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Volume 10 No. 22

Marketing and Sponsorship

When ESPN hosts the first installment of its global X Games series in the U.S. ski town of Aspen, Colorado this week, "it will have only four global X Games sponsors -- two fewer than ESPN hoped to have," according to Tripp Mickle of the SPORTSBUSINESS JOURNAL. The company, which will host X Games in Aspen, France, Brazil, Germany, Spain and L.A., "sold sponsorships to all of those events to GoPro and Red Bull." It split the automotive category between Jeep, which will sponsor winter events in Aspen and France, and Ford, which will sponsor summer events in Brazil, Germany, Spain and L.A. It also "sold a global deal to the U.S. Navy that gives the armed forces division on-site rights in Aspen and L.A. and advertising in global X Games programming from the other four stops." ESPN execs "declined to discuss the length and financial value of the deals." Marketing sources approached by ESPN said that the company "was pitching deals with a $16M-a-year price tag," but added that the company "netted less than that from GoPro and Red Bull" (SPORTSBUSINESS JOURNAL, 1/21 issue).

GLOBAL TV PARTNERS: As ESPN's X Games becomes a global property, the network and its various Local Organizing Committees announced agreements with TV partners in each of the four host markets outside of the U.S. -- France, Brazil, Spain and Germany. ESPN also announced syndication deals in several other markets. The first group of global TV partners will be joined by others in the months ahead, as ESPN continues discussions with potential distributors around the world. The 2013 X Games in Aspen will be televised in 184 countries, reaching more than 430 million homes (ESPN).

Longtime Nike endorser Pep Guardiola's move to Bayern Munich "could suggest the Catalan coach will switch" to rival adidas, according to Javier Matallanas of AS. Guardiola has been part of Nike's image throughout his career as a footballer and coach, but adidas, which apart from outfitting Bayern also possesses a 10% share in the company that runs the Bundesliga team, "will attempt to sign him." The former Barcelona coach has been without a contract with Nike since last year and is "free to negotiate with the rival brand." Adidas President and Bayern Munich Board member Herbert Hainer "will try to convince" Guardiola to represent adidas the way he did Nike for so many years (AS, 1/20).

Brazilian broadcaster Globo and energy company Petrobras have agreed to a sponsorship deal that will see the company's advertisements appear throughout Globo's broadcasts of the Brasileiro, Copa do Brasil, Copa Bridgestone Libertadores, state championships and Brazil's national team friendlies (MAQUINA DO ESPORTE, 1/22). ... Hong Kong-based Peak Sports has extended its sponsorship of the New Zealand Olympic Committee. The deal will see Peak serve as the committee's official sports product sponsor (Peak Sports). ... Mercedes-Benz has agreed to a new sponsorship deal with German consumer electronic retailer group Euronics for the '13 German Touring Car Championship (DTM) season. Euronics will be the title sponsor of the Euronics Mercedes AMG C-Coupé team in the DTM. The '13 season starts on May 5 (Mercedes-Benz). ... Germany-based ticketing and live entertainment event management company CTS Eventim extended its partnership with the Handball Bundesliga (HBL) for another three years. In addition, CTS Eventim confirmed its partnerships with HBL clubs SG Flensburg-Handewitt, TSV Hannover-Burgdorf, TuS N-Lübbecke and SC DHfK Leipzig (CTS Eventim). ... Organizers of the 2013 Commercial Bank Qatar Masters signed the St. Regis Doha as its official hotel in a three-year deal starting with the '13 edition (GULF TIMES, 1/21). ... The Force India F1 team has signed a new sponsorship deal with British service company Speedy Services as official team supplier. The multi-year agreement will see the Speedy Services' logo featured on both Force India cars at the F1 Grand Prix of Great Britain (MOTORSPORT TOTAL, 1/22).

Ligue 1 Olympique Marseille and telecom company Orange have renewed their partnership for another two season. The two parties have been partners since '01 (OM). ... Brasileiro club Botafogo has renewed its sponsorship deal with motor oil brand Havoline Texaco until the end of the season. The company will feature its logo on the lower front and shoulders of the team's jersey (MAQUINA DO ESPORTE, 1/22). ... Bundesliga club Werder Bremen has signed a new sponsorship deal with packing machine manufacturer emkon. The new official regional partner will show presence at Bremen home games on an LED board and with ads inside the Werder Magazine (Werder Bremen).

IN AUSTRALIA: Mars Food Australia has extended its deal with A-League club Central Coast Mariners as the front of shirt sponsor via its Masterfoods brand until the end of the '13-14 season. The deal sees the company enter its ninth year as a partner of the club (Mariners). ... Cruising Yacht Club of Australia's Youth Sailing Academy has signed on d'Albora Marinas in a one-year-deal to sponsor one of the Elliott 6.0m training vessels (CYCA).