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Volume 6 No. 217

Marketing and Sponsorship

German Handball Bundesliga (HBL) side HSV Hamburg "has extended its sponsorship deals with homecare service provider GesundHeits GmbH Deutschland (GHD) and health insurance company AOK," according to Berthold & Grünberg of the HAMBURGER ABENDBLATT. Both companies signed a 12-month extension with the club until June 30, 2014. The club hopes that "because of the two sponsorship extensions it will receive the Bundesliga license without any requirements for the next season." Club President Matthias Rudolph has stated the team's on-field expectations for the current season: at least a fourth place finish in the Bundesliga, DHB-Pokal (German Handball Cup) final and the EHF Champions League Final Four (HAMBURGER ABENDBLATT, 3/15).

With the increasing costs facing F1 teams threatening the economic viability of the sport, Lotus F1 Team Principal Eric Boullier told SBD Global that "everything is positive now, and the building of the business is good." Boullier, whose driver Kimi Räikkönen won the '13 season opening Grand Prix in Melbourne, Australia on Sunday, said F1's global expansion has been a "very positive" development for teams in their pursuit for revenue. He said that entering new markets, such as the racing series' return to the U.S., have helped to make "our life better" commercially. Boullier told SBD Global, "We can prospect in different countries and our team has, for example, a lot of American-based sponsors. It just makes the audience of F1 a little bit wider. You get in contact with some new corporation, new business, that wants to see what is F1, and how to use F1 as a marketing platform." He specifically cited the company's relationship with Coca-Cola as a result of F1's return to the U.S. market. In November, Lotus signed a multi-year sponsorship deal with Coca-Cola. It was a first for the soft drink giant, whose energy drink brand Burn is featured on the '13 Lotus car as well as driver and team outfit. Boullier credits F1's global format for the team's ability to land sponsorship deals such as Coca-Cola. He said, "There is no other global sport like F1. I see only [positives] because today every business in the world tends to be global, and you need to have a global support. We have a lot of contacts. Many sponsors have joined us, some new ones, and some investors too, so it’s good." But Boullier would not reveal any other new deals or specific financial benefits of the series’ foray into new markets. Recently, Boullier's McLaren counterpart, Martin Whitmarsh, said "of the 11 teams, seven of them are in survival strategy." While Boullier does not dispute Whitmarsh's comments, he said F1's global expansion has helped the team land new sponsors, such as Coke. Boullier said, "We have to move into new markets on top of the current ones. We have to develop a new marketing strategy, but we have a lot of companies we are working with that are interested to be back in F1, to use the drivers and F1 platform for sponsorship and marketing activation. There is a lot to come."

Unilever is "seeking to capitalise on hype" surrounding the new F1 season with a SureMen anti-perspirant range showcasing its sponsorship of the Lotus F1 team, according to Matthew Chapman of MARKETING MAGAZINE. The launch of the products "coincides with the beginning of Unilever’s three-year global sponsorship of Lotus" after its driver Kimi Raikkonen won the first Grand Prix of the new season in Australia. Additional marketing in the £4M ($6M) push "will include TV, digital, outdoor and experiential activity" that will launch in May (MARKETING MAGAZINE, 3/18).

The Spanish Football Federation (RFEF) has agreed to a partnership with Mexican bread company Bimbo through Aug. 31, 2014 (RFEF). ... Pioneer Corporation signed a sponsorship agreement with the Blanco Pro Cycling Team to outfit each of their riders with Pioneer’s advanced cyclocomputer technology. The company will offer real-time information of left and right pedaling power, efficiency and performance analysis while cycling to the team (Pioneer).