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Volume 10 No. 22

Marketing and Sponsorship

Manchester United has bought out its training kit partnership with DHL, according to the club's 20-F annual report filed on Thursday. The training kit deal, signed in August '11 and set to expire on June 30, 2014, now expires June 30, 2013. Financial terms were not available. DHL remains the club's "global logistics partner." Manchester United believes it can secure an increase for its training kit sponsorship. The club wrote in the 20-F annual report, "The significantly increased value of agreements concluded since entering into this agreement, such as our recent $559 million world record shirt sponsorship with General Motors, leads us to believe that there should be strategic opportunities to further optimize the value of these rights."

Real Madrid player Mesut Özil "faces being hit" with a £122,000 ($196,600) daily fine if he wears another pair of adidas boots, according to the London DAILY MAIL. After ending his long-running sponsorship contract with Nike, the German int'l midfielder was spotted wearing all-white adidas boots, but "without the iconic three stripes on the side." The move prompted the American company to take court action "as it breached the fine print" of its contract. Under the terms of their agreement, Nike had the "right to match any offer made by potential rival sponsors" before Özil could legally switch brands (DAILY MAIL, 10/24).

The Alpine World Ski Championships in '15 and '17 will again be held under the Audi flag. The company has reached an agreement with the Int'l Ski Federation (FIS) and the European Broadcasting Union, the owner of the rights and partner of the FIS, to assume the presenting sponsorship commitment not only in Schladming, Austria in '13 but in Vail, U.S. in '15 and St. Moritz, Switzerland in '17 as well. Audi will present the int'l competitions as presenting sponsor and partner of the athletes in the next five years. The next competitions will start in Schladming on Feb. 4. Beaver Creek/Vail has been determined for '15, and St. Moritz again for '17 (Audi).

BBC Worldwide, the commercial arm of the corporation, "is running its biggest ever home entertainment campaign, to promote the BBC's role in creating public feelings of 'joy'" during the London Games, according to Matthew Chapman of MARKETING MAGAZINE. The campaign "will support the London 2012 Olympic Games DVD collection and kicks off in earnest on Monday with a 60-second spot featuring real-life footage of the highs and lows of the Olympics, set to the Olympic track by Elbow." BBC Worldwide Consumer Products Division Marketing Dir Robert Lowe said BBC Worldwide has invested "more than we normally would do" into the campaign as it seeks to position the DVD as the ideal Christmas gift. The activity "will be spearheaded by a 30-second roadblock across all commercial channels" at 8:45pm local time on Monday, "with a 60-second version of the ad running on ITV during 'Coronation Street.'" Media planning and buying is being handled by Zenith Optimedia (, 10/24).

Eredivisie club PSV Eindhoven "has signed commercial agreements" with Asian insurance company AIA and Dutch glass manufacturer Martin Glas, according to The partnership with AIA will see the Dutch club travel to Thailand in January during the team's winter break. The agreement is the "latest step in an ongoing strategy, which sees PSV support main sponsor Philips’ drive into new markets." PSV’s trip to Thailand will include a friendly game against Thai Premier League champion SCG Muang Thong United. In addition, Eindhoven-based company Martin Glas has agreed a two-year sponsorship deal with the club that will include the title of preferred supplier at the club (, 10/24).

Brasileiro club Flamengo and adidas "continued negotiating" the reported 10-year R$465M ($229.3M) kit deal in São Paulo on Thursday. The proposal should be finalized by the end of the week. Flamengo's board will then vote to see if the club accepts the deal (, 10/25). ... Sportswear company Penatly "has the best chances" of becoming Brasileiro club São Paulo's kit supplier for the '13-15 period. The club considers the Brazilian company's proposal "the strongest" that it has received. However, the club is still negotiating with sportswear company Mizuno (, 10/25). ... Advertising agency GPY&R and Cricket Australia have released a new ad campaign for the Vodafone Test Series titled "United by the Moment." The campaign reinforces Australians' emotional connection with sports and serves as a reminder of why cricket in particular is one of Australia's favorite (Cricket Australia). ... EPL Sunderland FC has agreed to renew its partnership with locally based CJ Ceilings for a second season (Sunderland FC).