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Volume 6 No. 212

Marketing and Sponsorship

Brazilian club Vitória "has renewed its sponsorship deal" with real estate company OAS Imóveis, according to TERRA. The club's return to Brazil's top flight next season "has already paid off in the finance department." The new agreement will see an increase in the amount paid by main jersey sponsor OAS Imóveis as the club "will have more exposure" with its return to the Brasileiro. Vitória President Carlos Falcão said, "We are satisfied with the renovation of the contract with OAS, which is an important partnership for Vitória. In 2013 we will be in important competitions like the Copa do Nordeste, Copa do Brasil, Campeonato Baiano and Brasileiro. There is no doubt the exposure of our brand will reach new heights compared to this season." With the main jersey sponsorship finalized, "management is now looking to close sponsorship deals for the shorts and lower front and back of the jersey." This season, the club was unable to find a sponsor for those areas of the jersey, but Falcão is positive this will change in '13. Falcão said, "We are close to closing more sponsorships. With the visibility that we will have in 2013 it is easier to find sponsors" (TERRA, 12/11).

Gold Medal-winning Jamaican sprinter Usain Bolt will “star in the new TV ad for Virgin Media" in the U.K., continuing a relationship that "began with DDB, the brand's former ad agency,” according to Maisie McCabe of MARKETING MAGAZINE. Sources said that members of the company's marketing team “flew out to Jamaica in late November to shoot a Bartle Bogle Hegarty-created TV ad with Bolt.” Bolt has “starred in a number of ads for Virgin Media including a TV ad made by DDB UK early this year which showed Bolt dressed up as Sir Richard Branson, founder and chairman of the Virgin Group.” A Virgin Media spokesperson declined to comment on “whether Bolt was going to star in a new Virgin Media TV ad” (MARKETING MAGAZINE, 12/12).

Bundesliga Bayern Munich player Javi Martinez "has extended his sponsorship deal with adidas." Adidas did not disclose the duration of the extension (ABENDZEITUNG MÜNCHEN, 12/10). ... Following the ban of 2nd Bundesliga club Dynamo Dresden's from the '13-14 DFB-Pokal (German Cup) competition, the club "has received backing from its title sponsor recycling company Veolia Umweltservice GmbH. Veolia spokesperson Wiebke Weger said, "We are shocked about the continued riots and violence surrounding Dynamo Dresden. To support and back an effective change in the club's fan culture, we will, for the time being, hold on to our sponsorship contract" (SID, 12/12). ... Cricket South Africa revealed KFC as the title sponsor for this summer’s two T20 Int'l Series against New Zealand and Pakistan. In addition, KFC will be an associate sponsor for the int'l and franchise T20 competitions for the next three years (CSA). ... UEFA revealed that an agreement has been reached with HTC to become the official mobile phone and tablet computer of both the UEFA Champions League and UEFA Europa League. The three-year deal will run until the end of the '14-15 season and also includes association with the UEFA Super Cup, the UEFA Women’s Champions League Final and the UEFA Futsal Cup Finals (UEFA).