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Volume 6 No. 212

Marketing and Sponsorship

Real Madrid striker Cristiano Ronaldo "is quick," but in a new promotional video for Nike he "has gone one better, leaving opposing players, fans, managers, camera men and even riot police in his 'Vapor Trail,'" according to Tom Sheen of the London DAILY MAIL. The video shows the new Nike Mercurial Vapor IX, a boot that "combines performance innovation and a heritage of lightweight boots for fast players" (DAILY MAIL, 1/17). In London, Richard Arrowsmith reported the ad features Ronaldo in a "trail blazing run" in which fans' novelty wigs "tumble along the turf, a manager loses his spectacles and players cling on to anything, including a riot police Alsatian, for dear life" (DAILY MIRROR, 1/17).

Brasileiro club Flamengo has agreed to a R$10M ($4.9M) title sponsorship deal with French auto manufacturer Peugeot, according to Júnior and Souza of GLOBO ESPORTE. The deal is for the next three years and "could be worth as much as" R$15M ($7.4M) annually with incentives (GLOBO ESPORTE, 1/17). UOL's Pedro Ivo Almeida reported Flamengo's new leadership plans to "innovate and have three brands on the main space of the jersey," rotating them every four months in an effort to raise R$45M ($22.1M) in sponsorships a year. Now that the club has agreed to the deal with Peugeot, it is negotiating with fuel company Ale, "which is interested in exposing its brand on Flamengo's jersey" (UOL, 1/17). LANCENET wrote Flamengo's new leadership was able to accomplish in 15 days what previous management "was not able to accomplish in both '11 and '12: announcing a season long sponsorship deal" (LANCENET, 1/17).

Bundesliga Borussia Dortmund player Mats Hummels, who recently signed a testimonial deal with Procter & Gamble, "appeared in a new Head & Shoulders TV commercial," according to Jessica Mulch of HORIZONT. The 20-second commercial "was created by Saatchi & Saatchi and shows Hummels laying injured on the pitch, holding his head before a team doctor rushes to him and gets out a bottle of Head & Shoulders from his bag." The commercial "will run on German free-to-air TV channels RTL, RTL 2, Pro Sieben, Sat.1, Kabel Eins and N-TV." In addition, the campaign "also includes print and online ads as well as point of sale measures." In charge of the nationwide campaign is global media agency MediaCom (HORIZONT, 1/16).

Scottish Rugby has secured a new three year sponsorship package with whisky brand The Famous Grouse. The six-figure deal marks 23 years of the brand’s support for rugby in Scotland, and will see the whisky's latest product, the Ginger Grouse, become the official spirit of Scottish Rugby (Scottish Rugby). ... League Championship club Blackburn Rovers has announced PROBIZ Excellence Ltd. has extended its shirt sponsorship of the club. The company had already committed to stay as main shirt sponsor until the end of this month, but have now agreed to continue on the front of the jersey until the end of the season (Blackburn). ... World No. 2 squash player Nick Matthew has re-signed with sports brand Dunlop. Matthew will continue to use Dunlop equipment. He will also endorse Dunlop’s range of squash luggage, accessories and clothing (ISPORTSCONNECT, 1/17).