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Volume 10 No. 22

Marketing and Sponsorship

The NBA Toronto Raptors introduced Chinese sports apparel manufacturer Peak Sports as the team’s newest corporate partner. The Raptors are the first professional sports team in Canada sponsored by a China-based company. The four-year partnership announcement was made at an event that included Chinese artistic performers, traditional Chinese cuisine and a free basketball clinic. The Canadian Chinese Youth Athletic Association attended the clinic led by Peak ambassador Raptors guard Kyle Lowry, who took the group through basketball drills. The partnership provides Peak Sports with significant brand promotions opportunities to broadcast and in-arena basketball audiences. These opportunities include digital signage and advertising (Peak Sports). Peak Sports' Chair Xu Jingnan said, "Internationalization has always been the main focus in the development of Peak Sports. This partnership with the Toronto Raptors will help accelerate Peak's business here in Canada and bring our product to Canadian consumers." The company's branding will be "all over the Air Canada Centre." Peak's merchandise "will also be available to Canadian consumers at the Raptors Team shop at the Air Canada Centre" (XINHUA, 12/16).

The Mexican Football Federation (FMF) has agreed to a partnership with food company Nature Nutrition (FMF). MAQUINA DO ESPORTE reported that the deal is for one-and-a-half years. Terms of the deal "were not disclosed." Apart from Nature Nutrition, the FMF has 14 other sponsorship deals including some with Coca-Cola, Visa, Ford and Gilette. The federations total sponsorship capital "is more than $250M." The "large increase" in the number of sponsorships and their values has come about in the last couple years thanks to the U-17 national team's World Cup title in '11 and the London Olympic Gold (MAQUINA DO ESPORTE, 12/14).

FIFA has appointed Byrom plc. as its official accommodation agency for the FIFA Confederations Cup 2017 and the 2018 FIFA World Cup in Russia following an open public tender process conducted by FIFA. Byrom plc. acted as FIFA’s official accommodation agency for the 2010 FIFA World Cup South Africa and will perform the same role for the 2014 FIFA World Cup Brazil (FIFA). ... La Liga club Malaga has agreed to a three-year extension on its partnership with beer producer San Miguel (VIVA FUTBOL, 12/14). ... Brasileiro club Vitória will reveal a five-year partnership with sports licensing company SPR Franquias "during the next week" (MAQUINA DO ESPORTE, 12/14). ... Bundesliga club Bayer Leverkusen has extended its contract with sports marketing company SPORTFIVE for another four years until '19 (SPORTFIVE). ... The Ethiopian Football Federation and Heineken have signed a 2-year deal worth 24M Ethiopian Birr ($1.3M) to sponsor the Ethiopian national football team. The national team will take part in the upcoming Africa Cup of Nations tournament in South Africa, following a 31 year absence (ETHIO SPORTS, 12/13). ... Monarch Airlines has agreed to become League Championship Leeds United's official North Stand Sponsor. Under the new agreement Monarch will receive extensive marketing inventory and enjoy significant profile at Elland Road with Monarch branding featuring across both the internal stand fascia and on the highly visible external fascia of the North Stand directly overlooking the M621 motorway (Leeds United). ... Scottish Third Division club Rangers have confirmed Bet Butler as its official betting partner for the '12-13 season (Bet Butler).