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Volume 6 No. 213

Marketing and Sponsorship

Ernie Els' agent is in discussions about appearance fees with representatives from about a dozen int'l tournaments, including several in Asia, after the South African golfer won the Open Championship, his first major in 10 years, on Sunday. "There is a lot of interest in Australia, China, Hong Kong, Singapore, and, of course, South Africa, where he is from," said Vinny Giles, Els' agent and principal of Pros Inc., a Richmond, Va.-based golf agency. Els currently has endorsement deals with Callaway Golf for equipment, and corporate sponsors SAP, Royal Bank of Canada, Boeing and Upper Deck. Giles would not comment on how much Els, 42, earned from his corporate sponsors for winning the Open, but Giles acknowledged that, as is typical with most top golfers, Els had bonuses in his contracts for winning a major tournament. Giles: "You could assume a guy like Ernie, in the realm he is in, he is looking at a very nice, seven-figure payday. He will make more (in endorsement bonuses) than he did in prize money from the British Open." Els got $1.4M in prize money for winning the Open Championships.

INTEREST IS BOOMING: Giles said he has received interest from corporations since Els won the Open about new deals, but noted that the golfer does not have a lot of space for additional signage because of his long term relationships with his existing partnerships. Giles: "Right now, I don't see that there is any urgency to add corporate sponsors." Giles added the way Els can capitalize on his British Open win is through appearance deals. Tiger Woods is believed to command the highest appearance fees in golf and Giles estimated that Woods' starting fee would be at $1.5M and go up to about $3M. Giles: "I would say I would think Ernie would be looking at a minimum of $500,000 and I would say in most cases it would be at least double that. He was already being asked to play some places with very nice appearance fees, but as they say in the game ... the price of poker just went up."

EPL club Liverpool has signed a four-year deal with Chevrolet in which the U.S. car brand will become its official automotive partner. The deal, running through the '15-16 EPL season, includes signage at Anfield, inventory within Liverpool's online and offline editorial outlets, and player appearances, among other assets. Chevrolet is also serving as an official sponsor for the club's ongoing pre-season North American tour, which includes matches last Saturday in Toronto, tomorrow night in Boston, and Saturday in Baltimore. Financial terms were not disclosed. "This landmark partnership once again demonstrates the value of Liverpool's international appeal," said Liverpool Managing Dir Ian Ayre. "Partnerships with blue-chip brands like Chevy will help ensure the long-term growth and success of our club, both on and off the pitch." Chevy also recently signed a sponsorship deal with ManU, while GM's U.K. brand Vauxhall Motors has a deal with the English FA, under which it gets sponsorship of the national team's practice jerseys.

Telecoms company O2 is "dropping its sponsorship" of Arsenal FC, according to Sarah Shearman of MARKETING MAGAZINE. The O2 brand was launched 10 years ago through a shirt sponsorship of the London football club. The U.K. company began its relationship with Arsenal in '02, first as a shirt sponsor and "more recently as a secondary partner," after Emirates took on the primary role. O2's sponsorship "concludes at the end of this month." At this stage it is unknown whether there will be a replacement. O2 Marketing and Consumer Dir Sally Cowdry said that the brand "will now focus on its sponsorship of the England rugby team and its Priority Sports programme." However, O2 will maintain an association with Arsenal thanks to a "recent tie-up with Nike" (, 7/24).

DOUBLE UP: EPL club Stoke City will become the first team in the U.K. to have "double-decker electronic advertising boards" around the perimeter of the field. The move will "increase advertising revenue" at a time when potential TV audiences could top 4.4 billion worldwide (, 7/21).

Bundesliga champion Borussia Dortmund now "cleans up financially," after winning the league title and the German Cup last season, according to BILD. Dortmund CEO Hans-Joachim Watzke explained that his club is "so attractive to sponsors" because of its image. Watzke said, "The club's image is outstanding, and we have a young and likeable team. In addition, we have a head coach who has triggered a surge of sympathy." Dortmund has doubled its sponsorship revenue over the past eight years. Watzke added, "When I started seven-and-a-half years ago, the club's sponsorship revenue was around €30M ($36M) annually. This year our revenue will be just under €60M ($72M)." Dortmund's annual sponsorship deals, among others, include chemical company Evonik (€10M / $12M), Puma (€6M / $7.2M), financial firm Signal Iduna (€5M / $6M) and automaker Opel (€2.5M / $3M) (BILD, 7/24).

David Beckham "kicks a ball into a drum" to signal the beginning of the London Games in a new TV ad for TOP sponsor Samsung, according to Maisie McCabe of CAMPAIGN LIVE. The ad, made by Cheil Worldwide, "shows people all around the world waiting for Beckham to hit the drum to start the Olympic Games, and then using their Galaxy S III handsets to share footage of his shot." Samsung's Olympic campaign is based around the theme of "Everyone's Olympic Games." Cheil U.K. came up with the "creative concept for the spot," which was then adopted by Samsung globally and produced with Radke Film Group. The ad, which will be used in 26 countries, was adapted for the U.K. by Sweet Images (, 7/23).

GREAT START: CAMPAIGN LIVE's Loulla-Mae Eleftheriou-Smith reported that TOP sponsor Proctor & Gamble's shaving brand, Gillette, has unveiled a major outdoor push as part of its "Great Start" Olympic campaign. The campaign features brand ambassadors such as British cyclist Chris Hoy, British swimmer Liam Tancock and U.S. sprinter Tyson Gay. The campaign was created by advertising agency Abbott Mead Vickers BBDO. It has erected ads on three tower blocks in Stratford "overlooking Olympic Park" (, 7/24).

BUILDING BLOCKS: Smith also wrote that Lego is "the latest brand to advertise its Olympic credentials this week in an outdoor push for its Team GB minifigures range." A total of 35 ads were created by Dazzleship and feature the different Lego Team GB figures "smiling above a strapline wishing the different athletes good luck." The figures range from boxers to gymnasts to swimmers (, 7/24).