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Volume 6 No. 214

Marketing and Sponsorship

Ligue 1 Paris St. Germain has "signed an exclusive agreement" with online ticket exchange company viagogo, according to LE FIGARO. The deal will allow members of PSG that cannot attend the game the possibility of "reselling their seats to a person that was not able to get one." PSG is the "first club in Ligue1" to sign a contract with viagogo. The company has deals with 10 English clubs including Manchester City, Chelsea, and Newcastle United, and 10 German teams including Bayern Munich and Schalke 04. Viagogo is also an official partner of Roland Garros and the BNP Paribas Masters (LE FIGARO, 1/23).

British brewery Tetley "is the new title sponsor of the rugby league Challenge Cup, replacing Leeds Metropolitan University, and the Yorkshire brewer will use the sponsorship to 'reinvigorate' the brand," according to John Reynolds of MARKETING MAGAZINE. Tetley "was previously title sponsor of the league competition, the Super League," between '00-04. It also "has commercial partnerships with individual rugby league clubs, such as Leeds Rhinos and Wakefield Trinity Wildcats." Carlsberg-owned Tetley's sponsorship of rugby league "has been a central plank of its marketing over the years." It also uses "pitch-side hoardings as advertising channels." The brewer "will promote the sponsorship with on-pack promotions and other marketing initiatives, in a drive to broaden the appeal of the brand" (MARKETING MAGAZINE, 1/22).

STARTING FRESH: The PA reported Rugby Football League CEO Nigel Wood has admitted that the "new season is likely to kick off next week without a sponsor for either of its domestic leagues but he believes commercial revenue will reach a record high before the end of the year." The RFL unveiled a deal with Tetley for the Challenge Cup but "is yet to conclude agreements for both Super League and the Championship." Wood said, "There are lots of positive dialogue, but we are not going to do any quick deals. There are no no-go zones but, if the deals are not right, we won't accept them" (PA, 1/23).

Brasileiro club Coritiba has confirmed that its main jersey sponsor bank BMG "will not renew its sponsorship," according to Lucas Turco of MAQUINA DO ESPORTE. Coritiba's marketing department is "negotiating with three other companies" to replace BMG. One of the companies in negotiation with the club is government-owned bank Caixa Econômica Federal. The bank already sponsors other Brazilian clubs like Corinthians, Avaí, Figueirense and Atlético-PR. Coritiba will thank BMG for its four years of sponsorship during halftime of Saturday's friendly against Argentinian club Colón (MAQUINA DO ESPORTE, 1/22).

F1 team Mercedes AMG Petronas "has extended its partnership with Hamburg-based marketing company SPORTFIVE for another two years." SPORTFIVE "will continue to acquire German-based sponsors and partners for the team" until the end of '14. The partnership between Mercedes F1 and SPORFIVE dates back to '10 (NEW BUSINESS, 1/23). ... The German Football Federation (DFB) has signed a new partnership with online printing company flyeralarm. The company will become an official premium partner of the women's national team. The new deal also encompasses all female national youth teams from U15 to U20. Flyeralarm will show presence on boards at women's national team games as well as on the sponsorship wall at DFB press conferences (DFB). ... digital entertainment member Foxy Bingo is to be one of the prominent sponsors of the 2013 Super League. The sponsorship is a three-year deal (Bingo). ... The Int'l Fencing Federation (FIE) will work with IMG Consulting on its PR activities, which includes a new logo that was unveiled as part of the FIE's 100th anniversary. IMG Consulting will help FIE make three 26-minute films to celebrate the sport and its history (ISPORTCONNECT, 1/23). ... Pirelli will enter the '13 F1 season with a new range of tires for dry and wet weather (PIT PASS, 1/23).

ATHLETE SIGNINGS: U.K. Olympian Mo Farah has teamed up with Octagon to further develop his commercial brand. Octagon will work alongside his manager Ricky Simms at PACE Sports Management. The approach will focus on quality over quantity, with partnerships that are consistent with Farah's interests and values (Octagon). ... Malaysian women's squash player Low Wee Wern has secured three sponsors. Harrow signed a two-year racquet deal, Puma has been named as an apparel partner and Mizuno renewed its footwear sponsorship deal (ISPORTCONNECT, 1/23). ... Cobra Puma Golf has signed an endorsement deal with PGA Tour winner Jesper Parnevik that will see the Swede wear Puma apparel and use Cobra golf equipment. Parnevik will be wearing products from Puma Golf’s Spring/Summer 2013 Collection along with the new Tux Lux golf shoe, part of Puma Golf’s Lux footwear collection (Cobra Puma Golf). ... The Golf Swing Shirt Company, which is a golf swing trainer, signed Irishman Padraig Harrington as its global brand ambassador (Golf Swing Shirt).

CHAMPIONSHIP DEALS: Pharmaceutical company Nikopharm is a new partner of the Turkish Airlines Euroleague Final Four 2013 London and the Eurocup Final. The Ukraine-based company will collaborate with the final phases of the top two European basketball competitions (Euroleague). ... Switzerland's Titlis Glacier Mountain confirmed its title sponsorship of the 2013 Women's World Curling Championship in Riga, Latvia. It also confirmed it will be a main sponsor, along with the city of Lucerne, Switzerland, of the 2014 Men's World Curling Championship in Beijing (World Curling Federation).