SBD/February 1, 2011/Marketing and Sponsorship

Marketplace Roundup

Heineken reportedly will be the official beer supplier of the '12 London Games
MARKETING magazine’s John Reynolds reported Heineken is “due to be revealed as the official beer supplier of the London 2012 Olympics and Paralympics.” Heineken will “supply alcohol, mainly to hospitality outlets, and will be granted marketing rights at the games.” The deal is set to be announced "within the next two weeks." It had been speculated that LOCOG “wanted to sign a commercial deal with a British drinks manufacturer.” Heineken has "invested in sponsorship deals in previous Olympics," including with the British Olympic Association for the ‘04 Athens Games (, 1/31).

SHOW ME THE MONEY: In Indianapolis, Curt Cavin reports Florida-based CV Sports Marketing claims that IndyCar and the Indianapolis Motor Speedway “owe it millions of dollars for attracting Izod as a title sponsor of the IndyCar Series.” CV Sports Marketing said that it helped IndyCar “reach an apparel sponsorship agreement with Izod in 2008, and that agreement turned into a title sponsorship in 2009.” The lawsuit claims that IndyCar initially paid 10% “of the annual apparel sponsorship to CV Sports Marketing but didn’t pay commission on the title sponsorship.” The suit claims the title sponsorship is now worth between $90-100M, and CV Sports Marketing “should have received a cut of that money” (INDIANAPOLIS STAR, 2/1).

SMOKING BAN: REUTERS’ Alan Baldwin noted Renault F1 Chair Gerard Lopez “dismissed concern on Monday that his Lotus-backed team's new black and gold livery could fall foul of anti-tobacco legislation.” Some contend that Renault “could be in breach of strict anti-tobacco advertising laws” when it competes in Canada because of the past association with Imperial Tobacco. Lopez said, “Number one, we have no relationship with a tobacco company. Even if we had had, there is another famous team racing around in a colour that is ... very close to a cigarette manufacturer." Ferrari is the “only outfit still sponsored by a cigarette maker, Philip Morris's Marlboro brand.” But there is “no branding on the car or uniforms, other than the red and white colours” (REUTERS, 1/31).
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