SBD Global/October 8, 2013/Marketing and Sponsorship

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  • Resort Operator Crown Extends Sponsorship Deal With Tennis Player Li Na

    Casino and resort operator Crown has extended its sponsorship with Chinese tennis star Li Na "for a further two years in a multimillion-dollar deal to promote the company to its Asian customers," according to John Stensholt of the AUSTRALIAN FINANCIAL REVIEW. Crown Exec Chair James Packer said that the deal "was a way of strengthening the company’s brand in Asia and was its most important sports sponsorship." The company has sponsored Li Na since Sept. '11. The Crown deal "is one of a string of recent sports sponsorships by Australian companies or brands attempting to tap into the huge Chinese consumer market." The China Open tennis tournament "features sponsors such as Jetstar and Jacob’s Creek" (AFR, 10/8). In Sydney, John Lehmann reported Packer is "banking on the appeal" of Li to "lure Asian tourists to his expanding suite of multi-billion-dollar casino resorts." The deal comes as Packer "prepares to open" a new A$1B ($940M) casino in Manila next year and the A$2.4B Studio City property in Macau in '15. Packer is "in the middle of a major investment program," with more than A$2.7B expected to be spent between '09 and '16, which includes a $568M "expansion of Perth's Burswood property." Beyond that, Crown is "expected to announce plans" to build a A$371M, 400-room luxury hotel and casino in Sri Lanka to be opened in '17, with its pinnacle A$1.5B Barangaroo casino resort "due to be completed by" '19 (DAILY TELEGRAPH, 10/8).

    Print | Tags: Marketing and Sponsorship, China
  • Didier Drogba Combines With HOM To Create Underwear, Beachwear Brand

    Turkish club Galatasaray striker Didier Drogba "has agreed to put his name to -- and help create -- an exclusive range of men's underwear and beachwear," according to the London TELEGRAPH. Drogba "has teamed up" with underwear brand HOM, part of the Triumph Group, which has "agreed that a percentage whatever is sold from the collection will find its way to his charity The Didier Drogba Foundation," which focuses on education and health care in the footballer’s home country, Ivory Coast. The first collection, which will consist of 18 items, "will be released next May, and is to be designed by Ivory Coast couturier Ellie Kuame and HOM." HOM is based in Marseille -- the city where Drogba "launched his career before signing for Chelsea in '04" (TELEGRAPH, 10/4).

    Print | Tags: Marketing and Sponsorship, Europe, United Kingdom
  • Serie A Side Juventus Confirms Three-Year Sponsorship Agreement With Samsung

    Serie A side Juventus confirmed a three-year sponsorship agreement with multinational electronics company Samsung. The agreement will see Samsung provide the club with state-of-the-art equipment, installing TVs, plasma screens and a 16-screen ultra HD video wall at Juventus Stadium and Juventus Training Center. In addition, Juventus College students will have tablets, notebooks and interactive whiteboards made available to them in the classroom. The partnership will also be extended to the club's medical department, which will be able to take advantage of the latest hi-tech equipment developed by the South Korean company (Juventus).

    Print | Tags: Marketing and Sponsorship, Europe
  • Qatargas, Qatar Football Association Sign Sponsorship Agreement With Q-League

    Qatargas and the Qatar FA on Monday signed a three-year sponsorship agreement "to become the name partner of Q-League," according to THE PENINSULA. Announcing the deal, the QFA said, "This agreement changes the name of the league, previously known as the Q-League to Qatargas League." The sponsorship deal "allows QFA to use the Qatargas logo in all its advertising and makes it the exclusive name partner for the League going forward." Eighteen reserve and Second Division teams from Qatar participate in the League. The Qatargas League starts Dec. 13. Matches "are played in nine different stadia" -- Al Sadd, Qatar SC, Al Gharrafa, Al Rayyan, Lekhwiya, Al Arabi, Al Wakrah, Al Khor and Al Sailiya (THE PENINSULA, 10/7).

    Print | Tags: Marketing and Sponsorship, Middle East
  • 2015 SEA Games Organizers In Singapore Seek $50 Million In Homegrown Sponsorships

    The "call is out to homegrown companies to leave their mark when the SEA Games come to Singapore" in '15, according to the STRAITS TIMES. Organizers on Saturday set a $50M goal in both cash and value-in-kind sponsorship, targeting small and medium-sized enterprises who want to be a part of this event, "which coincides with celebrations of Singapore's 50th year of independence." 2015 SEA Games sponsorship and marketing advisory sub-committee Chair Richard Seow said, "All eyes in the region will be on Singapore, so this is the perfect opportunity for smaller businesses with limited sponsorship budgets to get in touch with a wide audience." The 10-man committee, which comprises business heavyweights such as DBS CEO Piyush Gupta, "is already engaging over 100 local and multi-national companies to gather feedback on packages that will interest them." It also tackles the issue of why small and medium-sized enterprises "traditionally shy away from sports sponsorship" (STRAITS TIMES, 10/6).

    Print | Tags: Asia, Marketing and Sponsorship
  • Marketplace Roundup: Aeroflot Named Technical Partner For 2014 Sochi Torch Relay

    Aeroflot Russian Airlines has become a technical partner for the 2014 Sochi Torch Relay. Aeroflot will provide an Airbus A320 to carry the Relay Team during air sections of the route (Sochi 2014). ... Lionel Messi "played a leading role in Gatorade's latest commercial." Messi appears alongside star athletes like Jamaican sprinter Usain Bolt under the phrase, "Gana desde adentro" ("Winning from within") (SPORT, 10/7). ... England Rugby League announced that Moss Bros "will be the national team's official formal suit supplier for Rugby League World Cup 2013." The menswear specialist "will also supply suits for all the male staff involved in the Rugby League World Cup 2013 operations team" (ST. HELEN'S STAR, 10/7). ... Chelsea announced Rotary as its new Global Official Timekeeper. The club signed a four-year deal with the Swiss watch brand. To celebrate the partnership, two special-edition Rotary Chelsea FC watches will be available to buy and the official Chelsea website will carry a permanent Rotary clock (Chelsea FC).

    Print | Tags: Marketing and Sponsorship
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