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" (MARKETINGMAGAZINE.co.uk, 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 (THISISSTAFFORDSHIRE.co.uk, 7/21).
