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Volume 6 No. 214

Marketing and Sponsorship

Brasileiro club Corinthians has agreed to a contract extension with kit supplier Nike worth R$300M ($145M), according to Reis & Macedo of FOLHA DE S. PAULO. Team President Mário Gobbi confirmed the news in Japan, where the team is playing in the FIFA Club World Cup. Corinthians' current kit deal with Nike was due to expire at the end of the '14 season, but it has now be renewed through '22. The agreement is worth "practically double the amount of the current deal" (FOLHA DE S. PAULO, 12/9). UOL's Bruno Thadeu reported the deal was negotiated in U.S. dollars. Gobbi said, "This negotiation for Corinthians was negotiated in dollars, because we do not know what things will be like in five years. It is an interesting sum, which puts us with the top clubs in the world." With the new deal, Corinthians will continue to have the most expensive jersey in the Brasileiro. The club will now earn R$72.5M ($35M) a season from sponsorships: Nike (R$30M/$14.5M), Caixa Econômica Federal (R$30M/$14.5M), Fisk (R$10M/$4.8M), and Tim (R$2.5M, $1.2M) (UOL, 12/9). IG's Bruno Winckler reported the new deal with Nike is the "largest kit deal" in the history of the Brasileiro. However, adidas is currently "negotiating a contract with Flamengo worth R$380M ($183M) over 10 years, which could surpass Corinthians' deal" (IG, 12/9).

Brazilian club Palmeiras "has closed six sponsorship deals" for its new Arena Palestra Itália stadium, according to YAHOO ESPORTE. The São Paulo club, which played top flight football this season but has been regulated to the second division for the '13 season, "has sold six of the 14 sponsorship packages it placed on the market." However, the names of the companies have not been revealed. The stadium, due to host a number of World Cup matches in '14, is currently 45% finished and scheduled to be done "sometime during the second semester of '13." The company in charge of stadium construction, WTorre, "is also negotiating the naming rights to the new arena." It "hopes to obtain R$400M ($193M) for a 20-year contract." WTorre "expects to close the rest of the sponsorship deals by the end of the first semester of the upcoming year" (YAHOO ESPORTE, 12/7).

Bundesliga club Bayern Munich "has partnered with the Bavarian Academy for Advertisement, which will offer a new sports marketing program starting in February." Bayern "will support the program and its staff through know-how." Bayern Munich Exec Board Chair Karl-Heinz Rummenigge said, "The program is for everybody who sees sports business as their future and wants to get the necessary training in this field"  (SID, 12/6). ... Dubai-based airline Emirates has renewed its sponsorship of domestic cricket in Pakistan. The airline "has a long history of supporting cricket," and as co-sponsor of the 2012 Faysal Bank T20 and the 2013 Faysal Bank T20 Super 8, it is "set to further strengthen its commitment to Pakistan and the sport" (PAKISTAN OBSERVER, 12/7). ... Brasileiro club Fluminense has partnered with Croatian team Hajduk Split. The agreement "encompasses the exchange of professional and amateur athletes of both clubs" (MAQUINA DO ESPORTE, 12/7). ... Chelsea FC has formed a partnership with Orient Corp. (Orico) to see it become the club's official Japanese financial services partner. The deal will see co-branded payment cards, featuring the club logo, become available to Orico customers within Japan (Chelsea).

The Int'l Swimming Federation (FINA) has signed Malmsten AB as its exclusive official supplier for the '13-16 period. Malmsten AB has been the exclusive official supplier of racing lanes for swimming and open water swimming, water polo field of play markings, goals and nets, referee catwalks, and ball release systems since '09 (FINA). ... UEFA has revealed it has extended its long-term marketing partnership with TEAM Marketing. The new deal covers the UEFA Champions League, UEFA Europe Cup and Europa Super Cup for an additional three years to the end of '18 and, subject to performance, for a further three seasons to the end of the '20-21 season (UEFA).