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SBD Global/May 30, 2014/Marketing and SponsorshipPrint All
Adidas "has become the first brand to paint" London's Routemaster buses, as part of its "all in or nothing" World Cup campaign, according to James Swift of CAMPAIGN LIVE. Adidas has painted 32 new Routemaster buses black -- one for each World Cup team -- "with images and straplines from its campaign." Transport for London launched the new ad format as part of its "year of the bus" celebrations. Outdoor media owner Exterion Media "developed the campaign" with Posterscope, Carat and TBWA. The painted buses "will be on routes 38 and 8, which travel through Piccadilly Circus and Knightsbridge, and Shoreditch and the City respectively, for four months" (CAMPAIGN LIVE, 5/27). Adidas unveiled the official match ball for the World Cup final on Thursday. The brazuca Final Rio design mirrors the brazuca official match ball with green and gold colors inspired by the World Cup trophy (adidas).
KIT CHANGE: Polish side Lech Poznan "signed a new kit deal with Nike." Nike replaces Puma as the Ekstraklasa club’s kit manufacturer, "with the agreement covering the team’s senior and youth teams." Terms of the agreement "were not disclosed" (SOCCEREX, 5/29).
Puma will not "start its major promotional push until" the upcoming FIFA World Cup is over, as company CEO Björn Gulden "plans a burst of ads later in the summer, counting on impressionable kids to pester their parents for new cleats as they head back to school," according to Aaron Ricadela of BLOOMBERG. Puma during the tournament itself "will rely on the eight national teams it sponsors to promote the German company’s gear." Gulden said that instead of an "ad blitz during the World Cup" as Nike and adidas are planning, Puma will unveil its "Forever Faster" ad campaign during the back-to-school season in August and September. The ads "will star athletes that Puma sponsors," including Italian football player Mario Balotelli and Jamaican sprinter Usain Bolt, along with Arsenal. Puma is outfitting Algeria, Cameroon, Chile, Ghana, Italy, Ivory Coast, Switzerland and Uruguay. This month, it "introduced splashy cleats that clad player’s right foot in pink and left in blue." Several players "will wear them at the World Cup," including Balotelli, Argentina's Sergio Aguero, Spain's Cesc Fabregas and Germany’s Marco Reus. Barclays Capital analyst Julian Easthope said that emphasizing the "back-to-school season also sets up Puma for introductions of new running shoes" and Arsenal-branded football clothes heading into next year. Puma "is starting to spend more on marketing as Gulden seeks to make his mark." The company earlier this month said that such outlays "are increasing" after falling 11% last year to $741M (BLOOMBERG, 5/28).
AT LEAST THEY'RE HONEST: ADWEEK's Gabriel Beltrone wrote adidas "should get some points for honesty" with its new "All In Or Nothing" campaign that unfollows you from all of the company's marketing efforts if you do not click "all in." Beltrone: "Really, what soccer may come down to is worshipping celebrities so you can be spammed by a marketer" (ADWEEK, 5/27).
EPL side West Ham named Sportfive as its LED advertising sales agency for the '14-15 season. The multi-year deal secures the rights to ad space for pitch-side boards (West Ham). ... German Handball Bundesliga (HBL) club SG Flensburg-Handewitt has extended its sponsorship deal with health insurance company Techniker Krankenkassen for another two years. In addition to TK's presence in the FLENS-ARENA, the company will together with the club host promotions surrounding the issues of health and movement (SG Flensburg-Handewitt). ... The Rugby Football Union announced Ernst & Young as the offficial professional services supplier to England Rugby. EY will consult on how to improve business efficiency and secure sustainability of the game in England (RFU). ... The Bulgarian Football Union "has signed a new multi-year contract" with Spanish sports apparel firm Joma. The company "will kit out all of Bulgaria's national teams and replaces Italian sportswear brand Kappa, whose contract was terminated by mutual consent." This "is the first move by Joma into national team sponsorship" (INSIDE WORLD FOOTBALL, 5/29). ... Premier League side Southampton appointed Green 4 Solutions "to develop a new customer relationship management (CRM) strategy." Southampton "will utilise the company’s Go system, which aims to garner a greater understanding of supporter behaviours by tracking data relating to ticket purchases, retail transactions, conference bookings and stadium access information" (SOCCEREX, 5/29). ... Coca-Cola "has been formally unveiled" as an official supplier of Ligue 1 side FC Nantes. The three-year deal will see Coca-Cola’s range of drinks "available to purchase throughout FC Nantes’ Beaujoire Stadium" (SOCCEREX, 5/29). ... Schweppes Australia has been named a sponsor of the Australian Open. Schweppes has a 22-year association with past Open champion Craig Parry and partnerships with the Australian Masters and the Perth Int'l (Schweppes Australia).