Group Created with Sketch.
Volume 6 No. 216

Marketing and Sponsorship

Argentinian side River Plate has renewed its contract with adidas, according to The German firm will continue to provide the club with sportswear until Dec. '18. River Plate is one of adidas' "longest partnerships." The relationship between the two started 30 years ago, and only the German national team and Bayern Munich have had as long a relationship with the company. Adidas Argentina President Walter Koll said, "The extension of the contract with River Plate confirms our long-term successful relationship. We are proud to sponsor the club and continue this partnership. The announcement reinforces our position as brand leader in Argentina" (, 9/11).

Pepsi Jamaica Head of Marketing Carlo Redwood said that "plans are afoot" to bring a new Gatorade innovation locally, according to H Walker of the JAMAICA OBSERVER. Jamaican Olympic Gold Medalist Usain Bolt, "arguably the world's premier athlete in any sport," will be heading to New Zealand next month to promote the energy drink. Specific plans of the Bolt-Gatorade campaign will be released soon. Redwood said, "We are working on a number of innovations, the G-Series in America that we are looking to bring it to Jamaica as we continue to build the brand." Aside from Gatorade, Bolt has also inked endorsement deals with Puma, Swiss watchmaker Hublot, and TV and phone service Virgin Media. Additionally, Visa signed him to an agreement and "splashed Bolt's image on billboards across Europe," while Soul Electronics also signed a deal that will "develop Bolt's own line of headphones for the company" (JAMAICA OBSERVER, 9/12).

Research revealed that Paralympic Games sponsors "have yet to see any significant uplift in brand perception," according to Russell Parsons of MARKETING WEEK. YouGov’s BrandIndex data shows the brands most-closely associated with the Paralympics "did not see any marked increase in positive sentiment" during the fortnight the Games took place despite record attendances, unprecedented levels of success for Paralympic GB and millions spent on activation campaigns. Paralympic-only sponsor Sainsbury’s saw its buzz score -- a net balance of whether people have heard positive or negative things about the brand -- increase to 21.4 Tuesday, up from 18.8 on the day of the Opening Ceremony (Aug. 29), an increase not seen by the pollster as “statistically significant” (, 9/12).

Global technology and document services expert Ricoh signed an agreement confirming that it will continue as title sponsor of the Ricoh Women’s British Open until at least the '16 Championship. The company will also continue to support the tournament organizers with its document services. The Ricoh Women’s British Open was founded by the LGU in '76 and is staged in conjunction with IMG. The event has been co-sanctioned by the LPGA and Ladies European Tour since '94 and gained Major status in '01 (Ricoh).

The football stadium in Nuremberg, Germany "is looking for a naming-rights sponsor after its previous contract with easyCredit expired in July," according to Westgate & Werzinger of BILD. Without a naming-rights partner, the stadium operator, Stadium Nuremberg Operating GmbH, "loses thousands of euros every day, which very easily accumulates to millions." Bundesliga club FC Nuremberg CFO Ralf Woy said, "Regardless of a naming-rights sponsor, we will not and cannot pay a higher stadium rent." Under the current contract, which expires after the '12-13 season, the club is paying €3.5M ($4.5M) annually in stadium rent. The club and operating company are working on a contract extension, but the absence of a naming-rights partner "makes negotiations difficult" (BILD, 9/10). In Nuremberg, Timo Schickler reported that since easyCredit left, "the stadium changed its official name to 'Stadium Nuremberg.'" Stadium CEO Alfred Diesner said, "There are many options on the table, but we haven't agreed on one yet." The operating company is in negotiations with four potential naming-rights sponsors. All four candidates "allegedly have a regional connection but operate nationwide" (NÜRNBERGER NACHRICHTEN, 8/28). 

ONE World Sports has extended its agreement with Infront Sports & Media, the exclusive global marketing partner of the Chinese Basketball Association. Under the new multi-year, multi-screen agreement, OWS continues to be the exclusive distributor of CBA Professional League games in North America. A minimum of 40 games from the CBA season will air. OWS will also air the CBA All-Star game, the playoffs and the finals (Infront Sports & Media). ... Emerging Queensland mining company Guildford Coal has extended and expanded its sponsorship of National Rugby League club North Queensland Cowboys for the '13 season. The new agreement includes becoming North Queensland’s back-of-jersey sponsor for the first time, sponsorship of the Cowboys’ coaching staff and membership program, as well as sponsorship of the annual Laurie Spina Shield U11 rugby league carnival. The announcement was made at Dairy Farmers Stadium Wednesday by Guildford Coal Chair Peter Lindsay and North Queensland Cowboys CEO Peter Jourdain (North Queensland Cowboys).

FREE PASS: Western Union, a new global partner of the UEFA Europa League, revealed it will turn every successful pass in this season's competition into funding to provide one day of education for young people around the world. The PASS initiative will be fronted by former int'l footballer Patrick Vieira and start during the group stages of the '12-13 Europa League, which kicks off on Sept. 20 across Europe (Western Union). ... Malaysian sports equipment company X’Calibur Distributor Trading "has become a major sponsor of the Malacca Squash Rackets Association." The deal is for three years and is said to be worth RM210,000 ($68,300) in cash and contra (, 9/12).