SBD/2/Sponsorships Advertising Marketing

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  • RONALDO KEEPS THE (PIRELLI) WHEELS SPINNING AT INTER MILAN

              The marketing of Inter Milan soccer star Ronaldo was
         examined by Paul Betts of the FINANCIAL TIMES.  Inter Milan
         has sold more than 30,000 Ronaldo No. 10 T-shirts and the
         team now has a team catalogue of 50 branded items.  The
         team's gift shop, which had been open on game days only, is
         now open all week and has sold 2,000 Ronaldo shirts in the
         "past 12 days."  Betts wrote that the Brazilian star "has
         also been a phenomenal deal for Pirelli, the Italian tyre
         and cable company with a stake in Inter.  Pirelli is
         investing heavily in Brazil, where it will soon have its
         biggest tyre manufacturing plant, even larger than its
         Italian facilities.  What Pirelli is paying to have its name
         on Ronaldo's Inter shirt is peanuts, considering the
         exposure it gives the company in his home country."  Betts
         added that Ronaldo is "about to launch a new collection of
         sportswear sponsored by Nike" (FINANCIAL TIMES, 1/31).
    
    

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  • SLING BLADE: AMERITECH TO BACK U.S. SPEEDSKATING TEAM

              U.S. Speedskating "finally has found a heavyweight,
         cash-paying sponsor," after agreeing to a five-year, $1.2M
         sponsorship deal with IL-based Ameritech, according to
         Charles Gardner of the MILWAUKEE JOURNAL SENTINEL.  Gardner
         reported that "it is the first major sponsorship landed" for
         the WI-based U.S. longtrack speedskating team.  The deal is
         with Ameritech and Security Link, a division of Ameritech 
         (Charles Gardner, MILWAUKEE JOURNAL SENTINEL, 1/30).  
    
    

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  • VISA TO GET POSTAL PLUGS FOR U.S. CYCLING TEAM SPONSORSHIP

              Visa has signed a sponsorship agreement with the U.S.
         Cycling team "that gets its brand on the team's jerseys and,
         more importantly, gets it the rights to do more promotions
         with the team's other corporate supporters," according to
         Terry Lefton of BRANDWEEK.  The "biggest lure: the 33,000
         locations of the U.S. Postal Service, Visa's largest
         merchant client," which is also the team's title sponsor. 
         Sources described the one-year deal, with a renewal option,
         as "in the low to mid-six figures."  Lefton adds that Visa
         will also receive signage at races, official card status,
         tickets and hospitality, rights to athlete appearances and
         the ability to develop promos with Trek and the other team
         sponsors as well as the USPS (BRANDWEEK, 2/2 issue).
    
    

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