanish racing team Barwa Addax have signed a partnership agreement that includes the presence of the Lagardere Unlimited logo on the Addax GP2 and GP3 Cars.

The agreement between Lagardère Unlimited and Addax will focus on the sponsorship activities in GP2 and GP3 and eventually also in f1. Lagardere Unlimited will joint efforts with Addax in signing new sponsors for the team.

Lagardère Unlimited joins the following partners of the Barwa Addax team; The Qatari real estate company Barwa, the largest bank in the eurozone Banco Santander and the  clothing company Pepe jeans.

Barwa Addax has succeeded in placing 4 drivers in F1 in the last 3 years: Romain Grosjean (Renault), Lucas di Grassi (Virgin), Vitaly Petrov (Lotus Renault) and Sergio Perez (Sauber). The Team was GP2 runner up last season, and champion the year before.

Alejandro Agag, team principal and owner of the Barwa Addax team declared:
‘We are very excited about our partnership with Lagardère Unlimited. The potential and vast network of Lagardère Unlimited makes them the perfect partner for a team like ours which has a strong global focus when it comes to sponsorship. We are positive that the  corporation between both our companies will bring great results in the future.’

Lawrence Frankopan, president of Lagardère Unlimited UK expressed: ‘The link with Barwa Addax team gives us a great tool in which to enter the motorsports sponsorship market. We are pleased to be linked to a team like Barwa Addax, which has had such strong results within GP2. We feel that GP2 is a good platform for sponsors seeking to approach F1 at a later stage, and this is a market in which we see great potential.’

Among its businesses, the talent management business unit of the Lagardère group, Lagardère Unlimited, representing some of the world’s best athletes in Sports and Entertainment, including Tennis, Football, Basketball, Rugby, Mixed Martial Arts, Fencing, Track and Field, Swimming, Motorsports, Cricket, Golf, Coaches, Living Legends and Entertainment.
Lagardère Unlimited also works in the areas of broadcast rights, corporate marketing initiatives, and sports properties for sales/sponsorship opportunities. The company operates worldwide with offices in NY, LA, Miami, Paris, Singapore. Currently, Lagardère Unlimited represents some of the best sporting clients around the globe; including Andy Roddick, Magic Johnson, John Wall, Dwight Howard, Randy Moss, Sachin Tendulkar, Joakim Noah, Gaël Monfils and Justine Henin.

Press contact:

Luthna Plocus - Head of Communication and External Relations - + 33 1 40 69 16 66 -

Lagardère is a pure media group (books, press, broadcast, digital, travel retail and press distribution, sport industry and entertainment), and is among the world leaders in the sector. Lagardère shares are listed on Euronext Paris (Compartment A).

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