Group Created with Sketch.
Volume 10 No. 22

Marketing and Sponsorship

ManU has "dismissed suggestions" it has diluted its brand by announcing several new sponsorship deals, according to the AFP. Just last week, ManU signed agreements with Chinese companies Wahaha and China Construction Bank, as well as a three-year deal with Japanese paint manufacturer Kansai Paint. A shirt sponsorship deal with Chevrolet "is also due to begin next year." The "income from sponsors has helped the 19-time English champions establish themselves as one of the richest teams in world sport." The club's most recent annual results revealed a 13.7% rise in commercial revenue up to A$117.6M ($123.1M). ManU Marketing Manager Jonathan Rigby said that such figures demonstrate the club is "not over-extending" itself by signing multiple sponsorship deals. Rigby said, "In fact, we see the opposite. We see a fan base that is growing, we see engagement levels growing, we see viewing figures continuing to grow" (AFP, 1/25).

The Scottish Rugby Union announced that it has secured the biggest sponsorship deal in its history. New kit partner Macron will come on board in the summer to become official kit supplier for all Scotland representative teams and the professional clubs, Edinburgh Rugby and Glasgow Warriors. A unique part of the four-year deal will see the SRU ask supporters for their views on the new Scotland kit ahead of its launch later this summer (SRU). The BBC reported Macron will come into force in July. SRU CEO Mark Dodson said, "This is a multi-million pound deal -- the largest in the SRU's history -- over four years, so we are delighted. We plan to invest in grassroots, invest in the pro teams where we can and reduce our debt." The deal "does not come into force" until Scotland hosts its autumn internationals later this year (BBC, 1/24). Dodson added, "The jersey itself belongs to the nation, and that’s why we want to involve our supporters in what their team will be wearing" (SCOTSMAN, 1/24).

Brasileiro club Santos has "renewed its sponsorship" with CSU CardSystem for another year, according to Lucas Turco of MAQUINA DO ESPORTE. The company will continue to have its logo on the "inside of the team's jersey number." The new agreement saw a 10% increase over the previous deal. Santos Communication Coordinator Arnaldo Hase said, "We agreed to renew with CSU, which will continue to sponsor the inside of the jersey number. Santos has yet to announce the deal, because some things still need to be signed, but everything will get done. We will announce the deal on our website Friday." The club is still looking for a title sponsorship deal. Hase said, "We are negotiating a title sponsorship deal with a couple companies, but as of now we cannot say that we are close to agreeing to a deal" (MAQUINA DO ESPORTE, 1/23).

Bundesliga club Borussia Mönchengladbach "has agreed to a new kit deal with Italian sportswear manufacturer Kappa." The new deal, "which will run until '18, is worth an estimated" €3M ($4M) a year (RP ONLINE, 1/24). ... The German Olympic Sport Association (DOSB) has extended its partnership with airline Lufthansa for another four years. Lufthansa, the official airline of the German Olympic team, will transport the athletes to the 2014 Sochi Winter Games (DOSB). ... Puma has "prematurely cancelled Irish rugby's eight-year kit deal." The Irish Rugby Football Union confirmed that Puma will "continue to supply kit" to all int'l teams until the end of the '13-14 season as part of its exit from all rugby activity across Europe (IRISH TIMES, 1/24). .... Insurance company Vaudoise Versicherungen has signed a two-year agreement as the main partner of Swiss Cycling. The collaboration focuses on all major activities of Swiss Cycling, including the systematic and sustainable development of Swiss Cycling at grassroots, youth and professional levels. In addition, it will feature branding on the shirts of the Swiss athletes at all World Championship events (Infront Sports & Media). ... The German Disabled Sports Federation (DBS) has extended its partnership with German Sport Marketing (DSM) for another four years. The new deal with DSM, which has been a partner of the DBS for five years, will run through the 2016 Paralympic Games (DBS).

BANKING DEALS IN BRAZIL: Brazilian tennis players Bruno Soares and André Sá have "closed sponsorship deals" with Banco BMG and real estate company MRV Engenharia (MAQUINA DO ESPORTE, 1/24). ... Brasileiro club Atlético-MG renewed its title sponsorship deal with Banco BMG for the '13 season. Terms of the deal "were not disclosed" (LANCE PRESS, 1/23).