SBD Global/April 30, 2014/Marketing and Sponsorship

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  • Serie A Side Inter Milan Agrees To Four-Year Deal With Infront Worth More Than $111M

    Serie A side Inter Milan and Infront Sports & Media have signed a $111M agreement for sponsorship marketing across Europe and the distribution of corporate hospitality services on matchdays at the Stadio Giuseppe Meazza. A shared vision of development, commercial activities, the optimization of promotional, advertising and sponsorship activities as well as strengthening the corporate hospitality sector are the core reasons that led the two parties to enter into this partnership, which will run until the end of the '17-18 season. Inter Milan President Erick Thohir and and Infront Italy President Marco Bogarelli set out the terms of the partnership, the commercial policy for enhancing the Inter brand in Italy and abroad, as well as the activities which the two companies will develop hand in hand to consolidate the club's commercial policy on a national and int'l level (Infront). Thohir said, "We have a deal worth approximately €80 million ($111M) with Infront over four years. But we're not thinking of stopping here, and we've already discussed other possible ideas" (Inter Milan).

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  • European Tour Extends Contract With Grayling, Golf PR Firm Landmark Media

    The European Tour has extended its existing contract with Grayling and golf PR firm Landmark Media by asking them to manage its global reputation, promote its tournaments to golf fans and market its int'l network of properties. The appointment was made following two years working together to manage the reputation of the 2014 Ryder Cup. The European Tour operates a range of business initiatives that administer and promote professional tournament golf rights across the world. Grayling and Landmark Media will support the European Tour’s drive to develop a global footprint with a new brand platform due to launch later this year. Based in Grayling’s Edinburgh office, the account will involve teams in London, Bristol, Dublin, Lisbon, Istanbul, Dubai and Shanghai (Grayling).

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  • International Equestrian Federation Lands Sponsorship With Jet Set Sports

    The Int'l Equestrian Federation (FEI) announced a six-year sponsorship deal Tuesday with corporate hospitality provider Jet Set Sports. Jet Set Sports has been the exclusive hospitality provider for organizing committees of the Olympic Games since '84. Jet Set Sports will offer Olympic hospitality packages for the 2016 Rio Olympics and the 2020 Tokyo Olympics to FEI stakeholders, from national federations to athletes, horse owners and fans. The agreement, which continues until '20, will also see Jet Set Sports work with the FEI to develop hospitality programs for FEI events (Pitch).

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  • Glasgow 2014 Names Heineken Official Beer, Cider Provider For Commonwealth Games

    Glasgow 2014 appointed Heineken as its official beer and cider provider for the Commonwealth Games. The agreement will see Heineken obtain pouring rights for Heineken Beer and Bulmers Cider within official Games venues. Caledonian Brewery in Edinburgh will produce a limited edition Commonwealth Games 2014 ale (Glasgow 2014).

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  • Marketplace Roundup: Nürburgring Partners With German Brewery Bitburger

    The Nürburgring racetrack has agreed to a new partnership with German brewery Bitburger. The partnership will provide the brewery with beverage distribution rights at the track as well as extensive marketing rights. The five-year deal also includes the two endurance events hosted at the track, Rad & Run and the Fisherman's Friend StrongmanRun (Nürburgring). ... Sunglasses maker Bollé has been named the official licensee for the 2014 Ryder Cup, which will take place in September at the Gleneagles Hotel in Scotland (Bollé). ... BMW Motorsport and auto supplier ZF have extended their partnership, with ZF remaining BMW's official partner for the 2014 German Touring Car Championship (DTM) season. ZF will also be represented as a partner in the BMW M235i Racing Cup class (BMW).

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