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Volume 10 No. 22

Marketing and Sponsorship

The Int'l Hockey Federation (FIH) "signed a major sponsorship deal" with motorcycle manufacturer Hero MotoCorp for all events of the world governing body to be held in India in the next four years, according to the PTI. The partnership will see Hero MotoCorp become the title sponsor of several field hockey events including the upcoming Hockey World League 2, the 2013 men's Junior World Cup, the 2014 men's Hockey World League final, the 2014 Champions Trophy and the 2015 Hockey World League final. FIH President Leandro Negre said that the world body "considers India as a major hub for the game." He "reiterated the world body's stand" on its commitment to the FIH. Negre: "The FIH is very clear about our commitment with Hockey India. I ask all of you to believe in HI because Hockey India is the future of Indian hockey, and not IHF" (PTI, 2/9).

Sports Endeavors, Inc. has formed a partnership with Japan's women's football Nadeshiko League team NTV Beleza. The deal will see the company produce and sell original Beleza themed apparel merchandise in the U.S. The partnership, coordinated by LeadOff Sports Marketing, marks the first time that the team has committed to a merchandising contract with a foreign company to distribute its products overseas. NTV Beleza is owned by Tokyo Verdy 1969 Football Club, a men's professional team in the J.League. NTV Beleza has won 30 championship titles, including 12 League Championships and 10 from the Empress' Cup. Its record is by far the most among other teams in Nadeshiko League history (Sports Endeavors). The Beleza products are planned and produced by Sports Endeavors and include branded apparel such as T-shirts and sweatshirts. The merchandise is already for sale online. LeadOff Sports Marketing GM Takehiko Nakamura said that in regard to the U.S. marketing plan, there is currently no priority on a certain region (SBD GLOBAL).

Sri Lanka Cricket Treasurer Nuski Mohamed said that the organization "has received a sponsorship bid over 75% more profitable" than its current deal, "having called for for tenders" for the three-year period beginning on June 1, according to Andrew Fidel Fernando of ESPN. Sri Lanka's biggest mobile phone operator Dialog Axiata "has made the highest bid" at 1.077B rupees ($8.5M), while government-owned Sri Lanka Tea Board, Total Sports Asia and Madison Media "have also made bids." The current sponsorship deal for both the men's and women's teams was awarded to Mobitel in '09, and was worth $4.85M over three years. Mobitel "has not made a bid to renew" its sponsorship. Mohamed said that "the bids from the Tea Board and Total Sports Asia were around" 900M rupees ($7.1M) (ESPN, 2/13).

Bundesliga club Bayern Munich has extended its partnership deal with German airline Lufthansa until '18. The new deal means Bayern will continue to fly Lufthansa, the club's official carrier and platinum partner, to its away matches in the Bundesliga, DFB Pokal (German Cup) and Champions League. The agreement provides Lufthansa with a variety of marketing services including perimeter fence advertising at the Allianz Arena, banner ads on, and promotional appearances by players and board members. Lufthansa has been a partner of the club for nine years (Bayern Munich). ... The German Football League (DFL) "has extended its sponsorship deal with German brewery Krombacher for another four years." The brewery, which has been a partner of the Bundesliga since the second half of the '08-09 season, "will continue to be an official partner of the Bundesliga" until the end of '16-17 season. The agreement allows Krombacher "to use the Bundesliga logo and match footage for its own promotional purposes." In addition, the brewery "will receive ad space on and inside DFL publications as well as a ticket allocation" (NEW BUSINESS, 2/13).

CANCELING ITS POLICY: Insurance company Swiss Life "will not extend its stadium naming-rights deal," which is set to expire at the end of June, with Bundesliga club Hannover 96. The company said this is a result of "intensive talks between Swiss Life and club officials"  (NEW BUSINESS, 2/13). ... The Welsh Rugby Union has signed a two-year extension through '15 with title sponsor Admiral (WRU). ... Sports statistics company Infostrada Sports Group has signed a partnership with the IOC until '20 (Infostrada Sports Group). ... Australian car dealership Suttons has agreed to become official car partner of National Rugby League club South Sydney Rabbitohs (South Sydney). ... Marussia F1 has extended and expanded its existing relationship with CarPlan, which will continue as official care car supplier for the '13 season. The company will have its brand presence on the sidepods of the new MR02 race car and trackside environment at the 19 grand prix on the F1 calendar this season (Marussia F1). ... Sportswear company Lotto Sport Italia has signed a partnership with Polish company Marketing Investment Group Sp. z.o.o. S.K.A. The deal will run through '17 (Lotto). ... Swimwear company Arena and the Italian Swimming Federation (FIN) have signed a four-year sponsorship deal. As part of the agreement, Arena will be the exclusive technical sponsor of the national swimming, water polo, diving, synchronized swimming, open water, and rescue teams, as well as group and race officials (Arena).