Group Created with Sketch.
Volume 10 No. 23

Marketing and Sponsorship

Brazilian lawyer Antonio Beiriz has succeeded in getting an injunction to "temporarily suspend the sponsorship payments" of state bank Caixa to Brasileiro club Corinthians, according to IG. The lawyer claims that as the bank is a state entity it should not be able to "finance a private entity." Corinthians and Caixa signed a two-year deal at the end of '12 worth more than R$30M ($15.1M) annually. The court has suspended the payments "but has not vetoed the use of the bank's logo on the Corinthians uniform." Caixa also sponsors Brazilian clubs Atletico-PR and Avai. It is also negotiating deals with Atletico-MG and Cruzeiro. Beiriz said that he was unaware of the bank's deals with the other clubs. Beiriz said, "I did not know. But this injunction can be used as the base for other actions against these deals" (IG, 2/28).

ONE TIME DEAL: IG also reported Corinthians has agreed to a sponsorship deal with card systems company CSU for Sunday's rivalry game against Santos. CSU will have the brand logo of one of its products on the shoulders of the team's uniforms (IG, 3/1).

Scottish Third Division club Rangers’ allure to sponsors "remains strong with Puma and Blackthorn Cider the latest to exploit the club’s global fanbase," according to Sebastian Joseph of MARKETING WEEK. Puma will replace Umbro as the club’s kit supplier from the start of the '13-14 season in a five-year deal with the club. Financial terms of the partnership "were not disclosed." The club said that the tie-up with the German business "complements" its joint venture with retailer Sports Direct. Meanwhile, Blackthorn Cider, which is distributed by Tennents owner C&C Group, "will replace the lager as the club’s new shirt sponsor from next season." The cider brand is "looking to raise its profile outside of Scotland in a bid to capitalise on the growing popularity of the drink across the UK" (MARKETING WEEK, 3/1).

India's U19 cricket World Cup-winning captain Unmukt Chand has "joined the list of star cricketers who endorse Pepsi after the soft drink giant roped him in as its brand ambassador," according to the PTI. Unmukt, who is emerging as one of the most promising cricketers in India, will now be seen in Pepsi's "Oh Yes Abhi!" campaign focusing on youth. He will feature in Pepsi's upcoming advertisement "which will have a face-off between him and the captain of the India's senior cricket team MS Dhoni along with Virat Kohli and Suresh Raina." The campaign went on air on Friday (PTI, 3/1).

Concrete Manufacturer Vedacit/Otoo Baumgart has agreed to become an official sponsor of the 2013 Copa Perdigão do Brasil. With the deal, the Brazilian Football Confederation (CBF) has now filled the 11 sponsorship slots for the competition. The company will have its logo visible "on the advertising boards around the pitch" (MAQUINA DO ESPORTE, 3/1). ... Argentinian club Boca Juniors has agreed to a sponsorship deal with Gatorade (Boca Juniors). ... Fitness firm cityfitness has agreed to a sponsorship with New Zealand Super Rugby side Chiefs. The sponsorship enables Chiefs players and cheerleaders to use cityfitness gym and its subsidiary hot yoga and pilates studio, Abundance, which is located inside the club (Cityfitness).