Group Created with Sketch.
Volume 6 No. 212

Marketing and Sponsorship

League Championship club Wolverhampton Wanderers announced online property search company What House? "as their new main club sponsor" in a deal worth a potential £1M ($1.5M), according to the Wolverhampton EXPRESS & STAR. The club "has signed a lucrative two-year deal" with What House? in a move that "could bring in a seven-figure sum based on performance-related elements." What House? has sponsored the back of Wolves shirts this season, but "will take over the main sponsorship from from the start of June." The What House? brand -- -- "will appear on the new home and away first-team shirts, all training kit and, for the first time, junior strips." The company "will change its traditional red branding to black on the team’s home kit to complement the club’s iconic gold and black colours" (EXPRESS & STAR, 4/10).

EPL Sales & Marketing Dir Richard Masters said that the league is "seeking a new sponsor for its match officials' uniforms starting in the 2013-2014 campaign after its deal with Expedia Inc. expires this summer," according to Ravi Ubha of the WALL STREET JOURNAL. Masters added, "It's a different sort of sponsorship within football, and I think it represents value given the breadth of coverage." The annual cost of sponsoring the officials is "believed to be" just over $1.5M. Masters "wouldn't say how many potential sponsors" the EPL is currently talking to. FIFA "gave the green light to sponsor advertising for referees in domestic leagues in 2001, but it remains forbidden in FIFA competitions such as the World Cup." FIFA also has "strict guidelines on where branding can be placed -- only on shirt sleeves, as opposed to the chest region that many clubs sell to their primary sponsors -- and what kind of brands are permitted." Expedia Senior Marketing Dir for Europe, Middle East & Africa Andrew Warner said that the company's partnership with the EPL referees was "primarily a matter of latching onto the Premier League's broad exposure in Asian markets" (WALL STREET JOURNAL, 4/10).

Australian swimwear company Speedo has signed French swimmer Florent Manaudou to a four-year brand ambassador deal. The 22-year-old will showcase the company's gear at the 15th FINA World Championships in Barcelona from July 19 - Aug. 4 (L'EXPRESS, 10/4). ... The British Olympic Association has appointed IMG Licensing as its Official Licensing Partner, to help create official Team GB products and apparel. IMG will work with the BOA to create a licensing program that offers a full range of officially-licensed Team GB products and apparel (BOA). ...  The Asian Football Development Project has entered into a one-year partnership with PepsiCo. Under the theme ‘Kick for Hope,’ the partnership will cover over 40 countries "with a special focus on the Middle East and India" (SOCCEREX, 4/10). ... Adidas has signed Indian Premier League Delhi Daredevils skipper Mahela Jayawardene "to endorse their apparel." The Sri Lankan cricketer will be part of adidas’ latest digital and retail campaign for the IPL for their ‘ClimaCool+’ line of apparel (FIRST POST, 4/10). ... Ad agency Dentsu announced that its overseas subsidiary Dentsu Sports Asia "has been appointed by the government of the Republic of the Union of Myanmar as its sponsorship management consultant for the 27th Southeast Asian Games." The event will be held in Naypyidaw, Yangon and Mandalay from Dec. 11–22 (BUSINESS WIRE, 4/10). ... Rugby Ventures has announced a partnership with the Rugby Football Union that includes the Rugby Expo 2013, a two-day conference and exhibition for the int'l rugby community (RFU). ... Crédit Agricole Normandie has become the Official Banking and Insurance Partner of the Alltech FEI World Equestrian Games 2014 in Normandy (Crédit Agricole Normandie). ... Indochina’s entertainment and gaming industry leaders NagaWorld will renew its Davis Cup partnership with the Cambodian national tennis team heading to Myanmar at the end of this month for its Asia Oceania Group III campaign (PHNOM PENH POST, 4/9).