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Volume 6 No. 212

Marketing and Sponsorship

German Davis Cup team title sponsor Atlanticlux "has canceled its sponsorship with immediate effect," according to Gerald Kleffmann of the SÜDDEUTSCHE ZEITUNG. The FWU Group, owner of life insurance company Atlanticlux, broke the news in a letter to German Tennis Federation (DTB) President Karl-Georg Altenburg and DTB VP Carl-Uwe Steet. FWU Group CEO Manfred Dirrheimer said the reason for the contract termination is the "improper" treatment it has received by the federation. Atlanticlux "has been a sponsor of the Davis Cup team since '11 as well as a personal sponsor of team captain Patrik Kühnen for several years." Kühnen informed Dirrheimer that "the DTB has asked him to terminate his personal contract" with Atlanticlux. The DTB told Kühnen that the extension of his contract as the captain of the Davis Cup team "is dependent on the termination or substantial change of his sponsorship deal with the FWU AG" (SÜDDEUTSCHE ZEITUNG, 10/28).

Reports that Spanish bank Santander was ending its sponsorship with CONMEBOL are not completely accurate, according to Mauro Zafalon of The company will continue to sponsor the Copa Libertadores but "not as the title sponsor." The company released the following statement, "Santander is informing that it will continue sponsoring the Copa Libertadores, only stopping its relationship as naming-rights partner of the competition. The bank believes that the partnership with CONMEBOL continues to be strong, as the institution is also a partner of the Recopa, Copa Sul-Americana and Copa América. Santander's strategy is to consolidate its image as the bank of Latin American football." The support of football in Latin America "is important for the Spanish bank," as its main competitors are also associated with sporting events. Itaú is a sponsor of the 2014 FIFA World Cup and Bradesco a partner of the 2016 Rio Games (, 10/29).

The Rugby Football Union is considering selling the naming rights to Twickenham stadium, as it "moves to boost revenues" ahead of the 2015 Rugby World Cup, according to John Reynolds of MARKETING MAGAZINE. Selling naming rights to arenas has "proved popular with some football clubs and, to a lesser extent, rugby clubs." Earlier this year top-division rugby club Saracens signed a commercial deal with financial services provider Allianz. The agreement gave the German company the rights to the renaming of its ground to Allianz Park. Now the RFU is considering selling the naming rights to "the home of English rugby since 1910." Reports indicate the option of naming rights is "being considered to help pay" for the £70M ($112.2M) stadium upgrade planned ahead of the World Cup in '15 (, 10/29)

Brazilian airline company TAM "has decided to end" its sponsorship contract with the Brazilian Football Confederation (CBF). The intention of the company is to end its partnership in '13. No reason was given, but an announcement is expected in the coming days (FOLHA DE S. PAULO, 10/29). ... German football online radio 90elf partnered with Volkswagen ahead of the second round of the DFB-Pokal (German Cup). VW will become the exclusive presenting partner of 90elf's DFB-Pokal live broadcasts (90elf). ... Australian Football League club Gold Coast Suns signed a sponsorship deal with apparel brand 2XU as the club's new official apparel partner. The new partnership will not only offer all Gold Coast Suns players with a highly technical, custom-designed club uniform, but access to 2XU's compression garments (Gold Coast Suns). ... Australian eye care provider OPSM and Cricket Australia signed a five-year partnership on Tuesday (Cricket Australia). ... Online ticket exchange company viagogo has revealed it is extending its European ticketing agreement with ESPN. The company will continue as ESPN's official ticketing provider across its collection of websites, mobile services and apps in Europe. This will provide its fans with access to tickets across a range of sports events across Europe as well as providing a secure platform for users to sell their spare tickets to other fans (viagogo).