Group Created with Sketch.
Volume 6 No. 213

Marketing and Sponsorship

Brasileiro club Corinthians has reached a R$12M ($5.8M) a year sponsorship deal with language school Fisk, according to IG. The company was already a sponsor of the club last season when it paid R$9M ($4.3M) to have its logo on the lower front and back of the jersey. The new deal, valid through '14, will see the company's logo moved to the sleeves of the team's uniforms. Corinthians President Mário Gobbi also revealed that the club "was close to agreeing to a sponsorship for the shoulder space" on the team's jersey. It is expected the deal will be worth between R$6M ($2.9M) and R$8M ($3.9M) (IG, 12/11).

Nike and adidas have both run advertising activity around "two of the most-talked about footballing highlights of the weekend," the Manchester derby and Barcelona striker Lionel Messi's new goal-scoring record, according to John Reynolds of CAMPAIGN LIVE. Nike ran a social media campaign, created by AKQA, promoting its Nike+FuelBand. It challenged ManU and Man City fans to "earn Nike Fuel points in the days leading to the derby match." Adidas, meanwhile, "also ran a campaign" highlighting Messi beating Gerd Müller's long-standing goals record in a calendar year. The ad was created by TBWA and an in-house team. It carried the headline, "making history," and the strapline, "world record goals in a year" (CAMPAIGN LIVE, 12/10).

The NBA D-League Texas Legends have signed a presenting level sponsorship deal with the state of Veracruz, Mexico, that puts the “Veracruz Incomparable” tourism slogan on the front of the team’s jersey. Terms of the Veracruz deal were not disclosed, but the deal also includes a media buy and signage in the Legends' Dr Pepper Arena. The Legends franchise, located in Frisco, Texas, already has a jersey deal in place with the Choctaw Casino. That company’s name will be moved to the back of the jersey to accommodate the deal with Veracruz (John Lombardo, SportsBusiness Journal). ESPN's Darren Rovell noted Veracruz will be the "first state to have its name on the jerseys of a team that doesn't play in that town." Veracruz is around 1,200 miles from Frisco, but the region "thinks it has something to sell, mainly the port city of Veracruz, its hub for tourism" (ESPN, 12/11).

Brasileiro club Santos has confirmed pipe maker Corr Plastik has agreed to a two-year R$7M ($3.4M) sponsorship deal with the club, according to MAQUINA DO ESPORTE. The company will have its logo on the shorts and the lower front and back of the team's jersys. Corr Plastik takes over the space sponsored by moving company Marabraz last season. The pipe maker will pay R$3.5M ($1.7M) annually, up 15% from the R$3M ($1.5M) paid by Marabraz last season (MAQUINA DO ESPORTE, 12/10). MAQUINA DO ESPORTE's Rodolfo Gomes also reported Santos "continues to negotiate" with Marabraz for the company to take over another space on the club's uniform. Santos Marketing Dir Armêmio Neto said, "We continue to have contact with Marabraz, but we have to respect the companies that have priority in the renovation process." Santos generated "close to" R$35M ($16.9M) in sponsorships this season and hopes to reach R$40M ($19.3M) in '13 (MAQUINA DO ESPORTE, 12/11).

Brasileiro club Flamengo "should vote this week" on the kit proposal from adidas after seven weeks of negotiations. The Flamengo marketing department is currently reviewing the 90-page proposal expected to be worth R$363M ($175M) over 10 years (LANCE NET, 12/11). ... La Liga Celta Vigo "is currently negotiating" a sponsorship deal with electronics manufacturer Samsung (FARO DE VIGO, 12/8). ... The University of Canberra Brumbies have signed Cantlie Recruitment for the next three seasons as coaches sponsor. Cantlie's logo will appear on the rugby team's coaches' collar, on the breast of their training gear and throughout the coaches' box on game day at Canberra Stadium (Brumbies). ... Budweiser has signed a sponsorship deal with Malaysia's only professional basketball club, the Westports Malaysia Dragons, most often known as the KL Dragons. Its 3-year partnership with the team will begin in '13, and will use match-viewing activities and social media to promote the KL Dragons and ASEAN Basketball League matches (KL Dragons). ... Mobile lifestyle app Mobitto has secured investment from Real Madrid footballer Cristiano Ronaldo, who has become the app's first brand ambassador (Mobitto). ... Chinese sportswear group Li Ning "denied a media report, which claimed a merger proposal had been made by its rival Peak Sport." The Li Ning press office disclosed that "the company had not received any integration offer from Peak Sport, nor did the company ever discuss such a proposal" (GLOBAL TIMES, 12/12).

OUT OF GERMANY: Handball Bundesliga (HBL) club SG Flensburg-Handewitt will not extend its kit deal with hummel, which expires at the end of the season. Hummel has been the official kit supplier of the club since the '04-05 season. Starting with the '13-14 HBL season, German sportswear manufacturer erima will become the team's new kit supplier (SG Flensburg-Handewitt). ... Bundesliga club Hannover 96 signed a new co-sponsorship deal with energy provider enercity. The two-year deal will include ad presence inside the stadium as well as hospitality packages and online ads. In addition, in January enercity will become the official electricity provider of the AWD-Arena (Hannover 96).

THAT'S THE TICKET: Bundesliga club VfB Stuttgart has teamed up with online ticket marketplace viagogo to become the club's official ticketing partner. The new partnership provides VfB Stuttgart season ticket holders who cannot attend a home game with the option of selling their ticket for the match through viagogo. The club will also make a small allocation of tickets for home games in the Mercedes Benz arena available to be bought on viagogo (viagogo). Bundesliga club Hamburg SV "has reacted to the pressure of its fans and terminated its contract with viagogo." The termination of the contract will take effect on July 31. HSV Marketing Dir Joachim Hilke said, "It was important to seek the dialogue with representatives of our membership regarding this issue." In order to balance its economics, the club "will for the first time in five years increase the prices of its season tickets for '13-14 season" (SID, 12/11).