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Marketing and Sponsorship

Marketplace Roundup: Cricket-Crazy India Shifting Toward Other Sports

For decades, "Indians have been crazy about cricket and only cricket," but things are now "slowly changing." It is just a start but "the focus is shifting towards other sports." According to a report prepared by the ESP Properties and SportzPower National, sports sponsorship grew by 12.3% last year to Rs 51,854M ($763M) in the country and "even as cricket continued to rule the roost, other sports had been the growth drivers." The sports sponsorship amount was 10.4% of the total Indian advertisement expenses in '15 (ASIA TIMES, 6/27).

EXPANDED SHIRT DEAL: Renewable energy firm Pure Energie has signed an expanded deal with Dutch Eredivisie side FC Twente. The five-year deal, which will run until the end of the '20-21 season, "will see Pure Energie become the new shirt sponsor" of the club. Twente will "also use Pure Energie’s technology at its De Grolsch Veste home ground and training academy" (SOCCEREX, 6/27).

FRITZ OVER COKE: Second Bundesliga side FC St. Pauli "agreed to a new three-year deal" with Fritz-Cola as its official non-alcoholic beverage partner. As part of the deal, Fritz-Cola's products "will be sold at home games and its logo will be featured on boards in camera view." The company will pay an estimated €150,000 ($166,000) annually for the rights through '18-19. Fritz-Cola replaces Coca-Cola, whose contract with the club "is set to expire." St. Pauli and new Bundesliga side RB Leipzig "are the only two of the 36 Bundesliga and 2nd Bundesliga clubs that do not have a deal with Coca-Cola" (SPONSORs, 6/27).

NEW SAINTS SPONSOR: Scottish Premiership side St. Johnstone announced next season's shirt sponsor will be Alan Storrar Cars. The Inveralmond-based car dealership led by Alan Storrar has been a long-time supporter, advertiser and hospitality member at McDiarmid Park and the 12-month deal -- which also has a further one-year option -- sees it provide a package to the club which includes supplying club cars including one for Manager Tommy Wright (St. Johnstone). 

MARKETPLACE BRIEFS ...
Architectural and real estate company Ducksch I Anliker "has been unveiled as the shirt sponsor" of Swiss football side Grasshopper Club Zurich for a further season. The deal originally began at the start of the '15-16 season in a one-year deal, "but has now been renewed" until the end of the '16-17 campaign. Ducksch I Anliker will share the shirt sponsorship "with Priora throughout the season" (SOCCEREX, 6/27).

Nissan Middle East and Saleh Al Hamad Al Mana Co., its exclusive dealer in Qatar, "extended their commitment and support to Qatari rally driver Adel Hussain Abdulla by sponsoring him as he takes his championship-winning driving to the World Rally Championship 2016." The sponsorship deal, "underpinned by a new Nissan Patrol XE for the WRC, also provides complete race support and covers all expenses incurred, including parts and technical support" (GULF TIMES, 6/26).

La Liga side Valencia CF agreed to a two-year extension with official airline provider Air Nostrum that will run to June '18 (Valencia). 

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