David Beckham has signed on as the "first global ambassador of L’Oréal-owned Biotherm Homme in a multi-year partnership." The first campaign advertising the brand's No. 1 moisturizer Aquapower will be released in June but Beckham "will also collaborate on a range of men's skin-care and grooming products" set to launch in '17. According to WWD, the collection of eight to 12 skin-care and body products will retail under about $50. Biotherm Homme "hopes to win over male customers between the ages of 25 and 30 in Europe and the U.S." (FAHIONISTA, 5/9).
YPB RECRUITS SACHIN: Australian listed anti-counterfeit technology company YPB Group is "expanding to India with the help of cricket legend Sachin Tendulkar." The company has "signed a 10-year contract with one of the retired cricketer's associated companies." It means Tendulkar will "act as a so-called brand ambassador for YPB Group's consumer engagement platform YPB Connect and facilitate introductions to important contacts in the Indian market." YPB Group CEO John Houston said that the decision to "bring on a brand ambassador was a first for the company and was being tried in India because it was a difficult market to gain traction." Houston: "India is a totally new market and we'd only go into it with such a partner" (AUSTRALIAN FINANCIAL REVIEW, 5/10).
TOAST TO THAT: Vodka brand Toast will be the official vodka of the 35th America's Cup. Toast Vodka is made in the U.S. and distilled in FL. As the official vodka of the America's Cup, Toast will be served at all America's Cup World Series events in '16 as well as the America's Cup events in Bermuda in May and June of '17 (America's Cup).
MARKETING BRIEFS ...
Energy company Total announced its new partnership with luxury car manufacturer Aston Martin and motorsports arm Aston Martin Racing. Aston Martin and Total signed a global partnership agreement. Total will become an energy partner to Aston Martin throughout '16 and provide its products to the British brand. As part of the agreement, Total will support Aston Martin Racing throughout the FIA World Endurance Championship, becoming the lubricant and technical partner of Aston Martin Racing (Total).
Serie A side Juventus renewed its major partnership with fashion designer Trussardi. The club renewed for a further year, and Trussardi will be tasked with designing and making all of the club's formal wear for the '16-17 season. The partnership was first signed in '13 (SOCCEREX, 5/10).
National Rugby League side St. George Illawarra Dragons and the University of Wollongong on Monday announced an extended partnership for a further two years, until at least the end of '17. The partnership was formalized with the club and UoW signing an updated memorandum of understanding to extend their partnership which now extends to include the naming rights of the Jubilee Oval. The renamed UoW Jubilee Oval will host its first NRL match for the '16 season when the Dragons host the Canberra Raiders on Thursday (Illawarra Dragons).
Manchester-based Co-op Bank announced its "headline sponsorship" of the Great CityGames Manchester. Taking place on May 20, the free city center event, now in its eighth year, "is expected to draw a crowd of thousands, as spectators flock to get a glimpse of athletes headed to Rio this summer" (MANCHESTER EVENING NEWS, 5/9).
After Belgian construction company Wanty in January extended its partnership with Belgian cycling team Wanty-Groupe Gobert, Groupe Gobert has now signed an extension of three years with the team. The '17 season will be the team's fourth as the Wanty-Groupe Gobert cycling team. Team Manager Jean-François Bourlart said, "This is an incredible opportunity for the team to work with reliable partners who have a long-term vision" (Wanty-Groupe Gobert).
Handball Bundesliga (HBL) club Frisch Auf! Göppingen renewed its sponsorship with construction company Leonhard Weiss for another two years. The company will continue as a second-tier partner of the club and receive logo presence at home games. Financial terms were not revealed (Frisch Auf! Göppingen).
Regional energy supplier Mainova has signed a deal as the title sponsor of the Ironman European Championship in Frankfurt. The deal will run until '18 (Mainova).
