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Volume 10 No. 22

Marketing and Sponsorship

Colombian club Atlético Nacional has agreed to a kit deal with Nike starting in '13, according to Javier Castillo of LA REPUBLICA. The agreement "marks Nike's entrance into Colombian football" and increases its portfolio of clubs in the region. Nike already has kit deals with Boca Juniors in Argentina; Corinthians, Santos and Internacional in Brazil; and América and Monterrey in Mexico, "just to name a few." The company also outfits the Brazilian national football team. Atlético Nacional President Juan Carlos de la Cuesta Galvis said, "With the signing of this agreement, there is a unique opportunity for both parties to work on the development and consolidation of the brands in the Latin American football world" (LA REPUBLICA, 11/17). MAQUINA DO ESPORTE reported that Nike will replace rival adidas as Atlético Nacional's kit provider. Terms of the deal "were not disclosed." Atlético Nacional "is one of Colombia's biggest teams," with 11 league titles to its name and one Copa Libertadores crown (MAQUINA DO ESPORTE, 11/20).

Brasileiro club Corinthians will receive R$30M ($14.1M) annually as part of its new sponsorship deal with bank Caixa Econômica Federal, according to Costa & Zafalon of MAQUINA DO ESPORTE. The jersey deal will run through '14, and the Caixa logo will make its debut on the club's jersey over the weekend when it faces rival Santos. The bank will pay R$1M ($480,000) for the rest of this season before the R$30M ($14.4M) a year deal goes into effect in January. The R$30M value "is less than the amount Corinthians had planned to receive from a title sponsor, which was, at the minimum, R$35 ($16.8M)." But the contract allows the club to keep other sponsors on its jersey, which elevates the total revenue generated from jersey sponsorships. With the deal, Caixa "amplifies its presence in Brazilian football." The bank already sponsors fellow Brazilian teams Avai, Figueirense and Atletico-PR (MAQUINA DO ESPORTE, 11/20). LANCE PRESS reported that Corinthians' marketing department is "now concentrating" on the naming rights of the new Arena Corinthians, which is currently under construction. The stadium will host FIFA 2014 World Cup matches. The club "is hoping to receive" R$300M ($144.2M) over 10 years as part of a naming rights deal for its new stadium. Reports suggested Caixa "was also negotiating" with Corinthians to have its name on the new arena. However, "sources close to the bank refuted the reports." Corinthians VP Luis Paulo Rosenberg said that "there was no hurry to speed up negotiations, as the stadium is only scheduled to be finished in Dec. '13" (LANCE PRESS, 11/20).

With an agreement "announced Friday to sell its Cole Haan subsidiary, Nike is poised to move on to bigger and better things," according to Allan Brettman of the Portland OREGONIAN. It can probably "be summed up in terms of geography: China, Europe and Brazil." Analysts said that given the "challenges the company faces in the year ahead as well as opportunities down the road, Nike's focus is likely to be on those three key geographies." Nike also is selling Cole Haan "because the dress shoe company was never quite a comfortable fit with the sporting good company." The analysts said that with cash "freed from the Umbro and Cole Haan sales, Nike will be able to spend it in areas that make more sense." But that likely "would not include another acquisition." Cole Haan is being sold to Apax Partners for $570M, which is around $70M more "than the amount bandied about in the financial media." Nike purchased Cole Haan for $95M in '88. Susquehanna Int'l Group athletic footwear analyst Christopher Svezia said that China "undoubtedly is commanding Nike execs' attention for slowing sales and growing inventory in an important region for future growth." Nike has "its sights set on Brazil: the 2014 World Cup in 12 Brazilian cities and the 2016 Olympic Games" in Rio de Janeiro. Morningstar analyst Paul Swinand said, "The big question is why (Nike) ever thought it would be a good idea to own a brown shoe company" (OREGONIAN, 11/17).

The French Olympic and Sports National Committee (CNOSF) has renewed its sponsorship deal with bank BPCE Group through '16. The bank will remain the official partner of the French Olympic team (CNOSF). ... The Realmadrid Foundation and financial services company HSBC have signed an agreement to create five socio-sporting schools in Spain. The signing took place at the Santiago Bernabéu VIP box and was attended by the club President Florentino Pérez, first team players Higuaín and Marcelo, as well as HSBC Spain CEO Luis Miguel Vilatela (Real Madrid). ... New Zealand's Tui Brewery signed a three-year sponsorship deal with New Zealand Cricket. The agreement will see Tui as the official beer of NZC for all int'l matches played by the Blackcaps in New Zealand for the '12-13 to '14-15 seasons (Tui). ... Sportswear manufacturer Lotto Sports Italia and Spanish tennis player David Ferrer have renewed their long-term technical sponsorship agreement, which includes the provision of footwear, clothing and accessories for use during and outside of competitions (Lotto). ... Bank Société Générale has renewed its support of the French Rugby Federation (FFR) for the next four seasons. The two sides have been partners since '87 (Société Générale).

CLUB DEALS: Brasileiro club Vasco has agreed to to a sponsorship deal with fertilizer company Fertilize. The deal is through the end of the Brasileiro season and will see the company's logo on the Rio de Janeiro club's jersey sleeves (MAQUINA DO ESPORTE, 11/19). ... Commercial cleaners Brisclean signed a deal to become a platinum partner of the National Rugby League club Brisbane Broncos. Brisclean will assume the naming rights of Saturday's inaugural Brisclean Broncos' Race Day (Broncos).