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Volume 6 No. 234

Marketing and Sponsorship

ESPN is promoting its coverage of the '12-13 FA Cup through a multimedia campaign, "Cup Of Dreams," which "demonstrates how important the tournament can be to fans," according to Maisie McCabe of CAMPAIGN LIVE. The main two creatives play on the idea that when a football fan’s team is doing well in the FA Cup "they can think of little else, whether they are an electrician wiring a big building or a dad decorating his child’s bedroom." The electrician creative "will appear on outdoor sites in a campaign targeted to the clubs playing in the tournament’s third round." The TV campaign will also include the film "Play Room," while promos on ESPN’s channels will include four further creatives. ESPN and media brand agency BDA Creative produced the campaign. At BDA, the copywriters were Sally Bowness and Paul Maley. Exec Creative Dir Pete Conolly "led the creative direction." BDA Senior Dir Richard Cousins directed the films while the stills photographer was Dylan Collard (CAMPAIGN LIVE, 12/26).

The Football League "is to launch its first online research panel for member clubs in the hope of providing sponsors with deeper insight when planning campaigns," according to Sebastian Joseph of MARKETING WEEK. The Changing Room initiative "launches this month and lets supporters share their opinions through discussion groups, forums and surveys on a number of topics." The panel "will feature 15,000 opted-in supporters who were chosen via the Football League’s and specific clubs’ customer databases throughout December." Feedback from the panel "will be used to offer the league’s partners insight into trends and opinions amongst supporters and help them develop more targeted campaigns." Additionally, the league "will review the data and use it to inform its commercial strategy moving forward" (MARKETING WEEK, 1/2).

Motorcycle manufacturer Hero MotoCorp signed a multi-year deal with Hockey India "to take title sponsorship of its ambitious franchise-based league," Hockey India League, according to INDIAN TELEVISION. The deal will see the tournament called Hero Hockey India League and "underlines Hero MotoCorp's support for the game." The inaugural Hero Hockey India League will be held from Jan. 14 to Feb. 10, featuring 120 leading field hockey players and 34 matches. The league will be made up of five teams. Delhi Waveriders, Jaypee Punjab Warriors, Uttar Pradesh Wizards, Mumbai Magicians and Ranchi Rhinos will compete in the inaugural season at five venues -- Delhi, Jalandhar, Lucknow, Mumbai and Ranchi respectively (INDIAN TELEVISION, 1/2).