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SBD Global/September 25, 2013/Marketing and SponsorshipPrint All
Puma has renewed its endorsement contract with sprinter Usain Bolt through the 2016 Rio Olympics. Bolt will continue to be the face of Puma's global and brand marketing campaigns (Puma). Reuters' Keith Weir reported Bolt will be paid $10M "for each of the next three seasons and the same amount if he competes again" at the 2017 World Championships in London, according to a source. Once he retires, he will be paid $4M per year "to act as a Puma ambassador." Forbes estimated that Bolt was paid $9M annually "under his current deal that expires at the end of the year." New Puma CEO Björn Gulden "had made the renewal one of his initial priorities" after the company said it was ending its sponsorship of the Oracle America's Cup sailing team and European rugby union. Gulden called Bolt "a perfect ambassador for Puma." Gulden: "He will play a crucial role in our future product concepts as well as brand communications leading toward the Olympic Games in Rio 2016 and beyond" (REUTERS, 9/24).The BBC notes Bolt in '10 last renewed "what is considered to be the biggest sponsorship deal in athletics." He had "earlier indicated he may retire" after the '16 Games, but recently said that he "may compete for a year after that." In addition to its deal with Bolt, Puma also "has a longstanding commitment to Jamaican Track & Field" (BBC, 9/24).
Bundesliga club FC Schalke and Switzerland-based rights agency Kentaro have sealed a long-term cooperation to strengthen the club's global exposure. The partnership will feature an annual football tournament at Schalke's Veltins-Arena, which will be organized by Kentaro, as well as regular trips abroad to play marquee friendly matches against top European sides and teams on other continents. Schalke Marketing Dir Alexander Jobst said, "It is our intention to further expand Schalke's international presence -- we have a very big number of fans not only in Europe but all over the world. Central to this internationalization will be the global TV exposure for a high-quality tournament at our Veltins-Arena at the end of our preseason preparation period as well as selected tours in target markets, also in cooperation with the DFL" (Schalke).
Long-time local rugby supporter Standard Chartered "extended its sponsorship of the Singapore Rugby Union by three more years" when the bank gave S$810,000 ($645,000) to the national sports association, according to Gerard Wong of Singapore TODAY. The deal, valued at S$270,000 ($215,000) per annum, will run from this year to '16, effectively "stretching SCB’s support for the sport to almost two decades." The SRU’s national jerseys "will feature Standard Charterd logos on their fronts." The SCB first came on board as a sponsor of the SRU in '97. Its sponsorship "is used mainly to run the Standard Chartered National Rugby Academy (SCNRA)," which develops young talents and also runs programs for disadvantaged youth (TODAY, 9/24).
The dispute between Bundesliga club Schalke and online ticket provider viagogo "is entering its next round" with the club "planning to file a lawsuit at a court of arbitration on Thursday." The club "is not expecting a decision on the case before mid-'14" (SÜDDEUTSCHE ZEITUNG, 9/24). ... Basketball Bundesliga (BBL) club Eisbären Bremerhaven put into operation a regional S-Bahn train on Sunday. The train is painted in the club's white and blue colors and therefore called the "Eisbären-Express" (Eisbären Bremerhaven). ... The British Basketball League has signed an exclusive partnership with Haven Holidays. The new partnership will allow customers of both the BBL and Haven to benefit from their relationship, which will see BBL clubs delivering basketball activity sessions on mulitple Haven coastal holiday parks throughout their peak season beginning in Easter '14 (BBL).