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SBD/April 9, 2014/Marketing and Sponsorship
Published April 9, 2014
ENJOY THE RIDE: MARKETING DAILY's Karl Greenberg reported Nissan has "inked a four-year global partnership" with the UEFA Champions League, including the UEFA Super Cup. Nissan said that the partnership is its "largest ever sponsorship," and makes it an "official partner worldwide" from this year through the '17-18 seasons. Nissan said that it will "have full rights to the matches, pre-match training sessions, content, media, hospitality, events and the Final" (MEDIAPOST.com, 4/7).
KEEPING THE BEAT: ADWEEK's Tim Nudd noted Beats by Dre has "advertised its premium pair of noise-cancelling headphones, Beats Studio Wireless, in three darkly compelling ads" featuring Nets C Kevin Garnett, 49ers QB Colin Kaepernick and Seahawks DB Richard Sherman. A fourth spot "heads to Spain and an even more intense sports culture: the El Clásico rivalry" between La Liga clubs FC Barcelona and Real Madrid. Barcelona MF Cesc Fàbregas in the ad "leaves his hotel and boards a bus, under police escort, watching intently as the crowds swell, their chants grow louder, and the tension seems poised to become violent." One fan "throws a red flare at the bus," but Fàbregas "calmly slips on his Beats, as Aloe Blacc's 'The Man' starts to play" (ADWEEK.com, 4/8).