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Volume 6 No. 214

Marketing and Sponsorship

Bundesliga club Bayern Munich "is reportedly close to signing a sponsorship deal with Russian energy company Gazprom," according to the SID. Gazprom, which has been the title sponsor of Bundesliga club Schalke 04 since '07, "could sign a multi-million dollar sponsorship deal" with Bayern Munich, which has won the most championships of any German club. Details such as form, value and duration of the alleged deal have not been reported and are simply described as a cooperation "on a grand scale." Bayern spokesperson Markus Hörwick said, "We don't comment on it." First speculations about a sponsorship deal between Gazprom and Bayern Munich came up in January. Bayern President Uli Hoeneß publicly confirmed talks with Gazprom about a possible sponsorship involvement at the time (SID, 12/1).

Champagne brand Moët & Chandon has announced Roger Federer as the company's new brand ambassador. To celebrate the partnership, Moët & Chandon teamed with photographer Patrick Demarchelier. In his new role as brand ambassador, Federer will be featured in the company's upcoming advertising campaign when it is revealed in March (Moët & Chandon). MARKETING MAGAZINE's Nick Batten reported the champagne brand is ending its relationship with actress Scarlett Johansson. Johansson signed a deal to be brand ambassador in '09. The reasons for the split "are unclear" (MARKETING MAGAZINE, 11/30).

German logistics company DHL "is spending less for its F1 sponsorship than previously assumed," according to  MOTORSPORT TOTAL. DHL Head of Corporate Brand Marketing Wolfgang Giehl said, "It is less than half of the amount that I've read in the media." The investment of the subsidiary of the Deutsche Post AG is less than $30M annually. Previous media reports estimated DHL's F1 sponsorship to be valued at around $57.5M a year. Giehl did not rule out the possibility of Deutsche Post entering an additional racing series besides F1 and the World Touring Car Championship. He said, "I could imagine a third one. In addition, Formula E is certainly interesting, and we will closely follow its development" (MOTORSPORT TOTAL, 11/30).

ESPN STAR Sports' Event Management Group announced the multi-year renewals of the sponsorships "for two of its marquee events," Tiger Street Football and Achilles Formula Drift Asia, according to the PTI. Following "two successful seasons," Asia Pacific Breweries has extended its partnership with ESS to continue building the profile of the Tiger Street Football event for the next two years until '14. The event, "which has garnered much popularity in Asia," will see the competition expanded to new markets such as Australia, Cambodia and Mongolia. Again, after two "successful seasons" of the Achilles Formula Drift in '11 and '12, ESS has also renewed a multi-year deal with PT Multistrada Arah Sarana Tbk as title sponsors until '15 for the event in three markets -- Malaysia, Indonesia and Australia, for the first time (PTI, 11/27).

Southern Australia-based Taylors Wines has extended its partnership as the official wine sponsor of the Emirates Australian Open golf tournament for an additional three years. The renewal follows a successful four-year partnership (Golf Australia). ... Bundesliga club VfL Wolfsburg signed a new partnership deal with online gambling provider Cashpoint (VfL Wolfsburg). ... Brasileiro club Corinthians is sponsoring surfer Adriano de Souza. The Brazilian is currently ranked No. 5 in the world. Terms of the deal were not disclosed (MAQUINA DO ESPORTE, 11/30). ... Emirates NBD will serve as the official banking partner for the Omega Dubai Ladies Masters golf tournament for the seventh successive year. The bank will also organize a "series of activities to highlight its participation at the event," which began Sunday at the Emirates Golf Club and will last until Saturday (GULF NEWS, 12/2). ... The Professional Squash Association has signed an agreement with court manufacturer ASB to develop new initiatives to enhance the presentation of the sport. An early result of the partnership is the new dark floor installed in the latest ASB all-glass show court on which the semifinals and finals of this week's PSA World Series Cathay Pacific Sun Hung Kai Financial Hong Kong Open will be played (PSA).