SBD Global/April 21, 2017/Marketing and Sponsorship

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  • Serena Williams' Pregnancy Likely To Boost Sponsorship, Experts Say

    A pregnant Serena Williams makes the tennis player "even more attractive to corporate sponsors, allowing her to extend her reach into maternity wear and motherhood products," sponsorship industry execs said, according to Ben Klayman of REUTERS. Williams, 35, on Wednesday confirmed her pregnancy. She is "already known around the world for her dominance of women's tennis," but pregnancy would make her "even more likeable in the eyes of the wider public," sponsorship experts said. McCarter & English attorney Gary Fechter, who has represented companies in sponsorship deals, said, "You take an iconic name who's now a brand and you add pregnancy to it, you get a happy story. This just makes her even more valuable." Williams "could add to her earnings by appealing to new audiences," the experts said. Existing sponsors "could tell new stories with an expecting superstar athlete," and new corporate sponsors "might sign up with the mom-to-be as well." IEG SVP Jim Andrews said, "This just adds another dimension to Serena the person." Industry officials agreed that "no existing sponsor would ever drop Williams" as a spokesperson because she remains "at the top of her sport" and any move by a company to distance itself from a pregnant woman would "likely be heavily panned by the public." Doug Shableman, president of Burns Entertainment, which matches celebrities with corporate sponsors, said, "There are a lot of different products and a lot of different brands that will feature families, motherhood, young kids and here's somebody who would be potentially a great working mom if she continues her career" (REUTERS, 4/19).

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  • December Clásico Between Real Madrid, Barça Generated $42.5M In Value For Sponsors

    When Barcelona takes on Real Madrid in Sunday's Clásico at the Santiago Bernabéu, Lionel Messi, Cristiano Ronaldo and Co. will once again have the attention of football fans all over the planet. Research from Nielsen quantified the value generated by the teams' clash in Barcelona on Dec. 3, which ended in a 1-1 draw.

    The data compiled by Nielsen shows that: 

    • The December Clásico generated $42.5M in total TV and social media value.
    • Of that $42.5M, social media accounted for 12% for sponsoring brands.
    • Barcelona generated a total of $37.4M in media value for brands, while Real Madrid generated $5.1M.
    • Social media accounted for almost half of Real Madrid's total media value (41%).
    • Facebook generated $2.9M in value, more than Sport TV Panel shows.
    Nielsen Sports Head of Digital Max Barnett said, "With social media adding over $5 million in total value to sponsors, this shows just how critical a medium it has become. When we measure its value in context, we can see with accuracy its growing worth. In today’s fragmented media market, brands and rights owners are grappling to understand the value of their partnerships and El Clásico offers the perfect example of why a unified measurement is so important. The analysis also highlights the importance of social media for an away team as a tool to generate value for partners when there is no possibility for exposure through traditional in-stadium advertising inventory. We’ll likely see the away team this weekend, FC Barcelona, invest in engaging, relevant content for their global fan base." The most valuable social media post from the draw in December was "[FULL TIME | FINAL]" on Barcelona's Facebook Live page, which drew more than 4.3 million viewers and generated over $186,000 for sponsoring brands. Barnett added, "Video was a key driver of social media value for this match [in December]. Over 64% of media value came from video which compares to European football's average of 44% from this season so far. Facebook Live was also leveraged extremely effectively in the buildup, during, and after this match, driving 27 million views from over five hours of content broadcast by the two teams."

    Source: Nielsen
    Source: Nielsen

    Print | Tags: Marketing and Sponsorship, Europe
  • France's Ligue 1 Signs Three-Year Naming Partnership With Conforama

    France's Ligue 1 will be known as Ligue 1 Conforama for the next three seasons.

    The French Professional Football League (LFP) announced a partnership between Ligue 1 and European furniture retail chain Conforama. The company becomes the title sponsor for Ligue 1 for the next three seasons, through ’19-20. Starting with the ’17-18 season, Ligue 1 will be known as Ligue 1 Conforama. LFP Exec Dir Didier Quillot said, “Ligue 1’s media influence will allow Conforama to gain national and international visibility” (LFP). L’ÉQUIPE reported sources said that Conforama will pay a little less than €10M ($10.7M) per year for the naming rights. Ligue 2 started the ’16-17 season with Dominos as its naming sponsor (L’ÉQUIPE, 4/20).

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  • OVO Energy To Sponsor Tour Of Britain, Women's Tour In '17

    OVO Energy confirmed it will sponsor the Tour of Britain and the Women's Tour in '17. The new title sponsorship will see the events named the OVO Energy Tour of Britain and the OVO Energy Women's Tour, while the leader's jersey will turn green for the first time. The company will also sponsor the 2017 Tour Ride which will give amateur cyclists the opportunity to take on the challenge of a route inspired by the Women's Tour. The tour covers 1,900km, with more than 200 competitors, 2 million spectators and 14 million TV viewers (British Cycling). CYCLING NEWS reported as well as a new sponsor, organizers "confirmed the presence of the Women's Tour's three former winners" -- defending champion Lizzie Deignan (Boels Dolmans), Lisa Brennauer (Canyon-SRAM) and Marianne Vos (WM3 Pro Cycling) -- for the '17 edition of the June race. The Women's Tour will take place from June 7-11, "with the race finishing in London for the first time." Deignan won last year's race, beating Ashleigh Moolman-Pasio by 11 seconds in the overall standings (CYCLING NEWS, 4/20).

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  • Marketplace Roundup: Rugby League World Cup 2017 Signs Isuzu UTE Australia

    Rugby League World Cup 2017 announced Isuzu UTE Australia as the official automotive partner for the tournament, to be co-hosted by Australia and New Zealand with three pool matches in Papua New Guinea from Oct. 27-Dec. 2. As the official automotive partner of the RLWC2017, Isuzu UTE Australia will receive brand integration through virtual on-field, LED and in-stadia branding across all matches (RLWC). 

    Premier League side AFC Bournemouth appointed data-led sports agency Two Circles to "deliver a new digital platform." The club will work with Two Circles to "ensure the new platform delivers maximum fan engagement and commercial performance, leaning on the agency's experience to create a wholly new data management infrastructure" (SOCCEREX, 4/20).

    Liqui Moly joined the 2017 Ice Hockey World Championship as an official sponsor. The brand will be featured across the event, held from May 5-21 at the Lanxess Arena in Cologne and the AccorHotels Arena in Paris. Liqui Moly will benefit from brand exposure in camera view as well as logo integration across all official print material, the Int'l Ice Hockey Federation website and video spots onsite (Infront). 

    Eredivisie side Ajax unveiled workplace specialist PCI Nederland as its latest official supplier. PCI will implement its HP printing facilities in the Ajax offices at the Amsterdam ArenA, with its branding visible around the stadium. In addition, the company has "acquired a hospitality berth for home matches, and the rights to use Ajax's branding on its promotional materials" (SOCCEREX, 4/20).

    National Rugby League side Penrith Panthers will play an NRL match in Bathurst each season until at least '28 after signing a 10-year agreement with Bathurst Regional Council. The agreement continues a partnership that began in '14 and has already seen the Panthers play three NRL fixtures at Carrington Park in Bathurst (Panthers). 

    The French National Handball League (LNH) and sport facilities managing company S-Pass announced a partnership to co-produce several events at S-Pass-managed venues. The deal will run through ’21 and involves the Champions Trophy and the Coupe de la Ligue Final4 (LNH).

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