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SBD Global/March 17, 2014/Marketing and Sponsorship

Marketplace Roundup: Euromericas Reports Hyundai Pursuing Bernabéu Sponsorship

Sports marketing agency Euromericas reported that Hyundai's recent selection of Brazilian Kaká and Spaniard Iker Casillas "as its worldwide brand ambassadors" is part of a "strategy that includes adding a club emblem." Euromericas CEO Gerardo Molina said that the carmaker offered Real Madrid €150M ($208.6M) per year for five years for a partial naming rights sponsorship of Real Madrid's Santiago Bernabéu. It "is worth nothing that Hyundai is the official automotive partner of the upcoming World Cup" (SPORT, 3/15). ... Indian celebrity commerce company Collectabillia, "in partnership with iAccy," announced its "association with four-time Ballon D'Or winner Lionel Messi for exclusive rights to manufacture a range of covers for mobiles, laptops and tablets under the player's own brand, Messi." The range of accessories will be "available globally" starting in April. Collectabillia currently "boasts of a power packed list of celebrity associations that include being the official merchandise partner" to current and former cricketers Sachin Tendulkar, Virat Kohli, Vivian Richards and chess player Vishwanath Anand, among others (PTI, 3/14). ... Zimbabwe’s Premier Soccer League "has signed a new three-year deal with Delta Beverages" (WORLD FOOTBALL INSIDER, 3/14). ... Sahara Force India announced shock absorber specialist KONI, Mexican construction company Consorcio Aristos and financial institution FICREA "as its latest partners ahead of the 2014 campaign" (MOTORSPORT, 3/14). ... MotoGP and MCS have partnered to develop a new fashion collection at the end of April. The collection features new branding and unique MotoGP illustrations incorporated on leather and canvas outerwear, jeans, sweats, T-shirts and polo shirts (MotoGP). ... Emirates airline will sponsor North American Soccer League side New York Cosmos "for a further two years." Former footballer Pelé, "who is an honorary president of the club, was present for the announcement" (GULF NEWS, 3/16).
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