SBD/Issue 87/Sponsorships, Advertising & Marketing
Northern Rock Renews Newcastle United Shirt Sponsorship Deal
Published January 19, 2010
|Northern Rock Renews Shirt
Sponsorship With Newcastle
EASTERN PROMISE: The BIRMINGHAM MAIL's Colin Tattum reports EPL club Birmingham City yesterday "became the first English side to appoint a Chinese firm as kit and leisurewear supplier" after signing a five-year, $12.8M deal with Xtep, China's "leading fashion sportswear brand." The club will receive $11.5M from Xtep and $1.3M "worth of sportswear bearing the Xtep logo during the five-year period to May 2015." Xtep also will pay up to $650,000 "should [the] Blues win league or cups, domestically or in Europe." As part of the deal, a "minimum of eight Blues matches will be televised on China's CCTV5 sports channel and players will participate in promotional activities for Xtep in China during the close season." Also, "eight 'mega advertising billboards' bearing Xtep's logo and products will be made available" at St. Andrew's Stadium. Birmingham City Vice Chair Peter Pannu said players will "undertake product endorsements and that in itself can be an incentive for them to work hard and produce for the club on the pitch." Pannu said the Xtep deal is "just the tip of the iceberg as far as what [Owner] Carson Yeung is doing for us in China" (BIRMINGHAM MAIL, 1/19). Tattum noted Birmingham "had been negotiating with Italian manufacturers errea to replace current suppliers Umbro, whose contract finishes at the end of the season," and had "promised to ask supporters to help choose the design of the jerseys for the 2010-11 season" (BIRMINGHAMMAIL.net, 1/18).