Group Created with Sketch.
Volume 10 No. 24

Marketing and Sponsorship

Nike and Serie A club AS Roma are "set to sign a long-term agreement" for the sport’s manufacturer to produce market apparel for the club around the globe, according to Donovan & Panja of BLOOMBERG. Nike will replace BasicNet SpA’s Kappa brand, which has been the team’s technical sponsor since '07, "and place its swoosh symbol on Roma’s jerseys and other team-wear" beginning next season. Financial terms have not been revealed. Nike spokesperson Charlie Brookes and Roma’s Catia Augelli "declined to comment." Roma Marketing Dir Christoph Winterling said, "This is a very crucial decision for the club because a technical sponsor can ensure you global distribution, global visibility, and help increase business." The agreement with Nike comes two years after a U.S. investment group led by hedge fund Manager James Pallotta "became the first foreign owners" of an Italian football team. They have "revamped Roma’s commercial operations in an effort to increase revenue to fuel the team’s on-field performances." Roma has sealed contracts with Volkswagen and Walt Disney in the first half of the '12-13 fiscal year generating €6.3M ($8.2M), up 8.6% from a year earlier (BLOOMBERG, 3/12).

Birmingham's Edgbaston cricket ground is set to be renamed in a £4M ($6M) bid to "take the city’s name around the world," according to the BIRMINGHAM MAIL. The arena "will be formally known as the City of Birmingham Edgbaston Stadium" under a 10-year sponsorship deal with the council. The name of Warwickshire Cricket Club’s one-day team "is also likely to be changed from the Warwickshire Bears to the Birmingham Bears as part of the package." The deal will also see £1M ($1.5M)-worth of match tickets given away to Birmingham schools, voluntary groups and cricket clubs and community groups to "encourage children to play more sport." The deal will be worth an estimated £1.1M-a-year to Birmingham "in terms of exposure" (BIRMINGHAM MAIL, 3/12).

German Hockey League (DEL) club Augsburg Panther extended its sponsorship deal with hair style chain Top Hair. The family-owned business has been a partner of the club since '97. The Top Hair logo will continue to be featured on the club's jersey and on the ice (Augsburg Panther). ... Virgin Active has partnered with the Lawn Tennis Association to become the official health club of British Tennis in a three-year deal (Virgin Active). ... U.K. accounting firm Wilkins Kennedy announced a commercial deal with Kent County Cricket Club (Kent Cricket). ... The Int'l Table Tennis Federation announced a renewal of its sponsorship deal with German construction equipment manufacturer Liebherr. The deal will see Liebherr's name adorn the title sponsorship of the 2014 & 2015 Individual Men's World Cup, as well becoming a major sponsor of the 2014 & 2015 World Table Tennis Championships and 2015 World Team Classic (ITTF). ... Business management software company Sage has extended and expanded its partnership with the Marussia F1 Team in a new European sponsorship deal for '13 (Sage). ... Kyocera Document Solutions has extended its sponsorship agreement with Infront Sports & Media, the marketing partner for the annual IIHF Ice Hockey World Championship. In addition, Kyocera will also act as printing and copying partner for all tournaments from '14 to '17 (Infront).