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SBD Global/April 12, 2013/Marketing and SponsorshipPrint All
Gillette "has struck a marketing partnership" with F1 team Vodafone McLaren Mercedes, as the brand's owner Procter & Gamble "looks to develop a footprint in Formula 1 and tap into its global appeal," according to John Reynolds of MARKETING WEEK. The "wide-ranging deal initially runs in Asia, but could be extended globally should it prove successful." Until now, Gillette-owner P&G "has not had a direct sponsorship involvement with F1 or an F1 team." The partnership "will run thoughout 2013 and will include dedicated TV spots, a digital campaign and a series of in-store events running in Asia to highlight the partnership" (MARKETING WEEK, 4/11).
British Airways has signed a three-year deal with world No. 3 golfer Justin Rose "to support the company’s global marketing activity," according to Sebastian Joseph of MARKETING WEEK. The announcement "will see the British golfer appear in campaigns promoting the airline’s golf holiday packages." Rose "will also front activity for the airline’s charity initiative Flying Start with Comic Relief as well as make personal apprearances and appear at internal engagement functions." The airline’s logo "will also appear on his kit, starting with the first Major of the season," the Masters. British Airways "hopes to exploit the rising profile of Rose, who was one of the standout players in last year’s European win over the American team in the Ryder Cup" (MARKETING WEEK, 4/11).
Premier League club Sunderland "is close to announcing a new sponsorship partner to replace Invest in Africa on its jerseys," according to Tariq Panja of BLOOMBERG. Sunderland "is fighting to stay in the top division." Sunderland's hiring of Italian coach Paolo Di Canio earlier this month caused backlash due to his political beliefs, forcing some sponsors to review their ties with the team. Group Marketing Dir Mike Farnan said that media reports that Invest in Africa ended a two-year agreement signed last year because of Di Canio’s appointment "were inaccurate." Farnan also "denied the club withdrew from the pact because of concern over the business practices of Invest in Africa’s backer Tullow Oil Plc in Uganda." Farnan said, "The reality is it was a two-year deal with a year’s break clause. What’s happening is we will be announcing a major African conglomerate with 188,000 employees as a sponsor, and Invest in Africa will continue supporting us." Any agreement "won’t be announced until after Sunderland finds out what division it will be playing in." Farnan: "We’re hoping to announce it soon. The focus now is on making sure we secure our Premier League status." Sunderland "has focused on growing its supporter base in Africa, where it also does charity work." Farnan: "Africa is part of our long-term strategy, we’re not pulling out" (BLOOMBERG, 4/11).
Italian car manufacturer Fiat has signed Irish national football team coach Giovanni Trapattoni to become brand ambassador for its Fiat Professional line (MOTORVISION, 4/10). ... The Int'l Cycling Union (UCI) has renewed its partnership with BMX gate manufacturer ProStuff. Under this agreement, ProStuff will be the sole supplier of BMX gates for the next four years at all UCI BMX events (UCI). UAE midfielder Omar Abdul Rahman "was unveiled as an ambassador for UAE-based telecommunications service provider etisalat" (GULF NEWS, 4/11). ... Dorna Sports SL and tools company Stanley Black & Decker "have announced the extension of their partnership" through the end of the 2014 MotoGP World Championship. The global agreement sees Dewalt as official power tool supplier and Stanley as official tool supplier for the next two seasons (SUPER BIKE, 4/11). ... Rainham Steel has agreed to a deal to sponsor League One side Scunthorpe United's home and away shirts for the next two seasons. Although a price on the deal has not been made public, it is said to be worth a significant five-figure sum (SCUNTHORPE TELEGRAPH, 4/10). ... South African hotel and entertainment firm Tsogo Sun and Super Rugby side Western Province Rugby announced the signing of a three-year contract, "which sees Tsogo Sun securing the title of official hotel and casino partner to WP Rugby and the DHL WP representative teams" (ADVANTAGE MAGAZINE, 4/11).