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Volume 10 No. 22

Marketing and Sponsorship

One year after long discussions to allow alcoholic beverages to be sold in World Cup stadiums, one of the 12 arenas for the event "is due to receive the name of a beer brand," according to Nelson Barros Neto of FOLHA DE S. PAULO. The Arena Fonte Nova in Salvador, Brazil, will be renamed after beer brand Itaipava. The stadium, which will be inaugurated in April, will be renamed the Itaipava Arena Fonte Nova. The deal, worth an estimated R$10M ($5M), "will only be valid through May 29." After that date, FIFA takes over the control of the Confederations Cup stadiums for the tournament. FIFA is sponsored by Budweiser "and does not allow advertising from competitors of its sponsors during its events." Itaipava's short-term naming rights deal has the objective of "increasing the brand's exposure in the state" of Bahia. The Bahia government revealed the negotiations "are just about done" (FOLHA DE S. PAULO, 3/17).

F1 Team Lotus has partnered with Columbia Records in an "innovative deal aimed at promoting music through the team's website and track activities." The company will provide free regular streaming playlists on the Lotus website. Furthermore, the iconic "Walking Eye" logo will feature on the bodywork of the E21 car all season (PIT PASS, 3/16). ... Chinese Sportswear manufacturer Li-Ning has announced it will sponsor the Marseille Marathon for the next three years. Terms of the deal were not disclosed (MAQUINA DO ESPORTE, 3/18).