Group Created with Sketch.
Volume 6 No. 216

Marketing and Sponsorship

The cancellation of the Superclassico das Americas return leg has "turned into a major headache" for all the sponsors that invested in the game, according to Daniel Zalaf of Last week's match between Argentina and Brazil in Resistencia, Argentina, had to be called off due to lighting issues. Many investments had been made for advertisements via radio, TV and in the stadium. The South American Football Federation released a statement on its website explaining the game would be rescheduled to a new date. As of now, no date has been announced. Furthermore, Brazilian Football Federation (CBF) Dir Andre Sanchez has admitted "that no dates are available to reschedule the game for this calendar year." contacted the companies that brokered the sponsorship deals for the event and was told that right now "they are waiting on an official position from the CBF as to when the game will be played. Once this is figured out, "sponsors will be made of aware of how they will be compensated" (, 10/4).

Standard Chartered Nairobi Int'l Marathon has "received a boost with 13 sponsors pledging KShs 43.7M ($515,900) worth of sponsorship," according to KBC NEWS. The title sponsor, Standard Chartered Bank, "confirmed that it will be spending KShs 80M ($941,000) in putting the event together this year." The bank is sponsoring the event for the 10th year running and has "committed to renew its sponsorship for another five years." Standard Chartered's sponsorship expires this year. This brings the total event's spend to KShs 124M ($1.46M). During the sponsors' breakfast held at the Hilton Hotel in Nairobi, "13 sponsors presented their donations" to organizers Athletics Kenya and Standard Chartered Bank (, 10/4). CAPITAL FM wrote that Capital Group "is among three platinum benefactors of the 10th anniversary presenting KShs 13M ($152,900) in cash and media support as the official radio partner." Race Chair Richard Mbindu called on partnering firms "to maximize on the magnitude of the biggest sporting event in the region" that is themed, "here for good" for '12 in making it an all year round affair. Mbindu said, "Most of you have spent their financial and other resources to make this event a success, and you should be afraid to use it to promote your brands and corporate social responsibility programmes" (, 10/4).

The German Football League (DFL) "is close to signing a new million-euro deal with logistics company Hermes," according to BILD. The logistics company "will reportedly become the league's sleeve sponsor starting on Jan. 1." The deal "will allegedly bring in €7-8M ($9.1-10.4M) annually," which will be divided and distributed to all 36 Bundesliga and 2nd Bundesliga teams. The Hermes' company logo "will be featured on the left sleeve in the second half of the season." The deal with Hermes "is expected to be signed shortly," following the DFL's board of directors' decision to enter final negotiations (BILD, 10/4).

Bundesliga club Borussia Dortmund (BVB) "has become the first German football club to set up a merchandise vending machine," according to Tobias Großekemper of The vending machine, which is located at the Dortmund Airport, is stocked with the club's 20 most sought-after merchandise items and traveling items, such as jerseys, fan scarfs and toothbrushes. Borussia Dortmund Marketing Dir Carsten Cramer said, "We have the first one of its kind. The idea is to show presence at places where a fan shop would not be profitable. The cost efficiency is enormous. The vendor at the airport is a test version." Munich-based company Goodlist GmbH, which also counts the Walt Disney Company and Lego to its customers, produced the BVB-merchandise vending machine (, 10/3).

Beşiktaş Football Investments Co. Inc. and IMG Doğuş signed a letter of intent to develop sports, fashion and art projects in Istanbul. It marks the first major initiative undertaken by the IMG Doğuş Joint Venture. IMG Chair and CEO Michael Dolan, representing the IMG Doğuş Joint Venture, and Beşiktaş JK Chair Fikret Orman signed the letter of intent in Istanbul. IMG will provide design and development work of the new stadium. In one of the first projects, IMG Doğuş will assist Beşiktaş in revamping and modernizing its Youth Sports Academy and Close Season Training Camp in Turkey. IMG Doğuş will also manage the sale of all the commercial rights of the club and the club’s stadium in Istanbul.  This will include the development of sponsors including naming rights, shirt sponsorship, technical sponsors and official suppliers. IMG Doğuş will also assist Beşiktaş in developing a business plan for the proposed stadium redevelopment project (IMG). HURRIYET DAILY NEWS reported Beşiktaş Chair Fikret Orman said that the "details of the stadium project would be released in due course, but added that the partnership would not be exclusively limited to the stadium." He said, "The main leg of this deal is related to marketing." Financially struggling Beşiktaş sees the renovation of its historic İnönü Stadium as "a key to improving its economic position." The club’s Istanbul rivals Galatasaray and Fenerbahçe have "profited from new and improved stadiums." Galatasaray left its old Ali Sami Yen Stadium to move to a modern Türk Telekom Arena last year, while Fenerbahçe expanded its Şükrü Saracoğlu Stadium in '06 (HURRIYET DAILY NEWS, 10/6).

Argentinian top flight club San Lorenzo "looks to be radically changing its marketing plan" in search of more exposure in the Argentinian market, according to Club management announced the entrance of truck manufacturer Iveco as a top sponsor replacing security company La Nueva Seguros. The latter will stay on as a club sponsor, but its logo will now be moved from the chest of the jersey to the back. Rumors have also suggested the club is negotiating with Nike to be its kit supplier starting in '13 after its relationship with current kit supplier Lotto "was strained following a number of problems with the team's third jersey" (, 10/4).

Belgium Pro League club Standard de Liege has agreed to a sponsorship deal with online betting company Unibet. The company becomes the "official betting partner" of Standard de Liege (, 10/5). ... German Hockey League (DEL) club Augsburg Panther agreed to a new partnership with digital communications provider Diboss Deutschland AG. The company installed a total of 21 displays in the suites of the Panther's arena and two digital information displays in the arena's foyers (Augsburg Panther). ... Qatar Airways has signed on as the title sponsor for the WTA's Tournament of Champions, to be held at Arena Armeec in the Bulgarian capital of Sofia Oct. 30-Nov. 4. The event will officially be known as the Qatar Airways Tournament of Champions Sofia. The prize money of the last leg of the WTA calendar totals at $750,000 (WTA). ... Akebono Brake Industry Co. Ltd. and Vodafone McLaren Mercedes have extended their successful long-term technical partnership. In addition to supplying racing brake calipers for F1, the company has increased research on high-end braking materials, structural design and surface processing (McLaren).