SBD Global/January 30, 2013/Marketing and Sponsorship

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  • ManU Reaping Benefits Of Sponsor Deals To Bring In High Commercial Revenue

    ManU’s commercial revenue "is now approaching an astonishing" $204M a year and “will only continue to rise,” according to Laurie Whitwell of the London DAILY MAIL. There are “no fewer than 32 companies listed as sponsors of the club" on its official website and this does not even include three -- "somewhat peculiar" -- deals announced this month. First there was “the tie-up with Indonesian tire manufacturer Multistrada on January 7, then came Wahaha, a Chinese soft drinks producer, a week later, and on January 18 we heard Japanese paint manufacturer Kansai had become the club’s first ‘paint partner.’” Each contract will run for three years, and business experts speculate they are worth between $1.6-3.1M annually. These are the “types of deals staff in United’s recently-opened office in Hong Kong are striving to sign; brands specific to regions.” There also is the club’s shirt sponsorship with Chevrolet, which will come into effect from '14. At the start of that season it will be worth $69M a year, increasing by 2.1% annually to'21 -- totalling an incredible” $559M. These numbers “do not make it into United’s current take home from sponsorship," but the $18.9M Chevrolet has paid to "have its logo on the Old Trafford dugout seats this season does.” Aon pays United $31M a year “to sponsor the shirt currently," while DHL since '10 has paid $16M a year "to feature on the team’s training kit.” In addition, it costs Nike around $40M “to supply United’s kit each season but talks will begin next month over a new deal which should dwarf that amount.” Brand Finance Valuation Dir David Chattaway, whose company “worked with United on a consultancy basis a few years ago," said that there was "plenty of mileage left in sponsorship deals and suggested Australia and USA would be the next markets targeted” (DAILY MAIL, 1/29). Meanwhile, ManU announced that Singha has renewed its deal as the official beer partner of the EPL club. The original three-year agreement is extended by another three years to '16 (ManU).

    MANCHESTER UNITED CLUB SPONSORS
    SPONSOR CATEGORY
    ANNUAL VALUE
    Nike Kit supplier
    $40M
    Aon Shirt sponsor
    $31M
    Chevrolet Auto
    $18.9M
    DHL Logistics
    $15.7M
    Hublot Timekeeper
    $6M
    Bwin Online game and betting
    $3.8M
    Singha Beer
    $3M
    Casillero Del Diablo Wine
    $3M
    Thomas Cook Travel
    $2M
    Smirnoff Responsible drinking partner
    $1.6-3M
    Toshiba Medical Systems Medical
    $1.6-3M
    STC Integrated telecommunications (Saudi Arabia)
    $1.6-3M
    PCCW Integrated telecommunications (Hong Kong)
    $1.6-3M
    Turkish Airlines Airline
    $1.6-3M
    Epson Office equipment
    $1.6-3M
    Mister Potato Savoury snack
    $1.6-3M
    Yanmar Global
    $1.6-3M
    TM Integrated telecommunications (Malaysia)
    $1.6-3M
    Globacom Integrated telecommunications (Nigeria, Ghana, Benin)
    $1.6-3M
    Viva Kuwait Integrated telecommunications (Kuwait)
    $1.6-3M
    MTN Integrated telecommunications (South Africa, Zambia, Rwanda, Uganda, Swaziland, Botswana)
    $1.6-3M
    Airtel Integrated telecommunications
    (India, Sri Lanka, Seychelles, Bangladesh)
    $1.6-3M
    Zong Integrated telecommunications (Pakistan)
    $1.6-3M
    Globul Integrated telecommunications (Bulgaria)
    $1.6-3M
    Mamee Noodles (Asia, Oceania, Middle East regions)
    $1.6-3M
    Viva Integrated telecommunications (Bahrain)
    $1.6-3M
    Turk Telekom Integrated telecommunications (Turnkey)
    $1.6-3M
    A.P. Honda Motorcycle (Thailand)
    $1.6-3M
    Airtel Africa Integrated telecommunications (Burkina Faso, Chad,
    Democratic Republic of the Congo, Gabon, Kenya,
    Madagascar, Malawi, Niger, Sierra Leone, Tanzania,
    Republic of the Congo)
    $1.6-3M
    Beeline Integrated telecommunications (Vietnam, Cambodia, Laos)
    $1.6-3M
    Bakcell Integrated telecommunications and broadcast partner (Azerbaijan)
    $1.6-3M
    Kagome Soft drinks (Japan)
    $1.6-3M
    Wahaha Soft drinks (China)
    $1.6-3M
    PT Multistrada Tire
    $1.6-3M
    Kansai Paint
    $1.6-3M

    Print | Tags: Marketing and Sponsorship, United Kingdom
  • Marketplace Roundup: Tottenham Appoints VBM To Extend Brand In Australia, New Zealand

    Premier League club Tottenham Hotspur has appointed Australasian licensing agency Velocity Brand Management to extend its brand in Australia and New Zealand. VBM has "already signed the club’s first new licensee in the region" with ISC signed on for leisurewear (LICENSE MAG, 1/29). ... Real Madrid striker Cristiano Ronaldo "will design a line of men's underwear" for Danish company JBS Textile Group. The line will consist of two collections, "one styled more for young people and the other for men more interested in fashion" (EFE, 1/29). ... German Handball Bundesliga (HBL) club Füchse Berlin has agreed to a new sponsorship deal with candy company Kaiser. The company's logo will be featured on the players' jerseys during the second half of the current HBL season, which starts on Feb. 6. In addition to the shirt sponsorship, Kaiser plans promotional events in collaboration with the club as well as an intensive use of social media on game days (Füchse Berlin). ... Former Real Madrid and Barcelona players Luis Figo and Luis Enrique will become the new brand ambassadors of Banco de Sabadell in a campaign that will air "in the upcoming days" (MUNDO DEPORTIVO, 1/29). ... ExxonMobil Qatar announced its support for the Qatar Cycling Federation as the Gold Jersey Sponsor of the 2013 Ladies Tour of Qatar and 2013 Tour of Qatar "for the fourth consecutive year." The Ladies Tour of Qatar began Tuesday and will go through Friday, while the Tour of Qatar will be held from Sunday until Feb. 8 (GULF TIMES, 1/28).

    BRAZIL DEALS: Brazilian club Goiás "is very close to renewing" its sponsorship deal with Hospital do Coração Anis Rassi for another six months. The final details of the deal "should be finished by the end of the week." Goiás won the Brasileiro B last season and will be playing in the Brasileiro this season (MAQUINA DO ESPORTE, 1/28). ... Brazilian club Santa Cruz has announced a new sponsorship with retail company Magazine Luiza. The retailer will have its logo on the upper back of the team's uniform (MAQUINA DO ESPORTE, 1/29).

    Print | Tags: Marketing and Sponsorship
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