SBD Global/February 17, 2017/Marketing and Sponsorship

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  • ManU's Wayne Rooney Stars In Promo For X-Men Movie 'Logan'

    ManU "has forged ahead" with its 20th Century Fox movie partnership, "likening its all-time top scorer Wayne Rooney to Marvel’s Wolverine in a trailer promoting 'Logan,'" according to John McCarthy of THE DRUM. Following previous partnerships promoting "Deadpool," "X-Men Apocalypse" and "Independence Day 2," the club has "injected its brand into building awareness around the launch of a new movie." The spot "shows how tough the England captain is, comparing his ability to combat critics and recover from injuries" to the "easily-angered" X-Men character portrayed by Hugh Jackman. To date, the video, entitled "Heroes Become Legends," has received more than 2,200 retweets (THE DRUM, 2/16).

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  • Carling Innovation To Entertain Pubgoers While Pints Are Poured

    Brewery Carling is set to "entertain pubgoers with football clips while pints are poured," according to Simon Gwynn of CAMPAIGN LIVE. Molson Coors "created a font for Carling featuring a screen that will show classic goals from the 25-year history of the Premier League." A prototype has been installed at The Argosy in Derby, with "further trials to follow." The font was developed "in-house." Carling Brand Dir Jim Shearer said, "The font is the latest in a series of digital innovations for the brand." The brand last year launched Carling Tap for iPhone and Android, which replaced its previous app, iPint. Carling Tap includes features such as Goal of the Month, in which "fans can vote for their favourite goal and be in with a chance of winning prizes" (CAMPAIGN LIVE, 2/16).

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  • BCCI's National Team Sponsorship Rights Expected To Net $80M Windfall

    The Board of Control for Cricket In India "is poised for a bumper windfall" of at least $80.3M as the "coveted" national team sponsorship rights are up for sale, according to ASIA SPONSORSHIP NEWS. The five-year deal is expected to involve 259 matches, including 238 bilateral matches and 21 across Int'l Cricket Council tournaments -- the ICC Champions Trophy in June, the 2019 ICC World Cup, 2020 ICC World T20, and 2021 ICC Champions Trophy. BCCI has set approximately $33,000 as the base price for bilateral matches, while for ICC tournaments the base price is set at $10,500. Even "at the most conservative scenario," the BCCI will earn at least an estimated $78.1M from bilateral matches and $2.2M from ICC properties, totaling $80.3M. Going by the BCCI’s "past record and the national team’s stellar performances in recent years," experts believe that the sponsorship rights race will see "aggressive bidding from some of the biggest corporations in categories such as telecommunications, conglomerates, and e-commerce." Currently, broadcaster Star India, whose three-year deal ends in late March, "forks out" $28,600 per match for bilateral matches -- the base price was set at $22,400 -- and $10,000 per match in ICC championship series (ASIA SPONSORSHIP NEWS, 2/16).

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  • FIFA Video Game Maker EA Sports Reviewing Global Advertising Account

    EA Sports, which owns the FIFA video games, "is reviewing its global advertising account," according to Gurjit Degun of CAMPAIGN LIVE. Agencies received requests for information from EA this week. EA Sports has worked with Wieden & Kennedy Amsterdam in the past to create ads including "Play beautiful" to promote FIFA 16 in Sept. '15. Publicis Media handles EA Sports’ global media business, which is reportedly worth £80M ($99.7M). Arena Media previously worked on the account. The brand spent £1.6M on U.K. advertising in '15. EA Sports "did not respond to a request for comment" (CAMPAIGN LIVE, 2/16).

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  • Marketplace Roundup: McLaren Marketing Dir Ekrem Sami Stepping Down

    McLaren’s "long-standing" Marketing Dir Ekrem Sami announced that he will "step down before the start of the new season" as the Formula 1 team "embarks on a new era in his leadership." Sami will depart his role at the end of March, "drawing to an end a 35-year career with the Woking-based team." He said, "I don't mind admitting that it feels a bit strange to be announcing that I'm moving on from McLaren. ... But now is the right time." Sami's departure "comes during a period of restructure" for the F1 team (THE DRUM, 2/16).

    U.K. bookmaker Sun Bets announced it will "sponsor English National League South side Sutton United" for its upcoming FA Cup fifth round tie against Arsenal. The one-time sponsorship "will see the Sun Bets logo printed on the front of Sutton United match day shirts for the FA Cup tie which will be televised live on BBC 1" on Feb. 20 (SBC NEWS, 2/15).

    Sunsail will support Southampton Sailing Week, "stepping on board as an official event partner." The company is also the title sponsor of the week’s corporate challenge, "which will see businesses from across the Solent and beyond battle it out on the water for victory" (BDAILY, 2/16). 

    Tech firm Atos was confirmed as the first official supporter of the Glasgow 2018 European Championships as the timing, scoring and results provider. Atos will provide TV graphics services for cycling, golf, gymnastics and triathlon, as well as TV graphics highlights packages for all sports (Atos). 

    The Int'l Volleyball Federation (FIVB) named Senoh Corp. an official supplier of volleyball and beach volleyball equipment for all FIVB events and the Olympic Games. The partnership -- which will run from '17 through the 2024 Games -- will see Senoh provide posts, pads, nets, antennae, referee chairs and floor apparatus for volleyball, and court lines and post bases for beach volleyball (FIVB). 

    National Rugby League side Parramatta announced ALAND Developments as a new major sponsor, with the property development and construction company joining the club as the sleeve sponsor (NRL). 

    Shinty's Camanachd Cup secured sponsorship from Scottish homebuilder Tulloch Homes for four years. Tulloch Homes will be the third sponsor for the competition (SCOTSMAN, 2/16).

    Huawei announced it will sponsor Pakistan Super League 2017 team Lahore Qalandars (PAKISTAN TRIBE, 2/15).

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