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Volume 6 No. 215

Marketing and Sponsorship

Sportswear company Centauro will sponsor the home and away Superclássico das Américas football series between Brazil and Argentina, according to The two games "between the biggest rivals in South America" will take place Wednesday in Goiânia, Brazil and on Oct. 3 in Resistencia, Argentina. Centauro will have its presence on the LED boards and cam carpets of the stadiums. The negotiations were brokered by Kock Tavares, which represents Klefer Marketing Esportivo, the rights holders of the competition. Centauro sponsors "more than 100 competitions" including the Copa KIA do Brasil (, 9/17).

The Brazilian Football Federation "had a difficult time finding a hotel that attended its necessities" for their match in Resistencia, and had to reserve the same locale as the Argentinians (, 9/18).

Research commissioned by The Talent Business revealed that Nike is the brand creatives at U.K. agencies "would most like to work with," ahead of Google and Coca-Cola favored second and third, respectively, according to Matthew Chapman of MARKETING MAGAZINE. In contrast, no senior U.K. execs in the anonymous survey responded that it would be "very desirable" to work for GM, Ford, GlaxoSmithKline, L’Oreal and SC Johnson. The Talent Business commissioned Bonamy Finch to carry out the research between April 17 and May 10, which had a total of 98 U.K. respondents at a CEO, managing director, creative director or planning director level. There were a total of 397 respondents to a global survey (, 9/18).

Brand Very

The top 10 brands:

1. Nike





2. Google 69 26 3 0
3. Coca-Cola 69 22 0 3
4. Volkswagen 66 34 0 0
5. Apple 66 28 0 3
6. adidas 64 33 0 3
7. Diageo 38 38 7 0
8. McDonald's 37 43 7 0
9. Pepsi 27 54 5 0
10. Mars 26 26 15 5

The bottom five brands:      

23. GM 0 26 36 13
24. Ford 0 26 18 24
25. GlaxoSmithKline 0 18 29 18
26. L'Oreal 0 14 19 38
27. SC Johnson 0 3 30 24

FC Barcelona has reached an agreement with the European Commission to launch a campaign aimed at helping Europe’s 28 million smokers give up tobacco. "Quit Smoking with Barça" ( will harness the success of the European Commission’s “Ex-Smokers are Unstoppable” campaign and the support of Barça’s millions of fans to help European smokers quit the habit. Such a project has never been tried on such a scale. It is the first time that the European Commission has collaborated with a sporting partner. The program underlines the many benefits of quitting smoking. "Quit Smoking with Barça" offers supporters of Barça, football and sport in general, a personalized health training program with daily quit smoking tips and encouragement from the club itself (FC Barcelona). The EFE reported that Barcelona President Sandro Rosell and European Commissioner for Health and Consumer Policy John Dalli were both present at the campaign launch in Brussels on Tuesday. The "first action of the campaign" will be a video of Barça players Xavi Hernández, Carles Puyol, Andrés Iniesta and Víctor Valdés offering their support to those that want to quit smoking. Apart from its website, Barcelona will also use its Facebook and Twitter accounts to communicate the message (EFE, 9/18).

Toshiba TEC U.K. Imaging Systems has been unveiled as the latest sponsor of the Glasgow 2014 Commonwealth Games. The company has been named official office automation supporter of the event and its products will be at the heart of the office facilities in the Games' Main Press Centre, venue press centers and Athletes' Village. The deal includes multi-function printers supported by on-site engineers, a help-desk and project managers. The 20th Commonwealth Games and will be held in Glasgow from July 23 to Aug. 3, 2014 (Glasgow 2014).

Second Bundesliga club FC Kaiserslautern extended its sponsorship deal with energy company Pfalzwerke AG for another two years. The exclusive sponsorship includes ad space on boards in camera view, cam carpets behind both goal lines, as well as logo presence inside the Fritz-Walter-Stadium and inside club publications. The deal was brokered by marketing agency Sportfive (FC Kaiserslautern). ... To coincide with Tuesday's start of the Int'l Cricket Council World Twenty20 2012, the first official ICC cricket app has been released in partnership with Reliance Communications. The app will enable cricket fans from around the world to follow the event taking place in Sri Lanka and will be free to download (ICC).