SBD Global/October 11, 2012/Marketing and Sponsorship

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  • Aviva Ends U.K. Athletics Sponsorship Deal After 13 Years

    British insurance company Aviva will not renew its 13-year sponsorship of British athletics despite the sport's "increased profile following the Olympic successes of Mo Farah and Jessica Ennis," according to Keith Weir of REUTERS. The deal "expires at the end of the year." U.K. Athletics has not named a replacement, but recent media reports suggested the sport was "looking to increase its revenues by doing deals with a range of partners, rather than one exclusive sponsor." The new agreement will be "a test of the commercial appeal of sports like athletics on the back of a highly successful" London Games. Aviva also sponsors English rugby's Premiership and EPL Norwich City (REUTERS, 10/10). MARKETING MAGAZINE's John Reynolds reported that the announcement of the split "follows a successful summer of athletics" during the London Games. It also follows the appointment of Paralympian Sophia Warner as U.K. Athletics commercial director. Aviva CMO Amanda MacKenzie said, "We feel now is the right time to pass on the baton to another organisation." The insurer and U.K. Athletics will split at the end of the year (, 10/10).

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  • Arsenal's Chamberlain Set To Sign 'Lucrative Deal' With O2

    Arsenal FC player Alex Oxlade-Chamberlain is set to "sign a lucrative deal" to become the new poster boy for telecom company O2, according to Sami Mokbel of the London DAILY MAIL. The player's representatives have entered into "formal negotiations" with officials from the company over a seven-figure per-year agreement for the 19-year-old to become the new face of its advertising campaigns. It is believed that the deal will be for the length of Chamberlain's current deal with the London club that expires in '16. The company's execs have pinpointed the young player as the "sportsman they want to lead their British-based promotions." Chamberlain "already has similar deals" with Nike, EA Sports and Disney (DAILY MAIL, 10/8).

    Print | Tags: Europe, Marketing and Sponsorship
  • Local University Partners With ARU Tournament Providing Training Facilities

    Bond University signed an agreement with the Australian Rugby Union to become a partner of the Gold Coast Sevens Fever Pitch 2012. The new partnership will see Bond University open its training facilities to the Qantas Australian Men's and Women's Sevens teams and to other teams competing in the 2012 Gold Coast Sevens Fever Pitch tournament on Saturday and Sunday. ARU Deputy CEO Matt Carroll said, "With Gold Coast set to host the 2018 Commonwealth Games, this partnership allows Bond University to build toward being a training location for the Qantas Australian Men's and Women's Sevens teams and other competing nations." He added, "While this is a deal for the 2012 tournament, ARU looks forward to working closely with Bond to develop a stronger and broader partnership in the near future" (ARU).

    Print | Tags: Marketing and Sponsorship, Australia
  • Li-Ning Officially Announces Deal With Dwyane Wade For Shoe, Apparel Line

    Chinese sportswear company Li-Ning and NBA Miami Heat G Dwyane Wade formally announced a multiyear partnership involving the creation of a new athletic footwear and apparel brand called "Wade." The brand will serve as the centerpiece of Li-Ning's int'l basketball strategy and be shaped by Wade's creative and strategic direction. The line will be available soon at Li-Ning retail stores and online throughout China, and is set to debut in the U.S. in ‘13. Financial terms of the deal were not disclosed. Wade will serve as Chief Brand Officer, and be responsible for guiding the creative direction of all Wade products. Prior to the official launch of his signature shoe, Wade will wear two specially-created Li-Ning-branded basketball sneakers during upcoming Heat games, including two preseason games to be played later this week in Beijing and Shanghai. Li-Ning also has plans to launch a Wade kids footwear and apparel line in the future. CAA Sports brokered the agreement for Wade (Li-Ning). XINHUA reported that Wade was in Bejing Wednesday for his deal with Li-Ning, "giving his respects to the company's boss Li Ning himself." Wade said, "I know him well. I've read many reports about him. Mr. Li is a very respectable person. He's done great job not only in sports, and I hope to have more cooperation with Li-Ning than sports." Li gave Wade the new shoes, the Way of Wade, for his upcoming games in China. The Heat will play two preseason NBA games against the L.A. Clippers in Beijing and Shanghai (XINHUA, 10/10).

    Print | Tags: Marketing and Sponsorship, China
  • Miami Heat, NBA Look To Expand Brand, Exposure During China Trip

    The NBA is “orchestrating its sixth China Games tour to enhance its largest market outside” the U.S., and the Miami Heat and “some of their players hope to cash in on the opportunity as well,” according to Craig Davis in a front-page piece for the South Florida SUN-SENTINEL. The trip coincides with Heat G Dwyane Wade “entering a sneaker deal with Chinese apparel brand Li-Ning.” Heat F Shane Battier, who endorses rival Chinese shoe and apparel brand Peak, said, "There is great potential because people love basketball in China. This is not a false enthusiasm. These people are passionate about the game." Among the planned events is “the first Fan Appreciation Day on Saturday in Shanghai, with Heat players leading a youth fitness clinic.” Battier said it will be "a dog-and-pony show once we get over there." But the Heat players are “prepared to roll with the demands and distractions.” They understand “it's all part of the global business of basketball -- even if business in China can be over the top.” Meanwhile, Heat officials are “coming with an agenda of their own, with meetings planned with a number of potential corporate sponsors.” The franchise already has “a deal with Peak, and in December, it entered into a high-profile partnership with Tsingtao beer.” Heat President of Business Operations Eric Woolworth said, "It's an opportunity for us to bring Chinese companies back to Miami." He added, “I think there are some real opportunities for us to do more." But Woolworth said that this is “foremost the NBA's gig -- they're footing most of the bill for the trip.” The NBA reported that sales of its merchandise in China have “grown 800% over the past five years.” Heat F LeBron James' jersey “is the No. 3 best-seller behind Kobe Bryant and Derrick Rose” (South Florida SUN-SENTINEL, 10/10).

    HOPPING ON BOARD: The NBA China Games will feature Heat-Clippers matchups Thursday at the MasterCard Center in Beijing and Sunday at the Mercedes-Benz Arena in Shanghai. They will have support from marketing partners including adidas, China Mobile, Emirates, Dongfeng Fengshen, Gatorade, Harbin Beer, Mengniu, SAP, Sprite, Subway and Visa. The brands are conducting a variety of grassroots events, consumer sweepstakes and media and retail promotions that will allow winning fans to attend the games and bring int'l exposure to the league. NBA China also will host the first Fan Appreciation Day this year on Saturday at the Oriental Sports Center in Shanghai (NBA China).

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  • Marketplace Roundup: Adidas Deal With Flamengo Close To Being Finalized

    Brasileiro club Flamengo VP Hélio Ferraz revealed that adidas "accepted to modify a couple points" in its contract proposal. The changes left board members of the club enthusiastic, and the deal is "well on its way to being finalized." Ferraz said, "We are advancing in the negotiations and are close to finalizing everything" (LANCENET, 10/10). ... Second Bundesliga club FC St. Pauli "extended its partnership with car brand Mini until '14." Mini, which is part of the BMW Group, "has been a partner of the club since '10." The deal was brokered by sports marketing agency UFA Sports (, 10/10).

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