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SBD Global/July 22, 2014/Events and Attractions
International Champions Cup Organizers Count On World Cup Boost For Second Year
Published July 22, 2014
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ABOVE FACE VALUE: Stillitano said that tournament matches "will be shown in 150 countries." Of course, that global TV coverage "is important for organizers on the sponsorship side, as well." While official sponsors of the participating clubs "have the opportunity to show their affiliation at practice sessions and daily press conferences of the teams, official tournament partners receive their time in the spotlight on match days." For title sponsor Guinness, the linkup "provides an opportunity to associate itself with some of Europe’s top football clubs while paying a fraction of what it would cost to be a sponsor of the UEFA Champions League." Guinness Senior Brand Manager Jon Urch said, "[Relevent Sports] has given us phenomenal value." The global coverage of the event "also gives Guinness the exposure it seeks in markets in Europe, Asia, Africa and South America." In addition to the title sponsorship with Guinness, tournament organizers "have secured deals with MasterCard/Citi Private Pass, Pepsi, GM/Chevrolet, Aon, Geico, Air Force Reserves and windshield wiper company Trico." Relevent officials said that "sponsorship revenue for this year’s event is expected to be up from 2013 but declined to provide specific dollar-figure amounts." With the opening whistle for this year’s event still to come, Relevent "is already anticipating 2015 and looking beyond North America, as well." Working with RSE Ventures’ Catalyst Media Group in Asia, Relevent "aims to stage a tournament in China and Australia next summer." That event "would feature six European clubs, with three of them already confirmed, though their identities were not disclosed" (SPORTSBUSINESS JOURNAL, 7/21 issue).