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SBD Global/July 3, 2013/Marketing and SponsorshipPrint All
British tennis player Laura Robson’s winning run may have come to an end at Wimbledon, but the 19-year-old "could see a staggering boost in earnings off the court" to more than £1M ($1.5M), according to Nick Clark of the London INDEPENDENT. Robson’s off-court earnings are estimated to be between £300,000 ($455,000) and £500,000 ($758,000). Sports marketing agency Brand Rapport Dir Nigel Currie believes after the tournament “she has the potential to double those earnings over the next year," possibly into seven figures. Currie: "Laura is a very hot property. She’s very young, good looking and very personable. This Wimbledon is vital as she has shown she can win matches." Robson’s big-money sponsorship deals currently include adidas and Virgin Active. Currie said, "Britain hasn’t had a top woman player for a generation. There will be sponsor offers flooding in after this. Marketers look for potential. She has shown she has something about her." Robson "has a small team ensuring that progression compared with some players," and at the heart is Miles Maclagan, who used to play a major role in Andy Murray’s entourage. Maclagan "has been employed on a trial basis" for the grass-court season, which ends with Wimbledon, but "it would be no surprise if the arrangement becomes permanent after Robson’s winning run over the last fortnight" (INDEPENDENT, 7/1).
Adidas Senior VP of Global Football Markus Baumann told SBD Global that the company is planning its biggest marketing campaign ever to achieve its goal of breaking €2B ($2.6B) in global football sales in '14. Baumann: "We will launch the biggest brand campaign in 2014, focusing on all channels -- classical brand marketing, point-of-sales solutions and also a very strong push on social-media sites, where the majority of our consumers are present on a regular basis." Adidas, which is an official partner of FIFA and the 2014 World Cup tournament in Brazil, will divide the year-round campaign into different segments to fully capitalize on the global event. Baumann said, "It will be a campaign that will run throughout the year, with different chapters over the course of the year. We want to export the World Cup and the Brazilian feeling from Brazil into the rest of the world because the World Cup is a global platform. We also believe that consumers in Asia, Europe, North America, and Africa want to be part of it. We will make sure to really approach them and get in touch with them through our World Cup campaign and our World Cup activities." However, Baumann was reluctant to get into too much detail. He said, "I don’t want to release too many insights yet in order to keep it a little secret and surprise for our consumers and competition." Lionel Messi, arguably the biggest name in adidas' portfolio of football players, will without a doubt play a big role in the company's campaign. Baumann: "[Lionel Messi] will probably be the icon of the World Cup 2014 together with the Argentinian team. We will use Leo Messi for our product strategy and also our communication strategy in 2014."
Serie A side Inter Milan has confirmed that Deutsche Bank has "become the official banking partner of the club," according to FOOTBALL ITALIA. The Frankfurt-based company "has taken its first foray into the world of Italian football by joining with the Nerazzurri." Inter Milan GM Marco Fassone said, "We have taken an important step" (FOOTBALL ITALIA, 7/2).
Swiss Super League club FC Zürich will lose its title sponsor TalkEasy. The telecom and entertainment specialist will not extend the contract with the club, which is set to expire at the end of the season (FC Zürich). ... Toyota has become the official car supplier for the Rugby Football League in the U.K. and to England head coach Steve McNamara. Under the three-year agreement, Toyota will provide the RFL with a fleet of 50 U.K.-built Auris hatchbacks. These will be used across the organization, principally by performance and development staff, and are expected to cover more than a million miles per year (THE AUTO CHANNEL, 7/1). ... P&N Bank has been named the official member partner of the Australia National Basketball League's Perth Wildcats (P&N Bank).