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Volume 6 No. 212

Marketing and Sponsorship

Logistics company UPS expanded its sponsorship in motorsports by entering F1 racing through a multi-year sponsorship deal of Scuderia Ferrari. As part of the sponsorship, UPS will have significant visibility as the team competes in the F1 world championship across the globe. The UPS shield will be visible on the Ferrari F138 cars driven by Fernando Alonso and Felipe Massa, on their racing overalls, as well as the team's fleet of transporters and trackside equipment. UPS will also implement a comprehensive activation program across the organization on a global scale. UPS will become the official logistics and shipping sponsor for Ferrari and be fully integrated into the company's daily operations by providing delivery and transportation services (UPS). The multi-year agreement will also extend to the racing activities of Ferrari Corse Clienti, including participation in the FIA World Endurance Championship and an involvement in the European series of Ferrari Challenge Trofeo Pirelli championship (Scuderia Ferrari). 

The Spanish Basketball Federation (FEB) and CaixaBank have agreed to a partnership deal to run through '16. Starting this year, the bank will become the new partner of the FEB. Furthermore, CaixaBank will be one of the event sponsors of the 2014 World Cup in Spain. As a result, the bank will have its logo on the jerseys of all the FEB's men's and women's teams. CaixaBank President Isidro Fainé and FEB President José Luis Sáez announced the deal Tuesday (FEB).

The Williams F1 team has signed a new multi-year partnership agreement with global information services company Experian. The company will provide data and analytical tools to clients around the world. The Experian logo will be visible on the chassis side and front wing of the Williams-Renault FW 35, and appear on each driver's overalls, their respective helmets, and team personnel's kit. In addition, the team renewed and upgraded its current sponsorship deal with global recruitment company Randstad. The partnership between Randstad and Williams will enter its eighth consecutive year. As in previous years, Randstad will appear prominently on the car's engine cover and cockpit surround, while also appearing on the front and back of all the team's apparel. In addition, Randstad branding will also appear on the drivers' cap (Williams F1).

Brasileiro B club Palmeiras and traveling agency CVC are set to announce a partnership, according to Camila Mattoso of LANCE NET. After almost a year working with Brasileiro club Corinthians, CVC has decided to partner with a second Brazilian club. The agency will offer Palmeiras fans travel packages to away games for the league, Copa do Brasil and Copa Libertadores (LANCE NET, 2/19).

WAITING TIME: MAQUINA DO ESPORTE's Rodolfo Gomes reported Brasileiro club Santos has been negotiating a title sponsorship deal with three companies and is awaiting a response "before the end of the week." Electronics company Philco has the club's proposal "in hand" and will give a response by Wednesday. Santos is asking for R$20M ($10.2M) annually to become its title sponsor (MAQUINA DO ESPORTE, 2/18).

French fashion house Thierry Mugler has become the "latest high-profile sponsor to distance itself" from Paralympian Oscar Pistorius, who is fighting murder charges in South Africa, according to the PA. The company has announced the "immediate and complete withdrawal" of all products featuring Pistorius including its A*men Pure Shot fragrance, which was launched as a special edition to mark last year's London Paralympics. In addition, Thierry Mugler has removed "all point-of-sale advertising featuring Pistorius, and deleted all references to the athlete from its website" (PA, 2/19). ABC NEWS' Curry & Kanani wrote Oakley and Nike announced that they "would no longer run ads featuring" Pistorius. In a statement, Oakley Corporate Communications Manager Cheri Quigley said the company "is suspending its contract" with Pistorius, effective immediately. Nike also said it had "no plans" to use Pistorius in future ad campaigns. The companies made their announcements shortly after Pistorius' agent, Peet van Zyl, publicly said that he "expected the sponsors to stick with Pistorius through the legal process" (ABC NEWS, 2/18). Nike North America Media Relations Manager KeJuan Wilkins "declined to say whether Nike had previously had any plans for Pistorius." The AP's Joshua Freed noted Pistorius' website "still shows other Nike ads, as well as logos from Nike, Oakley and other companies" (AP, 2/18).

IPC PRESIDENT SPEAKS: In London, Gareth Davies reported Int'l Paralympic Committee President Philip Craven spoke publicly for the first time insisting that the police investigation in South Africa involving Pistorius "must be separated from the sports movement" which enjoyed unprecedented momentum in London last summer. Craven insisted that the Paralympic movement "must not be dented by the actions of a single athlete." Craven: "He was the first really big international star, but there are now so many athletes coming through. The new stars will be taking the movement forward, and there will be many more as we move forward" (TELEGRAPH, 2/19).