SBD Global/March 21, 2017/Marketing and Sponsorship

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  • Volta A Catalunya Announces Five-Year Partnership With French Organizer ASO

    Volta a Catalunya Dir Rubén Peris said after reaching an agreement with ASO that the French organizer "is the best possible partner" in the world of cycling, according to the EFE. The deal is for the next five years. ASO will hold the TV and commercial rights to the race throughout the period. Peris said, "The agreement has come together very quickly, basically in one year. ... We had to guarantee the survival of the event and, at the same time, be sure to safeguard its unique character" (EFE, 3/20).

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  • Snapchat, Australian Football League Sign Multi-Year Deal

    Snapchat owner Snap Inc. signed a multi-year deal with the Australian Football League to produce "Our Stories" for the "competition and teams across the season," according to Max Mason of the AUSTRALIAN FINANCIAL REVIEW. The L.A.-based technology company has been "pushing into Australia hard over the last 12 months and now has 4 million daily users." The new deal with the AFL "follows one-off partnerships between Snap and the sporting body" during last year's grand final, the women's season opener earlier this year and a preview of this year's men's season. The "crux" of the deal is understood to be based on advertising revenue share. The stories will be put together by Snap, "stitching together fan, athlete and league messages into one video." Each home stadium "will also have geofilters." Snap views events such as sport, concerts and festivals as "key to its advertising business model," much like traditional TV broadcasters. Such entertainment is "one of the few guarantees for strong and consistent audience reach." It previously did deals with Seven West Media for the Olympics and Tennis Australia for the Australian Open. Snapchat's younger audience skew is "vital in securing advertising dollars." Digital marketing firm eMarketer forecast the "newly listed disappearing video business' advertising revenue will hit" $770M this year in the U.S. (AFR, 3/19). MASHABLE's Ariel Bogle reported Social Media Today's Andrew Hutchinson said that it was "a big deal" for Snapchat to sign up a local league "on the scale of the AFL." He suggested the company would be able to monetize by "selling ad packages against the coverage." While many big brands "are advertising on Snapchat locally," Hutchinson explained that it does not yet have the penetration of the U.S. market, where it has partnered with the NFL and other leagues. Snapchat "clearly thinks AFL players in short shorts is a winning recipe, and it may be onto something" (MASHABLE, 3/19).

    Print | Tags: Australia, Marketing and Sponsorship
  • Badminton World Federation Signs Three-Year Extension With Total

    Total will continue to sponsor Badminton World Federation major events for an additional three years, from '19-21. The BWF and the energy firm agreed to a partnership extension, confirming Total's title sponsorship of BWF's flagship tournaments beyond the initial three-year deal that ends next year. The tournaments include the Sudirman Cup, the Thomas and Uber Cup Finals and the BWF World Championships. Brokered by Infront Sports & Media, the extended partnership follows the initial multi-million dollar agreement which BWF and Total signed from '15-18. The new deal includes a number of digital assets (BWF). 

    Print | Tags: Marketing and Sponsorship, Europe
  • Marketplace Roundup: Nike Unveils New England Football Away Kit

    Nike "unveiled England's new away kit ahead of this week's friendly with Germany." The new blue kit is the first jersey launch since Nike extended its partnership with the FA at the end of '16. It was unveiled by ManU forward and England int'l Marcus Rashford on his Instagram and Twitter accounts (THE DRUM, 3/20).


    Women's tennis world No. 5 Simona Halep signed a multi-year partnership with Mercedes-Benz Romania. Halep will serve as a brand ambassador for the luxury automaker in Romania. She will appear in Mercedes-Benz marketing campaigns, appear at events for the brand and promote the brand on her social media channels. The agreement was secured by Lagardère Sports (Lagardère Sports).

    Online printing company Flyeralarm acquired the naming rights to Austrian Bundesliga side Admira Wacker Mödling "for the next ten years." The club "will be officially known as FC Flyeralarm Admira Wacker with immediate effect." The Würzburg-based company has been a partner of Admira since '11 (SOCCEREX, 3/20).

    Caixa Bank extended its sponsorship of Brasileiro side Coritiba "for a further season." The financial service provider will continue to be the front-of-shirt sponsor of the club. Market4Sport reported the value of the one-year extension is $7.5M, which is a $1.5M increase from the previous deal (SPORTS PRO MEDIA, 3/20).

    Hospitality agency VIP Sportstravel and global technology company Epson extended their partnership until the end of '17. VIP Sportstravel will continue to provide full support for Epson's hospitality guests attending Formula 1 races. Epson has been a global partner of the Mercedes-AMG Petronas Motorsport team since '16 (Lagardère Sports).

    Ace Travel & Tours will sponsor the Saudi Cup League, organized by the Jeddah Cricket Association. This was "announced recently after an agreement was signed between Ace Travel and JCA representatives" (ARAB NEWS, 3/20).

    The French Rugby Federation (FFR) announced Deloitte France and French rail operator SNCF signed an agreement to become official supporters of the French bid to host the 2023 Rugby World Cup. The partnership will run through Nov. 15, the date the World Rugby exec board will vote for the ’23 host city (FFR).

    Real Madrid renewed its partnership with Spanish brewery Mahou Cinco Estrellas through June '19. The partnership dates back to '01. Mahou will have an advertising presence on LED boards at the Santiago Bernabéu and will have pouring rights in the stadium's bars and hospitality suites (Real Madrid).

    The Belgian Football Federation (URBSFA) announced eyewear brand Alain Afflelou as a sponsor. The agreement runs through the 2018 World Cup. The Alain Afflelou brand will be visible at the King Baudouin Stadium in Brussels, and will supply the national team with sunglasses (URBSFA).

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