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Volume 6 No. 216

Marketing and Sponsorship

Santander has signed a deal with Olympic Gold Medalist Jessica Ennis, who will "become the first female face of the U.K. brand in its upcoming TV advertising campaign," according to Ben Bold of MARKETING MAGAZINE. Santander, "which in the past has used sports stars including Lewis Hamilton and Jenson Button to front advertising campaigns," said that the addition of Ennis to its cast of brand ambassadors would allow it to appeal more to women. Santander claims that its use of sports stars has "raised its U.K. brand awareness from 20% to 94%." Ennis' "other recent endorsement deals" have included Jaguar, Coca-Cola-owned Powerade, BA, Aviva and Procter & Gamble's skincare brand Olay (MARKETING MAGAZINE, 2/22).

Real Madrid and German-based personal care company Beiersdorf AG have agreed to a new sponsorship deal "designed to promote" the La Liga club and the company's Nivea skincare brand, according to Iain Rogers of REUTERS. The new agreement will run until the end of the '15-16 seasons. A new Nivea advertising campaign featuring Real players Sergio Ramos, Marcelo, Gonzalo Higuain and Alvaro Arbeloa "was also unveiled" (REUTERS, 2/22). HORIZONT's Uwe Förster reported the new campaign "was created by global ad agency DraftFCB, while Barcelona-based media agency brand MPG was in charge of the media planning." The campaign "will not run in Germany." The new cooperation between Beiersdorf and Madrid "is a copy of the sponsorship deal that Nivea has with Serie A AC Milan" since '08 (HORIZONT, 2/22).

Bundesliga club Schalke 04 has signed a new sponsorship deal with Swiss watchmaker Festina to become the club's official watchmaker. The new two-year deal will start with the '13-14 season. Festina will receive ad space on the video screen at the Veltins-Arena and on the club's website (Schalke 04). ... Munich-based sports marketing agency sportsandevents "has signed a new contract with the Austrian Volleyball Federation (ÖVV)." SAE "wants to establish an Austrian Beach Championship Tour, which will initially consist of one to three events." SEA "was looking for a new field of activity after the German Volleyball Federation (DVV) decided to end its deal with the agency after 10 years" (BEACH VOLLEYBALL, 2/22).

A NEW SET OF WHEELS: Brasileiro B club Palmeiras has agreed to a deal that will see title sponsor Kia stay on as the club's sponsor for the Sao Paulo state championship (MAQUINA DO ESPORTE, 2/22). ... The Int'l Basketball Federation (FIBA) and Swiss watch brand Tissot have agreed to an extension on their global partnership through '16 (FIBA). ... The Fiji Rugby Union announced global sports brand Mizuno as an official sponsor. The deal will see Fiji Rugby's national teams supplied with Mizuno boots and running shoes for the next four years (FRU). ... League Championship club Huddersfield Town has announced a commercial deal with Stockleys Sweets (Huddersfield Town). ... Elite Sports Properties has secured the licensing rights to the 2015 Rugby World Cup. The new merchandise will be available for purchase starting May '13. Fans in the U.K. will be able to preview the range in select stores (ESP).

CLOCKING IN WITH F1: The Williams F1 team announced longtime official watch partner Oris has agreed to renew its deal and upgraded its sponsorship ahead of the 2013 FIA F1 World Championship. It will mark Oris' 11th full season as the team's official partner. For the '13 season, the Oris logo will feature on the cars' front wing and cockpit shoulders. The watch company will also continue its presence on the driver and mechanic overalls, driver gloves and driver helmets (Williams). ... Ayr Racecourse has announced local company The QTS Group as new sponsor of the Scottish Champion Hurdle. The Lanarkshire-based company already supports Scottish Premier League side Kilmarnock and has extended its sports sponsorship to the Grade Two event on April 22 (SCOTSMAN, 2/22).