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Volume 10 No. 24

Marketing and Sponsorship

Tata Global Beverages and its brand Tata Tea’s will partner with Indian F1 driver Narain Karthikeyan and the HRT F1 team for the Indian Grand Prix scheduled for Oct. 26-28. Tata Global Beverages will be extensively promoting the "Tata Tea" brand via this association, with prominent Tata Tea logos appearing on the HRT F1 team car and the helmet worn by Karthikeyan. TGB’s association with Karthikeyan and consequently, F1, will also give it a platform to connect with a large global viewership, which is second only to the football World Cup (Tata Global Beverages).

Currently without a sponsor, Ligue 2 club RC Lens wore an "unprecedented jersey" during Friday's match against AS Monaco, according to L'EQUIPE. The club had the name of a website ( on its chest. The website was launched after the game "and will allow fans to financially contribute to the club." In exchange, the fans will be able to participate in different events at the training ground and the stadium. The objective is to "collect €250,000 ($322,900) for the back of the jersey and €500,000 ($645,800) for the chest." Once those sums are reached, the team will offer fans the opportunity to choose a phrase to put on the jersey that represents "the values and the history of the club" (L'EQUIPE, 9/21). wrote that RC Lens leaders "chose a bad day" to launch an operation that absolutely has to be linked with the supporters. The team lost by a score of 4-0 at home against AS Monaco (, 9/23).

Int'l ad agency M&C Saatchi is considering "rolling out" its Sport & Entertainment division into Brazil, as the country gears up to host the 2014 World Cup and 2016 Olympics, according to Ben Bold of CAMPAIGN LIVE. CEO David Kershaw indicated that further growth for M&C Sport & Entertainment could be driven from int'l sports tournaments, particularly in Brazil. Kershaw said, "Obviously we'll look to use our expertise in Brazil. Sports and entertainment is a growing part of our group, and we’re looking at whether it makes sense to roll out [the division] into Brazil." Kershaw said that M&C was also "looking at South Africa as a market to extend its sports credentials" (, 9/24).

In a deal brokered by Infront Sports & Media, the eni FIM Superbike World Championship has added two new circuits for '13-15. The event will visit Spain's Jerez de la Frontera Oct. 18-20, which has been confirmed as the final round of the '13 season. The only time that World Superbike has raced at Jerez de la Frontera was in '90. The Mazda Raceway Laguna Seca has also been added and will take place Sept. 27-29 next year. The U.S. circuit has not held a championship race in eight years (Infront).

Chelsea footballer John Terry has been dropped by Umbro following "allegations of racial abuse that culminated in a Football Association disciplinary hearing" at Wembley Stadium Monday, according to Matt Scott of the London TELEGRAPH. Terry has been "one of the mainstays" of the kit supplier’s stable of players" endorsing its products, in a long-running deal believed to have been worth £4M ($6.5M) a year to him. That came to an end last season and "has not been renewed." The decision not to extend the deal follows an "internal review" at Umbro, which took into account matters in the criminal trial over allegations he racially abused Anton Ferdinand during a match against Queens Park Rangers last season (TELEGRAPH, 9/24). ... Destination New South Wales and A-League Sydney FC joined forces to help attract tourists to Sydney with the Sky Blues wearing the logo on the back of its home and away strip for the '12-13 season. The sponsorship deal will help promote tourism through Destination NSW and across key Asian markets and a global audience now focussed on Sydney FC since the arrival of Alessandro Del Piero (FFA). ... Bundesliga club Hamburg SV partnered with online ticket marketplace viagogo to become the club's official secondary ticket marketplace. The deal, which provides ticket resellers and buyers with the highest possible security, runs through the '12-13 season (HSV).