Group Created with Sketch.
Volume 6 No. 212

Marketing and Sponsorship

The ATP has launched a new global promotional campaign as the '13 ATP World Tour season begins with tournaments in Chennai, India; Doha, Qatar; and Brisbane, Australia. The "BEAT THIS" campaign showcases entertainment and drama produced by athletes on the ATP World Tour. The multi-million dollar campaign features established players such as Novak Djokovic, Roger Federer, Andy Murray and Rafael Nadal, as well as the next generation, including Milos Raonic and Kei Nishikori. Created as a flexible and adaptable central resource that can be utilised by all 62 ATP World Tour tournaments, the campaign will feature more than 70 players and iconic backdrops from the host cities on the tour. The campaign features individualized photography as each player engages directly with fans by staring intensely at the viewer. Featuring a range of above- and below-the-line executions, including a 30-second TV spot, player vignettes, print ads, posters, billboards, and web and mobile treatments, the campaign will be implemented at events throughout the '13 season, starting off at this week’s Aircel Chennai Open, Qatar ExxonMobil Open and Brisbane Int'l (ATP).

The German Handball Federation (DHB) has signed a new title and shirt sponsorship deal with online department store The Germany-based company will be featured on the jersey's of the men's national team. made its debut on the chest of the players in Germany's exhibition game against Sweden on Thursday. The deal was brokered by sports marketing company SPORTFIVE and will, for the time being, only run until the end of the Handball World Championship. After the tournament, talks about a possible extension of the partnership will be held. In addition to the shirt sponsorship, also acquired an extensive ad package that includes ad space on boards, on the sidelines and on the court of all int'l games of the German team. SPORTFIVE Germany Managing Dir Philipp Hasenbein said, "The Men's Handball World Championship in Spain starts on January 11, and the games of the German national team will air live on ARD and ZDF. This naturally provides the new title sponsor,, with great possibilities to show presence and use the new sponsorship in a communicative way" (DHB).

Scottish Rugby Union CEO Mark Dodson "spent a week in Japan before Christmas looking into a variety of rugby and business links between Scotland and the Far East," according to David Ferguson of the SCOTSMAN. However, Dodson "was quick to dismiss speculation that the trip was made to uncover a new sponsor for Murrayfield Stadium." Dodson stated in '12 that he would be open to the idea of "selling" Murrayfield to a multi-million pound sponsor. The reality is that "there is not a queue of businesses nor wealthy individuals" offering the several million pounds investment that Dodson insists would be necessary for the stadium sponsorship to become a possibility."

A LOT TO GAIN: It appears there is "no pot of gold in the Far East either, as Dodson returned without any new sponsorships in his briefcase, but the CEO insisted that the Japan trip was worthwhile." Dodson said, "It is clear that Japan is a huge country with a massive population and huge corporations, that own the rugby teams in Japan, so the commercial opportunities there are not difficult to see, but we have to first develop a relationship based on firm foundations rather than just going over and trying to get money in the bank." He continued, "We talked about a whole range of opportunities with different people and organisations, but, no, we have not agreed any deals for Japanese firms to sponsor Murrayfield Stadium" (SCOTSMAN, 1/3).

Brasileiro club São Paulo has agreed to "a new kit partnership with Penalty" worth more than R$35M ($17.1M) per year until '15. The Brazilian sportswear brand "will replace Reebok in the role, with São Paulo stating that the deal represents the most-lucrative kit partnership in the club’s history." The Reebok deal "expired at the end of '12 allowing Penalty to return to São Paulo after 11 years away from the club" (SOCCEREX, 1/3). ... Brasileiro club Flamengo "has signed off on a new 10-year kit partnership with adidas worth a reported $183M." Contract negotiations "have lasted six months." The issue affecting talks was said to be adidas' "demand that only two sponsors could display their logos on the club's shirt." Adidas "will replace Brazilian firm Olympikus as Flamengo's new kit partner" (SOCCEREX, 12/21). ... La Liga club Atlético Madrid is "close to signing a sponsorship deal with Azerbaijan after studying three separate offers in the run up to the new year." The logo of the Eurasian country will be featured on the red and white shirt of the club for the remainder of this season, as well as the next (MARCA, 1/2). ... Engine oil and grease manufacturer Petromin revealed "its official sponsorship" of the 21st Gulf Cup of Nations football tournament, which will be held in Bahrain from Saturday until Jan. 18 (AME INFO, 1/3). ... Prime Bank Ltd. "signed a Tk 7 crore ($877,000) deal with Game On Sports Management Ltd. to become the title sponsor of the Bangladesh Premier League." Bangladesh marketing company Destiny Group "was the title sponsor of the inaugural BPL" season in '12 (THE DAILY STAR, 1/2). ... Racing UK TV has renewed its partnership with bookmakers Coral, Ladbrokers, Sky Bet and William Hill. The partnerships, which start on Feb. 1, will give the four major bookmakers exposure on Racing UK's various platforms, including the channel, online, digital, print and promotional activities (Racing UK TV).