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SBD Global/October 7, 2013/Marketing and SponsorshipPrint All
Indian cricket batsman Virat Kohli made his sponsorship deal with adidas official on Friday, "following in the footsteps of" fellow Indian batsman Sachin Tendulkar, according to CRICKET WORLD. The deal was announced last week. Tendulkar's own association with the brand "has lasted 16 years and Kohli going 'all in' with adidas was introduced at a special event at the Talkatora Stadium." Kohli "was welcomed by a special message from Tendulkar, who spoke about his own association with adidas and told Kohli he was looking forward to seeing him perform in the famous three stripes" (CRICKET WORLD, 10/4). POST reported adidas is "focusing on leveraging on as FIFA World Cup 2014 and IPL in the next sales from Indian operations." Adidas India Brand Dir Tushar Goculdas said, "Next two years is going to be very important for us. There is a series of massive sporting events coming up. We will leverage on these sporting events to drive our sales growth in India" (POST, 10/3).
EPL Sunderland has announced a new partnership with South African Airways. The partnership sees the carrier, the largest airline of South Africa, become the club's official Southern African Airline Partner. The carrier will provide all travel for Sunderland throughout Africa. The club will be showcased throughout the airline's flight network (Sunderland). SOCCEREX reported Sunderland’s first team squad kicked off the partnership on Saturday, when it wore South African Airways branded T-shirts for its pre-match warm up ahead of the game against ManU. Sunderland last month "announced a partnership that made Tanzania its official destination partner." Sunderland "linked up" with Invest in Africa in Jan. '12, "affording a springboard to the not-for-profit initiative to promote Africa as a leading investment destination and actively challenge misconceptions about investing in the continent." Further developing its links with the continent, the club "recently announced the BFS Group as its new principal partner" from the start of the '13-14 season (SOCCEREX, 10/4).
F1 Ferrari driver Fernando Alonso has heavily criticized the Pirelli tires used in Formula 1, according to Andrew Benson of the BBC. Alonso said the tires are "not good" and "so fragile drivers cannot push hard." Alonso said that the Pirelli tyres "will not do 5km" -- about the "length of an average lap in F1 -- and were 'not normal.'" Alonso: "We have to be honest; the quality of the tires is very on the limit." F1 CEO Bernie Ecclestone has asked Pirelli to produce tires that "create multiple pit stops in a race and the possibility of different strategies to create more entertaining racing." Pirelli Motorsport Dir Paul Hembery: "Of course Alonso is one of the great F1 drivers, so to hear such comments is disappointing and below the standards you would expect from such a champion" (BBC, 10/5). AUTOSPORT's Noble & Elizalde reported Red Bull driver Mark Webber slated Pirelli, "saying drivers are not important to Formula 1's tyre manufacturer." Webber picked up a "puncture from debris when the right-front tyre on Sergio Perez's McLaren failed in front of him." Webber: "That is how it is. The drivers aren't super important -- it is what other people want" (AUTOSPORT, 10/6).
Volvo "has agreed a deal to extend its sponsorship" of Serie A Inter Milan. The length of the extended deal "was not disclosed." Under the terms of the agreement, Volvo "will retain its ‘Top Sponsor’ status" -- a level that is "second only to official and technical sponsorship." In addition, the firm "will supply new Volvo XC60 models to the club’s playing squad and coaching staff" (SOCCEREX, 10/4). ... National Rugby League Vodafone Warriors has extended its kit sponsorship with SKYCITY through '15 (Vodafone Warriors). ... Swiss watch manufacturer Edox has been named the official timekeeper of the World Curling Federation in a two-year deal. The deal was facilitated by Infront Sports & Media. (Edox).