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Volume 10 No. 25

Marketing and Sponsorship

The naming rights deal at Tele2 Arena, a 30,000-seat stadium currently under construction in Stockholm, will last at least 10 years, SportsBusiness Daily Global has learned. AEG announced the agreement last week, but did not disclose terms. The AEG-operated facility is scheduled to open in July '13. All five of Stockholm's primary sports venues -- Tele2 Arena, Ericsson Globe, Annexet, Soderstadion and Hovet -- are owned by the city and operated by AEG's Stockholm Globe Arenas subsidiary as part of a 15-year agreement that expires in '23, with an option to extend, according to Stockholm Globe Arenas Communication Manager Marie Lindqvist. The naming rights deal is part of the financing of the Tele2 Arena, according to the City of Stockholm's annual report. The $380M building will have a retractable roof, and will be the home to two rival Stockholm soccer teams -- Hammarby IF and Djurgarden. AEG owns 49% of Hammarby. Hammarby's current home, Söderstadion (South Stadium) will be demolished. The century-old Stockholms Olympiastadion Stadion (Stockholm Olympic Stadium), home to Djurgarden since 1936, is not approved for elite soccer after '14 but will be used for other smaller sporting events. Tele2 Arena recently postponed its opening date to July '13, largely due to the bankruptcy of the concrete subcontractor Betongmästarna.. As of 3pm June 12, AEG's website still listed the building name as Stockhokm Arena, with a completion date of 2012. AEG also has an ownership stake in Djurgårdens IF Hockey, who plays in Hovet. The Ericsson Globe is Scandinavia's busiest sports venue, and is annually named in the list of the top 200 arenas worldwide compiled by Pollstar.

Aviva and U.K. Athletics will part ways on their £8M ($12.4M) a-year sponsorship deal, as the sports governing body "moves to a multi-brand sponsorship model," according to John Reynolds of the BRAND REPUBLIC. Aviva's relationship with U.K. Athletics dates to '98. Its current four-year deal, which ends this year, is "thought to be worth" around £8M ($12.4M) a year. Sources said that U.K. Athletics "wants to introduce a new sponsorship model," which would "spread the sponsorship across a number of brands." U.K. Athletics is "now talking to a number of sponsorship agencies." Aviva could be included as "one of a number of five or six sponsors, instead of the top tier sponsor" (, 6/13).

Brazilian FC Corinthians have reached a sponsorship agreement with Iveco, int'l manufacturer of commercial trucks, parts and diesel engines. The deal is for the home and away semifinal matches of the South American club competition Copa Libertadores against Santos FC. The Iveco brand will be displayed on the chest and back of the team's jersey. Corinthians VP Luis Paulo Rosenberg said, "I am very happy to have Iveco on the jersey of Corinthians." He added, "Even with the crisis that has directly influenced the current global economic scenario, receiving an investment from a company like Iveco shows the importance and the force of our brand" (Corinthians FC).

Procter & Gamble will transition from its Olympic Thank You Mum campaign "to focus on dads in the run up to Father’s Day," according to MARKETING WEEK. The Gillette branded campaign kicked off with TV ads during the England vs. France Euro 2012 game Monday. The global campaign uses "the same creative idea tailored to local markets" by using different Olympic athletes in each region. U.K. TV activity, starring Gillette brand ambassador Roger Federer and P&G’s Team Great Britian brand ambassadors Liam Tancock "will run for two weeks replacing P&G’s mum-focused messaging." It will also be complimented by Facebook activity "offering giveaways and competitions" launching on Sunday. In the U.S., the Gillette dads campaign stars sprinter Tyson Gay alongside Federer (MARKETING WEEK, 6/12).

The Scottish Premier League has named Weatherseal the league's official home improvement partner. Weatherseal is the SPL's first signing of the summer after a significant undisclosed six-figure deal was approved by the 12 SPL clubs (SPL).

RBC ON PAR: RBC Royal Bank will be the title sponsor of the 56th annual RBC Caribbean Amateur Golf Championships, which begin Aug. 6 at Royal St. Kitts Golf Course on the Caribbean island of St. Kitts. The event will feature many of the Caribbean's top amateur golfers (RBC).

MURRAY'S NEW DEAL: Top British tennis player Andy Murray, currently ranked fourth in the world, has signed an endorsement deal with Swiss watch brand Rado (RADO).