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Volume 10 No. 25

Marketing and Sponsorship

The Int'l Stadium Fest (ISTAF) in Berlin "extended its title sponsorship deal with Casino Berlin for at least another year," according to the BERLIN MORGENPOST. ISTAF Managing Dir Martin Seeber said, "We have been assured that Novomatic AG [owner of Casino Berlin] will continue its sponsorship. The meeting is secured for 2013." Terms of the deal were not disclosed. More than 50,000 people attended the track and field event at the Berlin Olympic stadium on Sunday. This year's event was able to break even by generating €1.8M ($2.3M) (BERLIN MORGENPOST, 9/4).

The "German Sports Marketing Index" (DSMI) shows that the German sports industry is continuing its upward trend. The DSMI is an annual survey, which is conducted by business advisory firm Deloitte and the ISS Institute for Sports Management. It showed the business climate in the German sports industry improved in spite of the euro crisis. The 110 industry experts questioned in the survey expect a positive development in the categories of sponsorship, media rights and merchandise. The answers of the experts are weighted in regard to their industry income streams and compared with the index's basis year '06. The result is that the DSMI increased from 101,08 points in '11 to 102,53 points. The DSMI reflects the overall mood and trends of the German sports industry. Deloitte Sports Business Group Dir Stefan Ludwig said, "The development mirrors the recent positive experiences. Over a long period of time, the German sports industry proved itself as crisis resistant and prepared for the future" (Deloitte). 

The British & Irish Lions rugby team have signed on Microsoft to its team of sponsors ahead of the '13 tour of Hong Kong and Australia. The deal will make use of Microsoft's latest technology for the rugby professionals for the four home nations of England, Ireland, Scotland and Wales to build a high performance team. Microsoft GM of Marketing and Operations Scott Dodds said, "This is just the start of our journey towards success in Australia, Hong Kong and beyond, and we have ambitious plans to embed technology throughout the team, bringing this Tour closer to the fans than ever before." Prior to the Tour, Microsoft will be reviewing all aspects of how technology can help the team prepare for '13. From revolutionary training analysis in the cloud to using Windows 8 devices while on Tour. This will be the first time the British & Irish Lions Tour will build in technology (British & Irish Lions).

Official rights holder of the MotoGP World Championship Dorna Sports announced Maybank, "Malaysia's largest financial services group," as its commercial banking partner for this year’s Malaysian Grand Prix on Oct. 21. Maybank will be visible through extensive trackside advertising and will benefit from multiple VIP activities throughout the Malaysian Grand Prix. The financial services group "will collaborate with MotoGP in the official promotion of the event and will be one of the key partners assisting with the region’s ticket sales" (, 9/4). ... The Maharashtra Badminton Association has renewed its  partnership with nine-year long sponsors Sunrise Sports (agents for Yonex in India). The new deal is for three years. MBA President Pradeep Gandhe announced the deal and said that the support from Yonex-Sunrise, which includes providing shuttles, kits and prize-money to their 24 affiliated units, would be worth Rs 2.5 crores ($449,000) (TNN, 9/4).