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Volume 6 No. 212

Marketing and Sponsorship

Scottish Rugby has secured a new sponsor with Caledonia Best, the ale from Tennent Caledonian, becoming the official beer of Scottish Rugby. The announcement comes as part of a three-year partnership deal, the biggest of its kind in Scottish Rugby history, which has seen Caledonia Best become partner to the national team, Edinburgh Rugby, Glasgow Warriors and the Emirates Airline Glasgow Sevens. The sponsorship deal has also seen Tennent Caledonian’s other flagship brands -- Tennent’s Lager, Tennent’s Original Export and Magners Golden Draught -- poured at Murrayfield and Scotstoun stadiums (Scottish Rugby).

Brasileiro club Náutico has renewed its sponsorship deal with electronics manufacturer Eletroshopping, according to Lucas Truco of MAQUINA DO ESPORTE. The renewal was motivated by the team's ability to stay in the top flight in '13. Terms of the deal were not disclosed. Náutico Marketing VP Roberto Varela said, "We just closed a very interesting deal with Eletroshopping. I cannot reveal the values, but the deal has increased significantly. I am certain that us staying in the top flight helped tremendously in the renewal, but the interest from other sponsors pushed Eletroshopping to make a quick decision, and everything was closed in 15 days of conversations" (MAQUINA DO ESPORTE, 12/12).

Adidas "became part of history this summer," as its logo "became part of the iconography of the London 2012 Games," according to CAMPAIGN LIVE. The publication named the brand its "Advertiser of the Year." Adidas, a tier-one sponsor that paid £100M ($161M) for the role, "was the most-talked-about during the Games," and it "achieved this with the broadest, most-hard-working marketing of the event." Hiring on a world-renowned British fashion designer to create Team GB's kit "was one of the brand's first coups." Stella McCartney's involvement "helped propel public relations before the Games." The "take the stage" campaign, which "went way beyond the ubiquitous athlete-studded billboards and TV spots, kept the momentum going throughout" the event. Furthermore, adidas did not "limit its activity to the stars of the show." In the run-up to the Games, it invited "ordinary young people from each of London's boroughs to participate in online documentaries, telling their unique stories" (CAMPAIGN LIVE, 12/13).

Brasileiro clubs Bahia and Vitória closed one-year sponsorship deals with retailer Magazine Luiza, according to Rodolfo Gomes of MAQUINA DO ESPORTE. The retailer signed "similar deals with both clubs" and will occupy the lower front and back of the jersey along with the shorts of both teams. Financial terms of the deals "were not disclosed." There is also speculation that bank Caixa Econômica Federal "is negotiating with Bahia" for next season (MAQUINA DO ESPORTE, 12/13).

Nike said that it is "taking over as sponsor" of the United Soccer League three years after the company sold its majority stake in the minor league circuit, according to Erik Siemers of the PORTLAND BUSINESS JOURNAL. Nike inherited ownership of the USL in '07 when it acquired U.K.-based football brand Umbro, which held a 98% stake in the league. The company subsequently sold Umbro to Iconix Brand Group in a $225M agreement that closed earlier this month, prompting Nike to "shift over and become USL's primary sponsor." The USL is "comprised of seven different leagues including the 11-team USL Pro circuit, a women's league, an indoor league, and several youth development leagues" (PORTLAND BUSINESS JOURNAL, 12/12).

The Int'l Paralympic Committee has signed Italian sports equipment company Liski as the official supplier of IPC Alpine Skiing. Liski will provide the event with all necessary products for the sport, such as start tents, support poles, slalom poles and portection mattresses (IPC). ... Brasileiro club Portuguesa has renewed its sponsorship deal with advertising company Leograf (MAQUINA DO ESPORTE, 12/12). ... Islamic banking company AmBank Group has renewed its sponsorship of a major junior golf tournament that will be held at the Kelab Rahman Putra Malaysia in the Sg Buloh district for the seventh time. Players will compete for the Tan Sri Datuk Azman Hashim trophy, named after the AmBank Group chairman (MALAY MAIL, 12/10). ... BMW Motorsport has teamed up with electronics manufacturer Zollner Elektronik AG for the '13 DTM (German Touring Car Championship) season (BMW).