Group Created with Sketch.
Volume 10 No. 25

Marketing and Sponsorship

Björn Borg will launch his Swedish fashion brand collection in the Sogo department store in Shanghai. The store is located on the city's West Nanjing Road, known as the luxury shopping street lined with numerous global brands. Björn Borg is also introducing its products throughout the whole country on China's largest e-commerce site Taobao. Björn Borg CEO Arthur Engel said, "This is a first step in our Chinese initiative. We are in it for the long term, and this will be followed by a number of stores both in Shanghai and the rest of China." The Björn Borg offer in China will feature a full wardrobe, from underwear and sportswear to footwear and accessories. Björn Borg's investing partner in China, Penny York, has held senior positions since '04 for an int'l underwear brand with more than 500 points of sale before joining the Björn Borg China initiative (Björn Borg).

Costa Coffee is moving into cycling sponsorship and backing Olympic Medalist Ed Clancy's team -- Rapha Condor Sharp -- during the Tour of Britain in September, according to John Reynolds of MARKETING MAGAZINE. The move marks the first time that Costa has dipped into sport sponsorship. The Costa Express brand, which was renamed after the company's acquisition of Coffee Nation, and not the over-arching Costa brand, is sponsoring the team. Costa Express branding "will appear on the team clothing and on their bikes during the Tour of Britain." Costa will have the option to extend its sponsorship after the tour is over (, 8/22).

Triunfo Logistica "could break their contract" with Brasileiro club Flamengo after the beach football team of the club played a match without the company's logo, according to Daniel Zalaf of The company's legal department is weighing the different options that can be taken against the Rio de Janeiro-based team. Triunfo Logistica signed a six-month, R$3M deal with the club back in June to have its logo on the shoulder of the team's uniforms. The agreement includes the club's top football team, along with the futsal and beach football teams (, 8/22).'s Rodolfo Gomes reported that Triunfo Logistica "is seeking" R$300,000 ($148,000) from the club for their breach of the contract. Flamengo has been notified but has yet to comment (, 8/23).

Beermaker Tusker has agreed to a new three-year, Sh 170M ($2.02M) sponsorship with the Kenya Premier League, according to William Njuguna of THE STAR. The league will now be known as the Tusker Premier League, and the official unveiling of the sponsorship will be on Sept. 4. KPL CEO Jack Oguda said it had taken the KPL four years to convince Tusker to sponsor the league. Oguda: “We have had negotiations over the last four years trying to convince them to come on board and sponsor the league. Finally we have struck a deal with them.” Oguda said that players and the league's 16 clubs will "benefit immensely from the deal." He asked the clubs to start "professionalising their operations." Oguda: “We expect to see the clubs thriving and being run as professional outfits. The clubs will benefit from the injection of cash from our new sponsor.” According to the KPL’s policy, clubs are entitled to 65% of the total kitty, which will also see "the prize money for winning the league enhanced." The venue and time of the launch has yet to be announced. South African pay-TV channel Supersport will "remain the broadcast partner for the league" (THE STAR, 8/22).

Bundesliga club FC Nuremberg "has finally signed a new shirt sponsorship deal with textile company NKD," according to Daniell Westgate of BILD. NKD, one of the biggest textile companies in Germany and Austria, "will reportedly pay about €3M ($3.8M) annually to be featured on the club's jerseys." Nuremberg's contract with marketing agency Sportfive guarantees the payment of a certain amount, which "would have been considerably lower than" the €3M from NKD, even if the club did not acquire a shirt sponsor. The last time Nuremberg had a textile company as its shirt sponsor (mister*lady in '07) the club won the German DFB Pokal.Nuremberg is the last team in the Bundesliga to sign a jersey sponsor (BILD, 8/22).

Rangers FC have partnered with retail firm that will see the club sell its merchandise through the sportswear firm's outlets, according to the SCOTSMAN. The deal will allow Rangers "greater control over the range, price and design of products." The club said that the new deal means that they "will look at acquiring an airport retail site." Sports Direct Owner Mike Ashley had previously "expressed interest in purchasing a stake of up to 10%" in Rangers (SCOTSMAN, 8/23).

Bundesliga club FSV Mainz 05 signed a new sponsorship deal with B&B Hotels for the '12-13 campaign. B&B hotels will receive ad space on rotating boards in camera view (FSV Mainz 05). ... Bundesliga club Hamburg SV agreed to a new partnership with outdoor advertising company JCDecaux Deutschland. During the '12-13 Bundesliga season, the HSV and JCDecaux will support the social sports initiative of the Hamburger Weg with outdoor advertisement in and around Hamburg. The first four images can be seen from Aug. 21-28 (HSV).

BOARD GAMES: Newly promoted Bundesliga club Eintracht Frankfurt will install new LED-boards in camera view during the upcoming Bundesliga season. The new LED-boards will rotate, allowing four different sponsors to be promoted at the same time. The new ad board concept was created with the help of marketing agency Sportfive (Eintracht Frankfurt). ... Second Bundesliga club Eintracht Braunschweig extended its sponsorship deal with BS-Energy for another two years. The deal includes ad presence in the stadium and stadium magazine, as well as commercial spots on the scoreboards and other promotional events. In addition, BS-Energy's logo will be featured on the first team's practice outfits (Eintracht Braunschweig).