Paddy Power Betfair, Europe's biggest bookmaker, is "planning to consolidate" its estimated £40M ($57.3M) annual media spend into one agency. The pitch process is "understood to be at an advanced stage, following the completion of the merger of Paddy Power and Betfair in February." Paddy Power Betfair said that it plans to save £50M ($71.6M) a year from synergies in a number of areas, including marketing, by spending "more efficiently" (CAMPAIGN LIVE, 4/21).
EXCLUSIVE UMBRO: George at Asda has launched a three-year partnership with Umbro, "which will see the retailer offer an exclusively designed range of Umbro products." The deal "marks the first time George has partnered with a sports brand." The range, which will include sportswear, leisurewear, footwear and accessories, will debut on May 26 "in both the George department of Asda stores and online, while 20 of Asda’s biggest stores will house dedicated Umbro areas." Asda said that the partnership was well placed to capitalize on "booming sales of sports gear," with research from Mintel projecting a 5.9% growth in the market in '16 (MARKETING MAGAZINE, 4/21).
NEW COUPE PARTNERS: With two days until the 22nd Coupe de la Ligue final, the French Football League (LFP) announced two new partners for the competition. Already a partner with three Ligue 1 clubs and a partner of the Coupe de la Ligue in ’08 and ’09, temp agency Triangle Intérim will return to sponsor the final between Paris St. Germain and Lille. Triangle Intérim is now an official partner of the Coupe de la Ligue for the next four seasons. The LFP also signed Auto Sécurité to be a partner for the competition for the next two seasons. The automobile security company was named an official provider for the Coupe de la Ligue (LFP).
MARKETING BRIEFS ...
Vincent Kompany has "unofficially switched boot manufacturer" while stepping up his Man City return from persistent calf injuries. The Belgian is a New Balance client and "is paid to wear their boots." However "he was seen wearing adidas boots" as Man City drew at Newcastle in the Premier League on Tuesday night. Kompany has worn New Balance boots "for the last three years -- having joined them under the previous 'Warrior' branding -- and is one of the company's main football attractions alongside Arsenal midfielder Aaron Ramsey." New Balance is "also the manufacturers of Liverpool's kits." It is understood that Kompany is "now sporting a pair of adidas Ace." New Balance has always "believed Kompany is happy with the boots" it provides and there is "no suggestion that the boots contributed to his injuries." A spokesperson for New Balance did not comment when approached on Wednesday (London DAILY MAIL, 4/21).
League Championship side Queens Park Rangers announced a multi-year kit partnership with Dryworld. The independent sportswear brand has been unveiled as the club's new technical kit supplier on a 10-year deal, replacing Nike. The Nike partnership will officially end at the conclusion of the current season (QPR).
Brasileiro side Fluminense announced a "three-year sponsorship renewal with Brazilian fish supply company Frescatto." The club had a "sponsorship agreement with Frescatto" which finished in '15. The company's brand will be "positioned on the shoulder" of the Fluminense kits. As part of the contract, Frescatto "will also supply fish for the players of the Fluminense youth teams" (SOCCEREX, 4/20).
Longtime sponsor Carlsberg will "not be renewing its sponsorship" of the South West Peninsula League next season. Carlsberg has sponsored the league since its inception in '07 and before that the old South Western League, and said that it has altered its "marketing requirements for such sponsorships." The league board "is seeking a regional or national company" (CORNISH TIMES, 4/20).
League Two side York City prepared for the "likelihood of relegation from the Football League" with Benenden extending its shirt sponsorship deal to '19. Benenden's new three-year agreement will "start next season and extends a relationship" that first started in June '12 following the club's promotion back to the Football League (YORK PRESS, 4/21).
Premier League side AFC Bournemouth is providing supporters with the opportunity to win tickets to the world's largest music and sports festival. The club has teamed up with Bournemouth 7s Festival. Bournemouth 7s, which was first launched in '08, takes place every year on the last Bank Holiday weekend in May, attracting over 30,000 sports enthusiasts and festival goers (Bournemouth).
Molten Sports has secured the naming rights to the British Basketball League and Women's BBL Playoff Finals which will take place at The O2 on May 8 (BBL).
Bundesliga side FC Nuremberg "has to find a new shirt sponsor" after furniture store chain Wolf Möbel "decided to end the two-year relationship." Wolf Möbel Managing Dir Maruks Wolf: "We will definitely not return to the front of the jersey. We are a midsize company and we happily did it for two years, but it does not make sense for another season." The company paid an estimated €1.7M ($1.9M) for the rights (SPONSORs, 4/21).
