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Volume 10 No. 22

Marketing and Sponsorship

Liverpool FC "is confident" it can improve its current £20M ($31.7M) a year shirt deal with Standard Chartered bank, "despite a lack of Champions League football," according to Lee Bryan of the London DAILY MAIL. The club expects to conclude negotiations "quickly and extend the deal." The £80M ($126.7M), four-year deal was a club record when it was agreed, "but commercial revenues at Anfield have increased" since Owner John Henry took control of the club, "despite disappointing performances on the pitch" (DAILY MAIL, 11/14).

Premier League Sponsors
Club Sponsor Contract
Value
Contract
Duration
Arsenal Fly Emirates (airline)
£5.5M 2014
Aston Villa
Genting Casinos (gambling)
£8M 2013
Chelsea Samsung (electronics)
£13.8M 2015
Everton Chang (brewery)
£4M 2013
Fulham FxPro (foreign exchange)
£4.2M 2013
Liverpool
Standard Chartered (bank)
£20M 2014
Manchester City
Etihad (airline) £20M 2022
ManU
AON (insurance)
£20M 2014
Newcastle
Virgin Money (finance)
£10M 2013
Norwich
Aviva (insurance)
£1M 2016
QPR Air Asia (airline)
£2.5M 2013
Reading
Waitrose (supermarket)
£500,000 2013
Southampton Aap3 (IT services)
£1M 2014
Stoke bet365 (gambling)
£1.3M 2015
Sunderland Invest in Africa (non-profit)
£20M 2014
Swansea
32red (gambling)
£1.1M 2014
Tottenham
Investec/Auresma (financial services)
£10M n/a
West Brom
Zoopla (property)
£1.5M 2015
West Ham
SBObet (gambling)
£1.7M 2013
Wigan
12bet.com (gambling)
£1M 2014

Brasileiro club Coritiba "is preparing a new campaign to stimulate fans" to become members of the club, according to Lucas Turco of MAQUINA DO ESPORTE. New signing Alex will be the pitch man for the campaign. The club revealed that the end of the season is usually the "period where there is the most abandonment of club memberships." To minimize this, Coritiba "is relying" on fan favorite Alex. The campaign will be featured in TV and radio ads in the state of Paraná (MAQUINA DO ESPORTE, 11/13).

As a result of Brasileiro club Botafogo's partnership with telecom company Oi, the Engenhão stadium in Rio de Janeiro is now the "first arena in Brazil" with Wi-Fi, according to MAQUINA DO ESPORTE. The inauguration of the new service in the stadium took place during Saturday's 3-0 win against Portuguesa. Botafogo Exec Dir Sérgio Landau said, "The partnership with Oi gives us a unique platform, which allows our fans to share their experience in the stadium with their friends, along with giving quality and speed to the media professionals. Our stadium is now seen as a reference and has added an option in terms of modernity and entertainment" (MAQUINA DO ESPORTE, 11/13).

Venezuelan drink manufacturer Empresas Polar and Real Madrid have extended their partnership through '15, according to MAQUINA DO ESPORTE. The extension will allow the company to continue using the Real Madrid name in their campaigns in South America. Terms of the deal were not disclosed (MAQUINA DO ESPORTE, 11/14). ... Footballer David Beckham has agreed to a marketing deal with Swiss watchmaker Breitling. Beckham will be the face of the Transocean Chronograph Unitime worldtimer watch (Breitling). ... J.League football club Albirex Niigata has signed apparel company gol.japan as the kit provider of its Singapore's S.League squad. The company replaces former kit provider adidas (Albirex Niigata). ... Technology company Konica Minolta will support the FIS Ski Jumping World Cup as official data partner. The company will be present at 31 Ski Jumping World Cup events in nine countries in Europe and Asia; including Norway, Finland, Germany, the Czech Republic, Poland, Slovenia, Switzerland, Austria and Japan (Konica Minolta). ... The National Bank of Abu Dhabi has become the "longest-running sponsor in the history of golf" in the UAE. For the past 28 years, NBAD has been involved with women's golf in the capital and has now "confirmed its support" of the 2012 NBAD Abu Dhabi Ladies Open Golf Championship at Al Ghazal Golf Club (GULF NEWS, 11/14).