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Volume 10 No. 23

Marketing and Sponsorship

The organizers of the Giro d'Italia have revealed biscuit producer Balocco will take over as the new sponsor for the race leader's pink jersey for '13 and '14. Ferrero brand Estathè had been the long-term sponsor of the pink jersey. Balocco has been the away strip sponsor of Juventus for the last two years but opted to invest in cycling after CEO Alberto Balocco spent a day on the race. The company's logo will appear on the chest, sides and back of the pink jersey produced by Santini. Balocco has decided to invest in professional cycling despite the recent doping scandals and fear in Italy about the outcome of the Padua police investigation. Alberto Balocco said, "There's always a risk in anything you do, but we're convinced that we've made the right choice. I've seen that the testing is severe and gives little chance to anyone who thinks of cheating. We've signed a two-year contract, with an option for a third year. We're not interested in a short-term sponsorship, we want people to remember our name." The 2013 Giro d'Italia starts from Naples on May 4 (Giro d'Italia).

National Rugby League club St. George Illawarra Dragons have recently signed three new partners for the '13 season: construction company Always and Jeep and Alfa Romeo. Always' association with the club was established midway through the '12 season, and the new deal will make it the sleeve sponsor for the next three seasons. Jeep's logo will feature above the players' numbers, while Alfa Romeo, which previously was located on the front of the shorts, will be the rear-shorts sponsor. The deals of both Jeep and Alfa Romeo will last through '14. Additionally, the Dragons unveiled their new home jersey for the '13 season. The "Red V" takes center stage on the kit just as it did when the club first introduced its new livery back in '29. The new '13 jersey is now available for public purchase, as of Wednesday (Dragons).

Brasileiro club Coritiba has "agreed to a new partnership" with supplement company Nutrilatina, according to Rodolfo Gomes of The agreement is for the next two years until '14. The company will be the official supplement provider of the club, "but it will not have its logo on the team's jersey." Nutrilatina will provide supplements to all the athletes of the club. The company will also have the right to expose its brand "on some stadium boards," around the training ground, and in the official club magazine (, 11/6).

Digital recruitment platform GlobalSportsJobs has been named the official jobs and careers partner of the World Federation of the Sporting Good Industry. The site focuses on the int'l sports industry and provides access to jobs, career advice and networking for professionals throughout the sports sector. The new deal will see the implementation of a WFSGI jobs board, allowing candidates to search for vacancies across the world and allowing organizations to post their own positions on the network. To further promote the new partnership, special offers and conditions on the the GlobalSportsJobs platform will apply for WFSGI members (WFSGI).

Spanish second division club Xerez has agreed to a new kit deal with sportswear company Kappa. The Italian company will provide the team with new kits for the next three years, in addition to the end of the current season (Xerez). ... French Top 14 rugby club Union Bordeaux Bègles has agreed to a three-year shirt sponsorship deal with supermarket chain Intermarché (, 10/29). ... The FEI Nations Cup Jumping has agreed to a four-year €16M ($20.5M) sponsorship deal with the Saudi Equestrian Fund. The series will now be called the Furusiyya FEI Nations Cup. The €4M ($5.1M) a year deal through '16 was revealed at the FEI Bureau's first meeting at the federations general assembly in Istanbul, Turkey (FEI).