Sponsorship consultant Kim Skildum-Reid spoke at the Sport is Fantastic conference in Sydney and said that rights holders "should question the value of intrusive on-field and mid-event advertising that might damage their relationship with fans." Skildum-Reid conceded that research had shown that on-field advertising offered a short-term brand recall list to sponsors, but its "longer-term brand building value was questionable" (ASIASPONSORSHIPNEWS.com, 6/29).
PUMA SPEED: In Kingston, André Lowe reported Puma formed a "long-term partnership" with Jamaican sprint hurdler Andrew Riley. Riley, a four-time NCAA champion at 100m, 110m hurdles and 60m hurdles, became the first athlete to win national titles in the 100m and 110m hurdles in the same year (Jamaica GLEANER, 6/29).
DEEP END: The Int'l Swimming Federation (FINA) has entered into partnership with manufacturer and distributor of diving boards and stands Duraflex Int'l Corp as official supplier from '12-16 (FINA).
THIRST QUENCHER: THE DRUM reported French mineral water brand Evian has extended its sponsorship with women's tennis No. 1 Maria Sharapova for another three years, which will see her continue as brand ambassador. Evian will continue to be the official bottled water for Wimbledon for a further five years. The brand also extended its deal with the All England Club until '17 (THEDRUM.co.uk, 6/28).