Group Created with Sketch.
Volume 10 No. 25

Marketing and Sponsorship

Adidas and the BBC "are expected to join the National Lottery and Sainsbury's as new partners of British Athletics, as the governing body ramps up its commercial offering," according to John Reynolds of MARKETING MAGAZINE. British Athletics "unveiled the National Lottery as an event partner for the Anniversary Games, which is set to feature Usain Bolt and other top global athletes competing at the Olympic Stadium this summer." The National Lottery "has been an existing partner of British Athletics for some time," but the deal announced Tuesday is a commercial enterprise in its own right, running up until '17. The next two commercial deals announced by British Athletics "will feature the BBC and adidas renewing their respective deals as broadcaster and kit supplier." Both commercial renewals "are likely to run for between four and five years and will be announced in the coming months" (MARKETING MAGZINE, 4/16).

The French Open has signed a five-year agreement with Emirates airlines beginning with this year's tournament. Emirates Airline President Tim Clark and French Federation of Tennis President Jean Gachassin announced the deal at a press conference Wednesday at Roland Garros Stadium in Paris. Under the deal, Emirates will have significant branding on Centre Court Philippe-Charrier and panels on the competition courts. Emirates will also have a private lounge for guests, boxes along the court and a welcome area for the general public in the Fan Zone area. This is Emirates' third tennis sponsorship in Europe along with the Italian Open and Barcelona Open (Emirates).

Coca-Cola has become the first company to officially sponsor Spain's Olympic Sports Association (ADO) for the 2016 Rio de Janeiro Games, according to José Félix Díaz of EL CONFIDENCIAL. The soft drink company will provide the organization with €800,000 ($1M) during the Olympic period. The latest agreement continues a relationship between Coca-Cola and ADO that dates back to the 1992 Barcelona Olympics (EL CONFIDENCIAL, 4/17). 

The Nigerian Professional Football League "has announced a major sponsorship deal signed by five clubs and Guinness Nigeria." The clubs, Sunshine Stars of Akure, Dolphins of Port Harcourt, Lobi Stars of Markudi, Heartland of Owerri and Enugu Rangers "now have shirt branding contracts with one of Guinness Nigeria’s brand, Harp Premium Lager." The financial details of the contract "were not revealed" (VENTURES AFRICA, 4/17). ... Bundesliga Basketball (BBL) club Eisbären Bremerhaven has extended its premium sponsorship with real estate company GEWOBA for another two years until the end of '14-15 (Eisbären Bremerhaven). ... Vizcaya State Council will sponsor Spanish basketball club Uxue Bilbao to help "avoid the club's disappearance" and maintain its presence in the Endesa League. After several meetings, the Vizcaya Council agreed to help the club "save its delicate" economic situation (LIBERTAD DIGITAL, 4/17). ... F1 tire supplier Pirelli "aims to extend its contract after a three-year deal ends this season." Its F1 tires "have proved controversial this season, attracting criticism from the Red Bull team." Pirelli Motorsport Dir Paul Hembery said, "We are in the process of negotiations with the FIA. We have the intention of remaining in F1" (SHANGHAI DAILY, 4/17). ... Vehicle dealer Asco Motors has signed a sponsorship deal with the Fiji National Rugby League (FBC, 4/17).