SBD/July 29, 2011/Marketing and Sponsorship

Corner Kicks: EA Sports Tabs 13 Stars To Help Launch "FIFA Soccer 12"

EA Sports Friday announced a lineup of 13 international soccer stars that will help launch its "FIFA Soccer 12" video game on Sept. 27 in North America and Sept. 30 worldwide. The players will appear on game packaging, will be integrated into marketing and advertising campaigns, and will be utilized in social media activities. Manchester United F Wayne Rooney for the first time will appear on the cover of the game in North America. He will be joined on the cover by two additional players, with other stars to appear on covers in other countries (EA Sports).

PLAYER NATIONALITY
Manchester United F Wayne Rooney English
Real Madrid MF Kaká Brazilian
Arsenal MF Jack Wilshere English
AC Milan D Philippe Mexès French
Real Madrid F Karim Benzema French
Inter Milan F Giampaolo Pazzini Italian
FC Barcelona D Gerard Piqué Spanish
Real Madrid MF Xabi Alonso Spanish
Dortmund D Mats Hummels German
Everton MF Tim Cahill Australian
FC Basel MF Valentin Stocker Swiss
CSKA Moscow D Vasili Berezutski Russian
Anzhi Makhachkala MF Balázs Dzsudzsák Hungarian
   

STRIKING A DEAL: MLS Red Bulls F Thierry Henry has signed a multiyear endorsement deal with Puma, which becomes his performance and lifestyle footwear and apparel sponsor both on and off the pitch. Henry will take part in a wide variety of Puma consumer and trade programs. The first in-game activation of the partnership occurred Wednesday, when Henry made his worldwide debut in Puma cleats during the MLS All-Star Game against Manchester United (Puma).

UNDERNEATH IT ALL: MARKETING magazine's Oliver Luft reports MLS Galaxy MF David Beckham has partnered with retailer H&M to "sell his long-awaited underwear range in its shops." Beckham's Bodywear range "will be sold exclusively through H&M's 1,800 shops in around 40 countries worldwide." H&M will launch the line on Valentine's Day (MARKETINGMAGAZINE.co.uk, 7/28).

TAKING THE XTEP: Spanish La Liga club Villarreal has inked a five-year, $6.4M deal with Xtep Holdings, making the company the official technical sponsor and exclusive provider of sportswear and accessories for the team. Xtep's logo will adorn the club's jerseys as part of the agreement (Xtep). 

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