SBD Global/May 9, 2013/Marketing and Sponsorship

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  • Badminton England Partners With Adidas Ahead Of London Grand Prix In October

    Badminton England announced a new partnership with adidas for the London Grand Prix, part of the Badminton World Federation's Grand Prix Gold event series. The event, which is to take place at the Copper Box on Queen Elizabeth Olympic Park from Oct. 1-6, is the first major badminton partnership for adidas. The partnership also sees adidas confirmed as the first partner of the new SmashUp! program set to be launched into secondary schools and local communities across the country in the summer (Badminton England).

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  • Flamengo Agrees To One-Year Deal With Caixi As New Major Shirt Sponsor

    Brasileiro club Flamengo has agreed a one-year deal with government-owned financial institution Caixa "to become its new main shirt sponsor," according to SOCCEREX. Caixa will pay a reported R$25M ($12.4M) "for the right to display its logo on the Rio de Janeiro club’s shirt," with current main sponsor Peugeot "moving to the back of the shirt." The deal "has yet to be granted final approval by the club’s advisory board." However, the deal was made possible after Flamengo "was able to demonstrate that it has cleared all tax debts with federal, state and municipal enterprises." The partnership comes after Corinthians agreed to a shirt sponsorship deal with Caixa in November, with the club claiming that "the agreement marked the most lucrative of its kind in Brazilian football." Caixa is paying $14.9M for the right to display its logo across the front of the São Paulo club’s shirts through the end of the year (SOCCEREX, 5/8).

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  • Globacom Signs $12M Contract To Sponsor Nigerian Professional Football League

    Telecom company Globacom has agreed to a 1.9B naira ($12M) sponsorship deal with the Nigeria Premier League, according to SUN NEWS ONLINE. The deal, announced at the Mike Adenuga Towers in Lagos, will run "for the next three years." In the breakdown of the package, the league would receive the sum of 550M naira ($3.5M) in the first year, with a 10% increment "in the second and third years respectively" (SUN NEWS ONLINE, 5/7). The PREMIUM TIMES' Aderonke Ogunleye wrote after two seasons without a sponsor, the Nigerian Professional Football League "finally sealed a major deal." The sponsorship of the Nigerian Premier League, now Nigerian Professional Football League, "had been enmeshed in crisis with two telecommunication giants, MTN and indigenous company, Globacom, battling to be named the official sponsors of the league." League Management Company COO Salihu Abubakar said that "club owners will benefit from the sponsorship deal." Abubakar: "Definitely club owners will get a share of the money accordingly, we are all working together, some money will be given to them for their own club use" (PREMIUM TIMES, 5/7).

    NEW BEGINNINGS: The DAILY TRUST's Orkula Shaagee wrote that the title sponsor "has promised to support all efforts by the league body aimed at making the apex football league in the country attractive." Globacom COO Mohamed Jameel said Globacom's primary reason for sponsoring the league "is to develop Nigerian football." LMC Chair Hon Nduka Irabor "described the event as a new beginning for the Nigerian football league" (DAILY TRUST, 5/8).

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  • Marketplace Roundup: Caribbean Premier League Signs IMG To Run Cricket Tournament

    The Caribbean Premier League has signed IMG "to assist in the delivery of the inaugural franchise-based tournament." IMG "will advise on the operational and commercial execution of the tournament," and be responsible for TV production and media distribution (JAMAICA OBSERVER, 5/8). ... Bundesliga club FC Nuremberg has extended its exclusive partnership with brewery Kulmbacher. The brewery has been a partner of the club for seven years. The two sides did not release any details about the contract length (FC Nuremberg). ... Second Bundesliga club FSV Frankfurt has extended its shirt sponsorship deal with cell phone retailer Sparhandy GmbH. The two sides signed a contract extension until June 30, 2015. The logo of the company will continue to be featured on the players' chests. Sparhandy has been the club's title sponsor since August (FSV Frankfurt). ... National Rugby League Cronulla Sharks have signed AVS Security to a three-year sponsorship. AVS Security will handle matchday security at Sharks Stadium, while also providing security at various events and functions at Sharkies Legends Club. AVS will receive matchday signage as part of the deal (Sharks).

    AUTO RACING SPONSORSHIPS: Int'l mobile communications company Truphone has become the official mobile telecom provider to Caterham F1 team. Truphone will provide all of Caterham F1 team's mobile telecommunications through a range of services and handsets (Caterham). ... Pack Easy AG is the new promotional partner of the Sauber F1 team (Sauber). ... Aston Martin Racing and Craft Racing AMR "have formed a partnership that sees the Asia-based race team responsible for developing the Aston Martin Racing brand in the region, through its participation in some of the major Asian racing series." The Asian team "will also collaborate on technical development with Aston Martin Racing, provide support for customer racing teams, as well as promote the sales of the Vantage-based race cars" (PADDOCK TALK, 5/7).

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