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SBD Global/February 7, 2014/Marketing and Sponsorship
Marketplace Roundup: Barcelona Renews Sponsorship With Beverage Company BIG Cola
Published February 7, 2014
O2 EXPANDING RUGBY SPONSORSHIP: England Rugby sponsor O2 is "promising to take experience of the sport to a whole new level by immersing fans fully within the team England using a virtual reality headset." The telecom firm has created a “Wear the Rose” game for the Oculus Rift-made virtual reality goggles that "lets fans feel they are a part of the national team." Audiences "will be given a behind-the-scenes glimpse of the England team set-up" -- participating in training drills directed by coach Mike Catt, receiving a team talk from captain Chris Robshaw or getting tackled by hooker Tom Youngs. The tie-up is "part of O2’s marketing around the RBS Six Nations tournament" (MARKETING WEEK, 2/6).
GMR MERGES WITH EXPERIENCE WORLDWIDE: GMR Marketing and Experience Worldwide announced a formal merger in the U.K. under the GMR name. The merger combines the agencies’ collective expertise in engagement marketing and sponsorship and their portfolios of int'l clients across sports, entertainment, music and lifestyle (GMR Marketing).
CONTINENTAL AG LINKS WITH UEFA: Continental AG has agreed to a new sponsorship with UEFA. The agreement includes touchline advertising at qualifiers for Euro 2016 and the 2018 World Cup in Russia, and a presence on UEFA's website. Continental already has agreements covering the 2014 Brazil World Cup and Euro 2016 in France (TYRE PRESS, 2/6).
BANC SABADELL, BARCELONA OPEN RENEW: Spanish bank Banc Sabadell announced that is extending its sponsorship of the Barcelona Open through '20. The ATP tournament will continue to be known as the Barcelona Open Banc Sabadell. The Barcelona Open is one of 11 annual ATP 500 tournaments (AS, 2/6).
LFP SIGNS WITH CHYRONHEGO: The Spanish Football League (LFP) and Mediapro have agreed to a four-year extension with ChyronHego (ChyronHego).