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SBD Global/September 18, 2013/Marketing and SponsorshipPrint All
Australia-based retailer Harvey Norman has agreed to a three-year naming rights deal with Football Federation Australia's Friday Night Football. Harvey Norman's deal is in collaboration with LG Electronics. Harvey Norman Friday Night Football will be televised on both Fox Sports and SBS. The deal follows a TV deal last year that will see SBS broadcast all 27 Friday night matches live. All A-League matches will be broadcast live on Fox Sports. Sydney FC and Newcastle will kick off Friday Night Football at Allianz Stadium on Oct. 11 (FFA).
Media investment manager GroupM has launched a full-service sponsorship and sports rights division, SponsorCom, "with the aim of helping Australian sporting bodies better monetise the full value of their assets," according to CAMPAIGN ASIA. SponsorCom will take on the Football Federation Australia as a marquee partner for "the sole purpose of major sponsorship sales to GroupM Australia clients." SponsorCom will operate across all four GroupM media agencies with the goal of "improving the revenue, profile and financial stability of sporting bodies in Australia." Its services "will include" broadcast rights negotiations, media rights, major sponsorship strategy, contract evaluation, supporting sponsorship sales, licensing and merchandise management, talent management and a consultancy service (CAMPAIGN ASIA, 9/17).
KFC Malaysia and the Paralympic Council of Malaysia have formed a partnership for the upcoming Asian Youth Para Games 2013 next month. KFC Malaysia will be the Sport Partner for AYPG Malaysia 2013, taking up badminton under the AYPG Malaysia 2013 ADOPT-A-SPORT program, aimed at involving companies and sponsors in the promotion of para sports and the Games. Badminton is among 14 sports to be contested in AYPG Malaysia 2013. PCM President Dato' Zainal Abu Zarin said, "KFC's participation as partner of the Games sets a good example of how a corporate entity and an NGO can work closely for a common cause, in this context, towards the development of persons with a disability." Under the Games' ADOPT-A-SPORT program, companies and sponsors are given the choice to adopt any of the 14 sports listed for the Games (APC).
Spanish banking group Santander "has brought back" its brand ambassadors in Olympic heptathlete Jessica Ennis-Hill, F1 driver Jenson Button and Rory McIlroy. In two TV ads Ennis-Hill "hears about the cashback and interest offered by the 1|2|3 Current Account and 1|2|3 Credit Card." In other TV ads Button "is told about the bank’s new mortgage offer and McIlroy finds out how easy it is to switch accounts" (CAMPAIGN LIVE, 9/16). ... Cashper has joined Caterham F1 team as its official sponsor (Caterham). ... Basketball Bundesliga (BBL) club ratiopharm Ulm will host a sweepstake to select the recipients of the last 74 season tickets up for sale. The club has already sold 4,426 season tickets, which is 426 more than last year, and decided to cap season tickets at 4,500. To enter the sweepstake, fans simply have to put their names on the season ticket waiting list (ratiopharm Ulm). ... Australian Football League side Western Bulldogs have agreed to a three-year extension with apparel partner KooGa (Western Bulldogs).
FOOTBALL DEALS: Man City has agreed to a deal with UAE-based First Gulf Bank. The three-year deal will see a Man City credit card available in the region (Man City). ... The placement of "light fixtures specifically designed to cover the images of the Qatar Airways logo that appear on the front of the main grandstand at Barcelona's Camp Nou stadium" has transformed the stadium's appearance. The covering of the advertisements "was done ahead of Barcelona's Champions League game against Eredivisie side Ajax Amsterdam." It responds to UEFA's prohibitions against advertising at Champions League stadiums for companies that are not official UEFA sponsors (MUNDO DEPORTIVO, 9/17). ... Braunschweig, Germany-based fashion company NEW YORKER has agreed to a naming-rights deal with the German American Football League (GFL) for its '13 championship game, the German Bowl XXXV. The NEW YORKER German Bowl XXXV will take place on Oct. 12 at the Friedrich-Ludwig-Jahn-Sportpark in Berlin (GFL). ... Second Bundesliga club VfL Bochum will let its fans decide on the ticket prices for Saturday's home game against VfR Aalen. One day before the German Bundestag elections, where Germans have a political choice, the club's fans will be able to choose the ticket prices for the sections F, G and H1, which equals a total 3,800 tickets, at the rewirpowerSTADION. Under the slogan "Choose how much you pay" fans can buy a maximum of two tickets per person (VfL Bochum). ... Scottish Premiership side Ross County has agreed to a five-year shirt sponsorship deal with oil and gas pipeline firm Stanley CRC Evans Offshore. Financial terms were not disclosed (Ross County).