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SBD Global/July 31, 2012/Marketing and Sponsorship

Marketplace Roundup

Paris St. Germain and marketing agency Sportfive have jointly agreed to end their exclusive collaboration, effective immediately. PSG's new strategy will see the club take direct charge of the development of revenue and internalize the commercialization of its own marketing of rights and hospitality (PSG).

ALL IN A NAME: Malaysian multinational Sime Darby has renewed its naming rights sponsorship of LPGA Malaysia for three more years. The deal was set to expire at the end of this year (ASIASPONSORSHIPNEWS.com, 7/30).

FLY HIGH: South Korean airline Korean Air has become a major sponsor of the Int'l Boxing Association and "heavily leveraged the new deal" in the lead up to the London Games through the association's "Road to London" program. The initiative was opened up to men and women boxers that had qualified for the Olympics but did not have adequate training facilities at their disposal (ASIASPONSORSHIPNEWS.com, 7/30).

ONE FOR ANOTHER: A-League Melbourne Victory FC has taken the naming rights to Football Federation Tasmania's new state football league on a three-year deal. Football Federation Tasmania recently combined its northern and southern leagues into a state-wide competition. Melbourne Victory, which plays some of its pre-season matches in the state, will make a "significant financial contribution to the league." The league will be named the "Victory League"  (SPONSORSHIPNEWS.com.au, 7/30).
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