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SBD Global/September 3, 2013/Marketing and SponsorshipPrint All
The English Football League "has announced a new partnership with YouTube that aims to give fans access to a raft of free online video content," according to SOCCEREX. Terms of the deal were undisclosed, but the agreement "will see the Football League’s online arm, FL Interactive -- which includes clubs from across the Football League, Premier League and non-league game -- launch official YouTube channels for more than 85 clubs, as well as the Football League itself. " Clubs "will also be able to use the video-sharing platform to showcase content available through their official website and also deliver YouTube content on their website" (SOCCEREX, 9/2).
WOMEN'S GOLF: Organizers said that the re-launch of the Ladies European Tour's YouTube channel has led to the channel receiving a 10-fold increase in subscribers to coincide with live streaming of the 2013 Solheim Cup (Ladies European Tour).
Official Olympic sponsors "are being beaten by non-affiliated rivals in the race for brand awareness ahead of next year's Sochi Winter Olympics and the 2016 Summer Games in Rio de Janeiro," according to REUTERS. Media tracking company The Global Language Monitor said in a "Sochi 2014 Ambush Marketing Outlook" that official sponsors "faced considerable pressure from those who contributed nothing to the Olympic movement." The report found that "10 of the top 15 companies it ranked by brand affiliation with Sochi were non-Olympic partners." In the same top 20 list, Olympic sponsors "filled the bottom five places." GLM President Paul J.J. Payack said, "The Olympics have the ability of make, break, energize, or hasten the decline of global brands." GLM put the cost of being a top Olympic partner at more than $1B over the four-year period between Summer or Winter Games. That cost includes rights fees payable to the IOC, the cost of advertising, merchandising and other marketing activities (REUTERS, 8/30).
The Circuit de Catalunya near Barcelona, which "hosts F1 and motorcycling, among other events," will now be called the Barcelona-Catalunya Circuit. The new venue name is "due to the sponsorship agreement with the Barcelona city council" and the "need to combine the tourism of the city with the circuit's activities." The agreement "could strengthen the venue, taking advantage of Barcelona's position and projection in the world" (EFE, 9/2). ... The Broadfield Stadium in Crawley, Engand, "has been renamed The Checkatrade.com Stadium" as part of a five-year sponsorship deal between League One side Crawley Town and the online company (CRAWLEY OBSERVER, 9/2).... Renault and French NBA player Tony Parker Friday announced a global partnership at the Chengdu Int'l Motor Show in China. Parker will promote the new Renault Koleos for two years (Renault). ... Int'l law firm Hogan Lovells "has reached a deal with the British Paralympic Association" to be its official legal services provider until the end of '16. The long-standing relationship between the two organizations "has existed since before the 2008 Beijing Paralympic Games" (BPA). ... Kontinental Hockey League and PepsiCo signed a cooperation agreement for one season. The partnership extends to three brands in the PepsiCo portfolio: Pepsi, Adrenaline Rush and Lay's (KHL). ... UAE Pro League club Al Nasr "has agreed a one-year extension to its partnership with Emirates NBD which will see the banking group continue as its main sponsor" (SOCCEREX, 9/2).