Marketplace Roundup: Haas F1 Team Partners With Richard Mille For Debut Season
As previously reported by SBD Global, Swiss luxury watch brand Richard Mille partnered with Haas F1 for the team's debut season in F1. Haas F1 driver Romain Grosjean has served as a brand ambassador for Richard Mille since '14. The company's branding will appear on both VF-16 cars. Financial terms of the deal were not revealed (Richard Mille). ... Saxo Bank announced that it will continue its sponsorship of Grosjean. The partnership between the Danish bank and the French driver will enter its third year in '16. The Saxo Bank name will be prominently displayed on Grosjean's helmet and overalls (Saxo Bank). ... Grosjean also recently signed a personal sponsorship deal with Seier Capital. The logo of the Swiss venture capital company will be featured on Grojean's overalls (Seier Capital).
NON-HAAS DEALS: British telecom Vodafone is "to become the headline sponsor" of the Ghana Premier League in a "mouth-watering deal." The league "will be called the Vodafone Premier League if a deal is sealed for the company to take over from Capital Bank." The move "has not been confirmed" by Vodafone or the Ghana FA (GHANA WEB, 2/23). ... Basketball Bundesliga (BBL) side ratiopharm Ulm signed a new kit supply deal with Nike. The two-year partnership will start with the '16-17 season. Financial terms of the deal were not released. The deal was brokered by U.S. agency APS (ratiopharm Ulm). ... Austria's second division football league, Erste Liga, renewed its title sponsorship deal with pay-TV channel Sky Austria. The league will continue to be called Sky Go Erste Liga. Financial terms of the reported extension until '17-18 were not released (Bundesliga). ... Automobile maintenance and equipment specialist Norauto Group announced on Monday that it is joining Groupama Team France, the French team competing in the 35th America’s Cup, “as an official sponsor.” The deal is worth €1.4M ($1.5M) per year for five years, “meaning Norauto will sponsor the team until the 36th America’s Cup” (LE FIGARO, 2/22). ... PlayStation signed a three-year partnership with the French National Institute of Sport & Physical Education (INSEP). Sony hired advertising agency TBWA\Paris and is “launching a marketing campaign dedicated to athletes of the institute.” The campaign, called #GameIsNeverOver, is “aimed at athletes as well as 'gamers' by linking with the exploding e-sports market” (TOPCOM, 2/23). ... England Rugby partners Canterbury and Vitality will support the future stars of the game at the World Rugby U20 Championship in Manchester this June.
Hosted by the Rugby Football Union, the World Rugby U20 Championship will take place at AJ Bell Stadium, home of Sale Sharks, and Man City’s Academy Stadium (England Rugby). ... Sky Brasil signed a sponsorship agreement with Brazil's National Basketball League, valid until the end of the current season. As a result, Sky will have a presence at every game, whether on the court, social media or special events throughout the championship (Sky Brasil).
CYCLING DEAL: Velon entered into a 10-year partnership with Infront Sports & Media. The agreement will give Velon access to the technology, media production and sports marketing expertise of Infront, including its subsidiaries Host Broadcast Services (HBS) and Omnigon. Infront will be Velon’s strategic partner across all of Velon’s new and existing business opportunities; it has also been tasked with growing the commercial revenues for the teams and working with key partners including event organizers and the UCI (Infront). ... Badminton player Nguyen Tien Minh signed a $50,000 contract with Japanese sport brand Mizuno.
The player will be Mizuno's brand ambassador in '16. In exchange, Mizuno pledges to sponsor the clothes, rackets, competition fees and travelling expenses of the world No. 42 (VIETNAM NEWS, 2/23). ... Jockey Club Services announced a new partnership with Table Tennis England to deliver finance and accounting support for the next three years (Jockey Club). ... The Ageas Bowl announced a new one-year sponsorship deal with premium wine Stone Gorge 1908.
During Hampshire Cricket’s home matches in '16, Stone Gorge 1908 will appear as the "Chairman’s Choice" in the Arlott Atrium’s wine list, and it will also be available during any weddings or events at the ground.
In addition, Stone Gorge 1908 will be the primary choice for the hospitality guests at the Ageas Bowl’s two England int'l matches this year (Ageas Bowl).
MESSI STARS IN GATORADE AD: Barcelona's Lionel Messi "has been taking some time out to film an advert for energy drink Gatorade" ahead of his team's trip to the Emirates to take on Arsenal on Tuesday night. Messi's ability to "stay on his feet under pressure" is highlighted in the ad (London DAILY MIRROR, 2/23).
