The title sponsorship of the "crown jewel in the annual European rugby calendar, the Six Nations tournament, is tipped to increase in value after fallen banking giant RBS finally let it slip from its grasp." The rights "look set to bounce back around the open market for the first time since 2013." It "was then that strong interest from HSBC forced RBS to dramatically increase its renewal bid by 70% over its previous deal" to £11M ($15.9M) per year. Experts believe that the popularity of rugby "will give the rights sellers a strong platform for the next deal to surpass" that £11M figure. Simon Rines, an analyst at sponsorship information provider IMR Sports Marketing, said, "That’s realistic." It is also described as "very likely" by MediaCom Head of Sport & Entertainment Misha Sher (CAMPAIGN LIVE, 6/7).
CHEVY SPONSORS ICC: Chevrolet "signed on as a partner" of the Int'l Champions Cup.
Chevrolet "will sponsor the tournament, which is played across the globe and features some of Europe and Australia’s top teams." Under the agreement, Chevrolet "will have access to star players for use in promotions," while it will also work with ManU to provide fans during the tournament the opportunity to take part in an MUFC training camp (SOCCEREX, 6/6).
MARKETING BRIEFS ...
Until July 10, the day of the Euro 2016 final, Internet users can “go onto the 6play website of M6 to predict the outcomes of all of the tournament’s matches to try to win prizes, including 50 tickets for the semifinals (July 7 in Marseille) and a Hyundai i 20.” Via the campaign put in place by M6 Unlimited, Hyundai, a Euro 2016 official partner, “hopes to garner interest from social media.” The campaign will also “create content surrounding the competition" for 6play and on Twitter for @HyundaiFrance (TOPCOM, 6/7).
The Belgian Men’s Volleyball League will become the “EuroMillions Volley League.” League President Philippe Boone said that “the partnership is for four years and will be used to further the volleyball championship into the elite class with its 12 clubs.” Boone was elected in May mainly for his “more than 30 years of experience in sports marketing and his interest in volleyball.” He wants to help “increase the popularity and attractiveness of Belgian elite men’s volleyball” (RTBF, 6/6).
