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Volume 10 No. 25

Marketing and Sponsorship

Brasileiro club São Paulo has agreed to a R$53M ($26M) deal with electronics manufacturer Semp Toshiba through the end of '14, according to Gabriel Saraceni of The club had gone eight months without a primary sponsor but will now have the company's logo on the front and back of its uniform. The deal is worth a club record R$23M ($11.3M) annually. Previous sponsor BMG paid R$22M during its first year sponsoring the club from Sept. '09-Sept. '10. In addition to having its logo on the team's jerseys, the company will have a store in the Morumbi Stadium as well as the option of running marketing campaigns in partnership with the club (, 9/5). MEIO&MENSAGEM reported that the agreement was announced Wednesday night, shortly before the club kicked off against fellow Brasileiro club Internacional at the Morumbi Stadium. The Semp Toshiba logo "was already stamped on the front and back of the uniforms" for the match. The company previously sponsored Santos from '07-09 (MEIO&MENSAGEM, 9/6).'s Renan Prates reported that during the press conference, São Paulo Marketing VP Julio Casares "admitted the club is also negotiating with a number of suppliers." It had been rumored that the club's partnership with sportswear manufacturer Reebok, which expires at the end of the year, was not going to be renewed. Casares: "We started conversations with a number of companies this week to figure out who will dress São Paulo in the upcoming year" (, 9/6).

German Basketball Bundesliga club Neckar Riesen Ludwigsburg expanded its sponsorship deal with Porsche subsidiary automotive process and IT consulting firm MHP after both parties had already agreed to a business partnership in August. MHP will become a second-tier premium sponsor and be featured on the court and on boards inside the Arena Ludwigsburg. In addition, MHP will present an exclusive monthly fan voting, in which fans can vote for the club's Player of the Month and win attractive prizes. MHP recently signed a 10-year naming-rights deal with Arena Ludiwigsburg (Neckar Riesen Ludwigsburg).

Bundesliga club FSV Mainz 05 signed a new sponsorship deal with heavy goods manufacturer Adolf Württh GmbH & Co. KG. The one-year deal includes ad space on boards behind both goals at the Coface Arena (FSV Mainz 05). ... The Int'l Sports Agency AG "extended its sponsorship deal" with the Germany-based automotive, heavy goods and motorcycle parts manufacturer Würth Group "for all int'l qualification matches including those for the 2014 World Cup of the Swiss national football team." The new package consists of about 150 games (, 9/3). ... Arsenal FC striker Olivier Giroud has agreed to a contract extension with Puma. The French int'l will continue to wear the Puma Speed on the pitch and be "an int'l ambassador" for the brand off the field. Terms of the deal were not disclosed (, 9/5). ... Real Madrid striker Karim Benzema has agreed to a deal with prepaid card BUZZmobile. The card specializing in int'l calls was launched by operator MVNO, which belongs to the telecoms group SFR. In the upcoming weeks, the French int'l will appear "in a number of advertisements." The card users will have a chance to win tickets to both French national team and Real Madrid matches (, 9/4). ... Yamaha Motor has become a co-sponsor of the ongoing Subroto Cup football tournament that will, for the first time, see participation of girls teams from across India. The most "promising and best players" in the U-17 category will receive four Yamaha Ray gearless scooters as prizes (PTI, 9/4).