Marketplace Roundup: Samsung Turning Tel Aviv Marathon Into Video Game-Like Event
Samsung has "taken an innovative approach to its marathon title sponsorship by turning the course into a videogame-like event where runners collect virtual coins throughout which the brand will then donate as real money to charity." The electronics company is the title sponsor of the Tel Aviv marathon in Israel, which takes place on Feb. 24, and is "upping its involvement around the race with a marketing stunt inspired by iconic videogame platformers like Mario Bros and Sonic." The ad for the upcoming marathon "was created by ad agency Leo Burnett Israel" (THE DRUM, 2/21).
The UAE Abu Dhabi cycling team announced Fly Emirates will be a title sponsor, "with the team adopting the name" UAE Fly Emirates. Racing under the name of Lampre-Merida last year, the team's license was taken over ahead of the '17 season, with the new organization "set to race under the name of TJ Sport, a Chinese backer." TJ Sport pulled out late in '16 though, and "there were fears that the team might have raced its last season, but the UAE state took over." With the announcement of a commercial sponsor in Fly Emirates, the "future of the team at least looks a little more secure" (CYCLIST, 2/21).
Rugby League World Cup 2017 announced SP Brewery as an official platinum partner in Papua New Guinea. SP Brewery will have a branding presence in-stadia "that will be seen in over 110 countries where the RLWC2017 is broadcast." SP Brewery will also produce a commemorative RLWC2017 "SP Lager" beer can, which will be available across Papua New Guinea ahead of the tournament (VOXY, 2/20).
Premiership rugby side Harlequins announced it extended its existing three-year deal with Maximuscle. The two-year partnership extension will see Maximuscle continue to provide the playing squad with nutritional support (Harlequins).
Warwickshire County Cricket Club secured a new deal with PlayerLayer to be the official kit partner for the '17 season. The sportswear company will supply playing and training kits for all Warwickshire and Birmingham Bears teams in the '17 season, as well as a range of replica kits available for fans (Warwickshire CCC).
Chinese Super League side Jiangsu Suning agreed to "a shirt sponsorship deal" with telecom Konka. The agreement covers the 2017 CSL season, "which gets underway next month." Konka’s branding "will feature on the front of Suning’s shirts" (SPORT BUSINESS, 2/21).