SBD Global/January 12, 2017/Marketing and Sponsorship

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  • Public Health Experts Call For Global Ban On Alcohol Ads, End To Self-Regulation

    Public health "experts have warned current regulation allowing alcohol brands to advertise during live sports are damaging to young people and called for a global ban," according to Rosie Baker of AD NEWS. A collection of 14 new global reports published in science journal Addiction claim young people around the world are "exposed to extensive alcohol marketing" despite regulations in place, adding that current controls "appear ineffective" in blocking the association between youth exposure and subsequent drinking. It calls for a global ban on all alcohol advertising, promotion and sponsorship and an end to self-regulation. Instead, it wants "more government intervention and regulations to be set outside of the alcohol industry." The reports "call for governments around the world to strengthen alcohol advertising regulations and believes alcohol advertising should be statutory and enforced by a public health agency." The alcohol industry has "hit back," saying the calls for a blanket ban on alcohol advertising are "wrong" and "not based on fact." Alcohol Beverages Australia added that it "ignores recent government statistics that show a steady decline in underage drinking." ABA Exec Dir Fergus Taylor said, "Anti-alcohol activists have been trying for years to blame alcohol advertising as the cause of underage drinking, but the inconvenient truth for them is this claim is simply not supported by official data." ABA added that data from the Australian Institute of Health & Welfare shows "fewer people aged 12-17 years old are drinking alcohol and the number of young people choosing not to drink alcohol at all is increasing significantly" (AD NEWS, 1/11).

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  • Roger Federer Tops London School Of Marketing's List Of Most Marketable Athletes

    Federer topped the list with more than $61M in off-court earnings last year.

    Golfer Rory McIlroy, tennis player Andy Murray and Real Madrid's Gareth Bale "were the only British sports stars to make it onto the list of the world's 30 most marketable athletes," according to Matthew Chapman of CAMPAIGN LIVE. Roger Federer topped the list with £50M ($61.2M) of off-court earnings last year and McIlroy was the top-placed Brit with £29M ($35.5M) of sponsorship earnings helping him claim sixth place, according to researchers at the London School of Marketing. The Sports Marketing Power List placed LeBron James in second with endorsements of £44M ($53.8M) last year, and U.S. golfer Phil Mickelson was third after taking home £41M ($50.2M) in marketing deals. Tennis players Maria Sharapova and Serena Williams were the only two female athletes to break into the top 30, with both earning £16.4M ($20M). The three sports that are "most dependent on endorsements" are cricket (with 81% of earnings coming from sponsors), tennis (78%) and golf (75%) (CAMPAIGN LIVE, 1/11).

    Print | Tags: Marketing and Sponsorship, Europe
  • Neymar Stars In New Campaign For Italian Fashion Brand Police

    Neymar, South African model Nicole Meyer star in Police's new campaign.

    Barcelona forward Neymar "has been announced as the continuing face of Italian fashion brand Police," according to Tom Sheen of THE SUN. He has also had "a new line of sunglasses released -- the Neymar Jr 1" -- priced at around £100 ($122.42) per pair. The 24-year-old Brazilian "was pictured for the new campaign" alongside South African model Nicole Meyer. Neymar is among the most marketable athletes in the world, with endorsement deals worth almost £19M ($23.3M) per year. He is one of the few footballers in the world "who makes more money from his sponsors" than his club. His main sponsor is Nike, but he "also has contracts with Volkswagen, Unilever, Santander, Claro, Ambev and Beats" (THE SUN, 1/11).

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  • Marketplace Roundup: Ear To The Ground To Handle Müller Rice NBA Activation

    Ear to the Ground will handle Müller Rice's sponsorship activation at the NBA Global Games London 2017 on Thursday. Ear to the Ground will "deliver an integrated brand experience aimed at fans," while curating an on-court moment involving Müller Rice brand ambassador Tasty B. Ear to the Ground and the NBA "developed a campaign that places Müller Rice’s rapping bear -- Tasty B and his Rice Crew -- at the heart of the activation to ensure maximum engagement with fans before, during and after the event" (EVENT MAGAZINE, 1/11).

    British Cycling confirmed a partnership with sports nutrition company Science in Sport. The four-year deal begins this month. SiS will work directly with Great Britain Cycling Team athletes to create nutritional strategies for the next four-year cycle, including the Tokyo 2020 Olympics and Paralympics (British Cycling). 

    World No. 1 women's golfer Lydia Ko "now has her own apparel line." McKayson, the newly launched golfwear brand of MCS Sports Co., announced the McKayson LK line, "which Ko will debut at the ISPS Handa Women's Australian Open next month." The "initial term of the sponsorship will be three years," from '17 through '19 (GOLF WEEK, 1/9).

    WME-IMG
    announced a partnership to benefit UNICEF. The alliance will be driven by the WME-IMG Foundation and the U.S. Fund for UNICEF, both headquartered in N.Y. WME-IMG will lead the co-creation and distribution of content to elevate UNICEF's causes (WME-IMG). 

    French national gambling operator FDJ and the French Professional Football League (LFP) have re-upped their partnership for four years, through the Parions Sport brand. Partners since ’09, the LFP and FDJ will now work together through ’20. For the first time, the Parions Sport brand will be the focus point of the partnership. The deal is part of a new strategy for FDJ, which is prioritizing its marketing through football and cycling (LFP).

    Ligue 1 side Lille and Uber, partners since November, have reinforced their partnership. The deal offers exclusive access to Uber drivers for spectators going to Lille matches at the Stade Pierre Mauroy. The reinforcement will include activations dedicated to Lille fans through the Uber app (Lille).

    Second Bundesliga club Fortuna Düsseldorf and Puma have decided to end their partnership at the end of the '16-17 season. The partnership between the club and its kit supplier dates back to the start of the '03-04 season. Uhlsport is reported to replace Puma as the team's official supplier (SPONSORs, 1/11).

    The 13th edition of Kenya's Sports Personality of the Year Awards "got a shot in the arm" with a 3M Kenyan shillings ($28,900) sponsorship received ahead of the Jan. 19 gala. The Kenya Tourism Board presented a 1.5M Kenyan shillings ($14,450) sponsorship while the National Social Security Fund gave a 1M Kenyan shillings ($9,633) sponsorship. Local fashion house Vivienne Taa gave a 500,000 Kenyan shillings ($4,817) sponsorship (ALL AFRICA, 1/11).

    Brasileiro side Corinthians announced a partnership with Brazilian English language academy Minds English School. The school logo will appear on the sleeve of the team's shirt, and will also have a presence on the team's social networks, where it has more than 17 million followers (Minds).

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