SBD Global/October 11, 2012/Marketing and Sponsorship

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  • Chelsea FC Agrees To Two-Year Deal With Grand Royal Whisky

    Chelsea FC has signed a deal with a Myanmar-based whiskey brand to become the club's official whiskey, according to John Reynolds of MARKETING MAGAZINE. The club claims it to be "the first time an advertising deal has been agreed between Myanmar and a western brand." The agreement involves Myanmar-based Int'l Beverage Trading Company and its flagship Grand Royal Whisky brand. The deal is for two years, starting with the '13-14 season. As part of the contract, the club will visit the country in a preseason tour. It is also the first time Chelsea has signed an official whiskey partner. Sports agency Sports Revolution brokered the deal (, 10/11).

    Print | Tags: Marketing and Sponsorship, United Kingdom
  • Canadian Soccer Association Signs Long-Term Partnership With Bell

    The Canadian Soccer Association agreed to a long-term partnership agreement with new premium partner telecom company Bell Canada. Bell's partnership provides the CSA with financial and marketing support for Canada's national teams and the sport across the country. Also, all World Cup qualifiers featuring Canada will be available live on Bell Mobile TV beginning with the men’s national team’s match against Cuba on Friday and its match against Honduras on Tuesday. Both games will be broadcast on Bell superphones, smartphones and tablets. Bell’s logo will be featured on training kits and apparel used by all of Canada's national teams. Select training apparel will also be made available for public purchase in '13 (CSA).

    Print | Tags: Marketing and Sponsorship, North America
  • Spain, NBA Minnesota Timberwolves Player Ricky Rubio Signs $100M Adidas Deal

    Adidas and NBA Minnesota Timberwolves PG Ricky Rubio, of Spain, have agreed on a 12-year $100M partnership, according to Reports of a possible deal first surfaced in the spring, but nothing had been made official until now. Adidas' two other big NBA stars under contract are Chicago Bulls PG Derrick Rose and L.A. Lakers C Dwight Howard  (, 10/11). Adidas Global Basketball VP Lawrence Norman said, "When you watch Ricky on the court and talk to him after practice, you understand his pure enjoyment of playing basketball and that makes him a perfect fit for our brand." Rubio said, "Growing up in Spain I always loved the adidas brand and their products. The last few years they’ve really changed the game with new technology and style in basketball shoes and apparel, and I can’t wait to be a part of it" (adidas).

    Print | Tags: Europe, Marketing and Sponsorship, North America
  • Telkom Agrees To Five-Year Extension With South Africa's Premier Soccer League

    South Africa state-owned communications company Telkom has agreed to a five-year sponsorship deal with Telkom Knockout trophy, a "competition amongst 16 South African Premier Soccer League teams," according to Terms of the contract were not disclosed. The agreement extends the partnership Telkom has had with the competition since '06. Telkom is "one of four companies" associated with the PSL. Bank Absa and telecom company MTN renewed their deals in August while Nedbank, sponsor of Nedbank Cup, is "likely to extend its deal with the PSL." Furthermore, Telkom will continue giving to the needy, with the player-nominated Man of the Match in each of the 15 games "having a charity of his choice" receive a check for 5,000 rand ($571) (, 10/9).

    Print | Tags: Africa, Marketing and Sponsorship
  • Newcastle's Muslim Players Unlikely To Protest Wonga Deal, Sources Say

    EPL club Newcastle United is "unlikely to face the threat of a protest or boycott" from its four Muslim players over the controversial £25M ($40.1M) sponsorship deal with short-term loans company Wonga, according to Jason Mellor of the LONDON TIMES. Concerns have been raised that Newcastle’s Islamic players Demba Ba, Papiss Demba Cissé, Hatem Ben Arfa and Cheik Tioté "could refuse to wear shirts carrying the company’s logo under the observance of Sharia." The club made no official comment on the issue Wednesday night, "but sources close to the team played down the prospect of any form of protest or refusal to wear the shirt once the new deal comes into effect" next season. The Muslim Council of Britain has insisted that there is an "element of personal choice in how closely this particular strand of Sharia is followed." Sources "close to the four players" noted that a protest "would run the risk of hypocrisy" because of Newcastle’s previous shirt sponsors, Virgin Money and Northern Rock, both also money lenders (LONDON TIMES, 10/11).

    Print | Tags: Marketing and Sponsorship, United Kingdom
  • Euroleague Basketball Agrees To Partnership With Spalding

    Euroleague basketball revealed a new partnership deal that makes int'l sports equipment company Spalding the global provider of the official ball for both the Turkish Airlines Euroleague and the Eurocup during the next five seasons. Spalding has been working with Euroleague basketball this summer to introduce Spalding balls at the upcoming Turkish Airlines Euroleague qualifying round. Spalding and Euroleague basketball will continue the development of the exclusive Euroleague basketball ball during the regular season and the top 16 to launch the league's official ball in the playoffs phase of the '12-13 Turkish Airlines Euroleague (Euroleague).

    IN OTHER NEWS: Euroleague basketball and AEG will partner to bring the Turkish Airlines Euroleague Final Four to London's O2 arena. The agreement includes a mutual option to play the '14 edition at the O2, as well. This marks the first time that a European basketball title game will take place in the U.K. (Euroleague).

    Print | Tags: Marketing and Sponsorship, Europe
  • Marketplace Roundup: Adidas To Sell Flamengo Jerseys In At Least 1,500 Stores

    Adidas' contract proposal to Brasileiro club Flamengo includes a promise to sell the club's jerseys in a minimum of 1,500 stores worldwide. The sportswear company will also have a spot on its website dedicated to all the team's merchandise (, 10/11). ... The Spanish Football Federation (RFEF) has agreed to a partnership through '14 with mineral water brand Cabreiroá (RFEF). ... Norwegian sports brand Swix is the new title sponsor of Ski Classics. The long distance cross country ski championship will now be called the Swix Ski Classics (Swix). ... Sportfive Int'l has signed online betting company bwin to sponsor its Qualifiers 2014 marketing program. The package will deliver perimeter advertising exposure for the int'l online betting company across Sportfive's marketing rights portfolio (Sportfive). ... Ligue 1 Paris St. Germain goalkeeper Salvatore Sirigu has extended his partnership with German sports glove supplier Reusch. The agreement will see Sirigu continue to wear the Reusch Keon gloves until the end of the calendar year before he switches to the Reusch Argos in January (, 10/11).

    DOWN UNDER: National Rugby League club South Sydney Rabbitohs re-signed its shorts sponsor Alcatel. The mobile phone brand's logo will continue to appear on the players' home and away playing shorts through '13 (Rabbitohs). ... Australia's National Basketball League club Melbourne Tigers signed on Pendo Industries as a sponsor for the '12-13 season. Pendo will be featured on the players' singlets for at least the first two games of the regular season (Tigers). ... Audi has become an official partner of Golf Australia. The partnership will see Audi involved in growing grassroots golf in the country. Already, Audi sponsors the Audi quattro Cup for amateur golfers, as well as partners with tournaments on the European Senior Tour and Ladies European Tour (Golf Australia).

    Print | Tags: Marketing and Sponsorship
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