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Volume 10 No. 25

Marketing and Sponsorship

Consulting agency Stochos Sports & Entertainment conducted a study revealing that 40.5% of Brazilians "do not associate any brand" with the Brazilian national football team, according to Cris Simon of EXAME.com. The Brazilian Football Confederation (CBF) has 13 partners: Nike, Ambev, Itaú, Vivo, Volkswagen, Gillette, Seara, TAM, Extra, Nestlé, MasterCard, Tenys Pé and Parmigiani. When asked what brand they associated with the Seleção, 46.3% of the people said Nike. The other two brands that rounded out the top three were Guarana Antarctico (30.8%) and Itau (17%). For the survey, 8,329 people were interviewed across all of Brazil's states (EXAME.com, 9/21).

Brand Start of Partnership Brand Recognition
Nike

Jan. '95

46.3%

Antarctica + Guaraná Antarctica

Jan. '02

30.8%

Itaú

Oct. '08

17%

Vivo

Nov. '08

10.5%

Volkswagen

Dec. '10

1.4%

Gillette

May '09

1.2%

Seara

Jan. '11

0.7%

TAM

May '07

0.3%

Extra

Aug. '09

0.2%

Nestlé

May '10

0.2%

Mastercard

Aug. '12

0.1%

Tenys Pé

July '11

0.1%

Parmigiani

April '11

0%

Russian PR agency CROS has been named Sochi 2014 Olympic and Paralympic Winter Games supplier in the "public relations services" category. The company will focus on Sochi 2014 communications programs. Working alongside the Organizing Committee they will deliver communication support to promotion campaigns addressing the key Sochi 2014 streams and Paralympic awareness program. The Organizing Committee has signed a deal with Coca-Cola and Ingosstrakh, for them to become presenting partners of the Sochi 2014 Olympic Torch Relay. The Sochi 2014 Olympic Torch relay will start on Oct. 7, 2013. Additionally, German company Ottobock became the official supplier of technical service, Jet Set Sports has been named official supplier and the Klinsk Institute for Occupational Safety and Health was named the supplier in the “occupational safety” category (Sochi 2014). ...  Second Bundesliga club SSV Jahn Regensburg extended and expanded its sponsorship deal with supermarket chain Netto. Regensburg's next home game against FC St. Pauli on Friday will be presented by Netto. The supermarket chain will also become a premium sponsor for the '12-13 season (SSV Jahn Regensburg).