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Volume 6 No. 213

Marketing and Sponsorship

Audio company Bose Corp. has "linked up" with Rory McIlroy, who will serve as a global brand ambassador for the Framingham company under a multiyear sponsorship agreement, according to Ira Kantor of the BOSTON HERALD. Bose said that it is the "first endorsement" for McIlroy involving a consumer electronics brand, and he will "only be representing" Bose products that he uses. McIlroy will endorse Bose headphones, portable speakers and home and automotive systems. Financial terms of the deal "were not disclosed" (BOSTON HERALD, 2/27). GOLF WEEK's Adam Schupak opined there was "less pomp and circumstance" than his blockbuster Nike announcement in January, but the message was clear, Rory McIlroy "has emerged as golf’s latest crossover star." McIlroy "already has signed what is reported to be the most-lucrative golf equipment deal in the sport’s history." The next step in joining the likes of Tiger Woods, Phil Mickelson and Arnold Palmer as golf’s premier pitchmen "is to grow his portfolio of non-endemic sponsorships." Expect deals with companies "from categories such as financial services and automotive to emerge" for the 23-year-old, two-time major champion (GOLF WEEK, 2/27).

Ooredoo, formerly known as Qtel Group, has announced footballer Lionel Messi as its global brand ambassador, according to EMIRATES 24/7. As part of the sponsorship, Ooredoo will contribute to the Leo Messi Foundation, which Messi founded in '07, which "funds initiatives, both large and small, to help children in at-risk situations related to health care and education development." As part of the deal, the foundation "will develop and sponsor projects to stimulate human growth and development across Ooredoo’s markets in the Middle East, North Africa and Southeast Asia" (EMIRATES 24/7).

L'Oreal cologne brand Drakkar Noir has announced a sponsorship agreement with Brasileiro Santos striker Neymar, according to Rodolfo Gomes of MAQUINA DO ESPORTE. Although the announcement was only made this week, the company "closed its deal" with the Brazilian national team player at the start of the year when he was in Zurich, Switzerland for the annual FIFA Ballon d'Or Gala. Marketing agency 9ine brokered the deal. It is the fifth sponsorship contract the agency has brokered for the player. Apart from the L'Oreal deal, 9ine also brokered deals with Claro, Ambev, GSK and Eliar. The new perfume will hit shelves at the start of April (MAQUINA DO ESPORTE, 2/26).

The German Hockey League (DEL) has signed a new sponsorship deal with German software company SAP AG to become the league's official technology partner. SAP will support data processing for the DEL's website,, with its analytics tools (SAP). ... Nutrition company Nutrilatina has agreed to sponsorship contracts with Brazilian men's national team coach Bernadinho and women's national team player Fernanda Venturini. The two individuals will be brand ambassadors for the brand's new line of vitamins (MAQUINA DO ESPRTE, 2/27). ... The Ice-Watch brand will join BMW Motorsport for the '13 German Touring Car Championship (DTM) season as a premier partner. Within the framework of the partnership, Ice-Watch has developed a dedicated BMW Motorsport watch collection (BMW). ... Race organizers said that the 2013 World Rally Championship Rally Australia "will carry title sponsorship from the country's biggest equipment hire company," Coates Hire. The race "will now be officially known as the Coates Hire Rally Australia as a result of the new deal" (CRASH, 2/27). ... Cooper Tire Europe has agreed to a deal to become the principal partner of the FIA European Rallycross Championship in '13. The new agreement will also see Cooper increase its motor racing involvement in key territories, including Germany, Finland and Sweden. The deal was brokered by IMG Motorsports (Cooper Tire Europe). ... Championship rugby league side South Wales Scorpions announced that their new kit has been produced by Kooga and that health insurance policies provider APRIL UK will be their new main shirt sponsor for the '13 season (South Wales Scorpions).