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Volume 6 No. 213

Marketing and Sponsorship

Shameless self-publicists Paddy Power has infuriated Chelsea with its latest "poster campaign poking fun at various beleaguered Premier League footballers," according to Charles Sale of the London DAILY MAIL.The bookmakers "have used a giant billboard site directly across the road from Stamford Bridge" to point £50M ($76M) goal-shy striker Fernando Torres toward a job cooking burgers. The poster provocatively reads: "Fernando, we’ve got an onion bag you can actually find. It’s in the burger van mate. Get your hair net on." Chelsea has "failed in attempts to have the offending poster taken down on image rights grounds" because it is not situated on its property. Other "beleaguered players being targeted by Paddy Power are Arsenal’s Andrey Arshavin, Peter Odemwingie of West Brom, Aston Villa’s Darren Bent and Jose Bosingwa of QPR" (DAILY MAIL, 2/27).

Adidas may have closed its last factory in Shanghai, "but the athletic brand still means to stay in China in a meaningful way, hopefully in the hearts of consumers," according to Abe Sauer of BRAND CHANNEL. So far, "the brand is headed in the right direction," logging a 23% jump in China sales in '12 (to $1.5B). Adidas will be facing down Nike, "a stock Citi just upgraded based largely on the Swoosh's China outlook." Both brands are joined by other foreign names "for the emerging China youth market." The expectations and brand characteristics valued by China's youth have "changed and keep changing." Mary Bergstrom, author of "All Eyes East: Lessons from the Front Lines of Marketing to China's Youth" and founder of the The Bergstrom Group, said that China's market for athletic brands has "taken dramatic turns." Bergstrom "sees a new challenge for foreign brands" like Nike and adidas. Bergstrom: "The challenge for these companies is not to think in the same terms as they have in the past -- the competitive spirit that made these Western brands icons in the first place is out of date and place in modern China." Adidas Group Greater China Managing Dir Colin Currie said, "In China, we partner with a number of celebrities whose passion and character reflect our brand. For example, Fan Bingbing and Eason Chan are our brand ambassadors for adidas Originals, reflecting the brand’s values with their unique style and creativity." Bergstrom also warned that brands "risk losing China's youth if they do not engage in conversation beyond telling youth what is cool." Bergstrom: "They are looking for more than Western or Chinese celebrities, more than tech savvy gimmicks, they want something with personal relevance and true meaning" (BRAND CHANNEL, 2/27).

FIBA and the Spanish Basketball Federation (FEB) said that sponsorship sales for the '14 Basketball World Cup are nearly complete 550 days out from the event in Barcelona and Madrid. Partners include Turkey-based appliance brand Beko, the tourney's presenting sponsor. Spain-based sponsors include CaixaBank, Endesa, Iberia, San Miguel, Mutua Madrilena and Halcon Viajes. All companies have been granted exclusivity in their respective categories (FIBA).

Deloitte has extended its partnership with the British Paralympic Association until the end of '16. The firm has also announced a four-year renewal of its title sponsorship of the Deloitte Ride Across Britain corporate challenge, with the BPA continuing as Deloitte’s preferred charity for the event. In addition to ongoing financial support for the BPA and ParalympicsGB, the firm will sponsor the ParalympicsGB Team Launch events for '14 and '16 (Deloitte). ... The Asian Tour has announced Canon will become the official imaging partner of the Tour until the end of '15. Canon will also enjoy multiple opportunities to leverage its brand across the Asian Tour’s worldwide media platforms that include its official website and a global TV platform, which reaches more than 200 countries and 650 million households. The partnership will also allow Canon to increase its brand visibility through on-site branding and activities at Asian Tour events (Asian Tour). ... The Commercial Bank of Dubai will continue its support of the 2013 Dubai World Cup Carnival "by sponsoring the entire six-race card on UAE Oaks da." The 1,900m contest, which is open to three-year-old fillies, "is the third UAE Classic of the season, following the UAE 1000 and UAE 2000 Guineas." The six races carry a total purse of $935,000 (Dh3.43M) (GULF NEWS, 2/27).

OUT OF GERMANY: German Bundesliga club Fortuna Dusseldorf has extended its premium partnership with online gambling provider As part of the deal, will continue to be a second-tier sponsor of the club and receive attractive ad spaces inside the ESPRIT arena on boards in camera view. The deal was brokered by Infront Sports & Media (Fortuna Duesseldorf). ... The German Disabled Sports Association (DBS) has extended its sponsorship deal with German airline Lufthansa until '16. As the official airline of the DBS, Lufthansa plans flight to the 2014 Sochi Paralympic Winter Games (DBS). ... Bundesliga club Eintracht Frankfurt has enhanced its sponsorship deal with brewery Krombacher. The company will increase its involvement in the club beyond the football department. As part of the sponsorship deal, Krombacher will activate advertisement rights surrounding the various teams and athletes of Eintracht Frankfurt e.V. (Eintracht Frankfurt).