Coca-Cola Great Britain has "extended its partnership" with national sports charity Street Games for three years and is "launching a rejuvenated campaign to strengthen its legacy commitment to improving youth participation with sport" beyond London Games, according to Lara O'Reilly of MARKETING WEEK. The campaign is dubbed Legacy 365 and will see Coca-Cola GB commit further financial and marketing investment to Street Games until '15 as the two organizations "look to make youth participation in sport a year-round activity rather than just a series of one-off events." The renewed activity was launched following the release of a two-year research study -- "Building a Participation Legacy" -- conducted by Brunel University and the Coca-Cola Foundation. The research found that affordable access to sport "was the vital key to delivering a genuine legacy of increased participation" from the London Olympics and Paralympics. Coca-Cola GB will now help Street Games launch four mass-participation multi-sport festivals for young people in the U.K., support an annual coaching conference and offer young people that make positive differences to their communities "exclusive access to assets from its biggest brand sponsorships" such as the World Cup and Football League. To boost awareness of the Legacy 365 initiative, Coca-Cola GB has signed up Team GB Olympic Bronze Medalist boxer Anthony Ogogo as "legacy ambassador" (MARKETING WEEK, 3/25).
Marketing and Sponsorship
Bundesliga club Eintracht Frankfurt confirmed that it "has signed a three-year title sponsorship deal with Italy-based car manufacturer Fiat." The new deal is reportedly worth €18M ($23.2M). Starting with the '13-14 season, the team's jersey "will feature the logo of the Alfa Romeo brand," which is owned by Fiat (SID, 3/25). ... Germany-based lifestyle brand Thomas Sabo, a longtime sponsor of Mercedes-Benz in the German Touring Car Championship (DTM), has extended its sponsorship deal for the '13 DTM season. Thomas Sabo will be the official car sponsor of the Thomas Sabo Mercedes AMG C Coupe, which will be driven by Spaniard Roberto Merhi (Mercedes-Benz). ... Yes Bank has entered into a contract with the Indian Premier League as an official partner and on-ground sponsor for five years starting from the upcoming season that starts on April 3. Citi was the on-ground sponsor of IPL until season five, but it did not come up to renew the contract this time (ECONOMIC TIMES, 3/25). ... McDonald’s has signed on as the official junior partner of the Australian Football League Brisbane Lions. The three-year deal sees McDonald’s become the official partner of club junior activity -- including the naming rights to Bernie’s Gabba Gang, junior clinics, junior membership programs, as well as the match-day junior mascot (Lions). ... Sporting goods manufacturer D6 Sports and surf brand Hang Ten announced a multi-year licensing agreement. The partnerhsip calls for D6 Sports to develop an array of merchandising including beach cruisers, stand up paddleboards, skateboards, surfboards and various beach accessories such as beach chairs, umbrellas and sunshades (D6 Sports). ... Maverik/Cascade Lacrosse announced its partnership with the Australian Men’s National Lacrosse Team for the 2014 World Championship in Denver. Australia will be receiving custom designed Maverik equipment while Cascade will be outfitting the team with custom helmets (Maverik).