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Volume 6 No. 216

Marketing and Sponsorship

The Football League has "suffered a huge setback" after potential new title sponsors -- U.K. do-it-yourself and garden retailer B&Q -- "suddenly pulled out of negotiations," according to Charles Sale of the London DAILY MAIL. B&Q "had been expected to sign a three-year contract" worth £21M ($32M) to replace nPower as the backers of all three Football League divisions beginning next season. However, talks "broke down" on Monday with the Football League unaware why B&Q, which had previously "shown huge enthusiasm for the sponsorship," had changed its mind "at the last minute." B&Q's exit leaves the Football League commercial department "having to go back to the companies who had shown interest before attention was turned to B&Q." One of those companies "is restaurant chain Domino's Pizza" (DAILY MAIL, 4/23).

Euroleague Basketball and adidas announced a new partnership for the 2013 Turkish Airlines Euroleague Final Four in London from May 10-12. As a Final Four partner, adidas will have in-arena presence at The O2, media rights during Euroleague broadcasts that air in more than 190 countries and exclusive rights to produce official event apparel. Adidas and Euroleague will also host several local fan activations including a 3-on-3 fan tournament played at the Turkish Airlines Euroleague Fan Zone at London's Trafalgar Square (Euroleague Basketball).

League Championship side Leeds United announced that U.K. home heating provider Help-Link will be the club's secondary shirt sponsor beginning next season. Under the deal, Help-Link's logo will appear on the back of all first team playing and replica kits beginning in the '13-14 season. Help-Link will also receive high-profile TV branding at the stadium, advertising throughout matchday media and on the club's digital platform (Leeds).

The Yeangder Group has agreed to a three-year sponsorship extension with the Yeangder Tournament Players Championship on the Asian Tour (Asian Tour). ... Intersport France and French hiking federation FFRandonnée have signed a five-year partnership at Destinations Nature, an annual consumer-oriented outdoor exhibition in Paris (SGI EUROPE, 4/23). ... Bundesliga club VfL Wolfsburg will play its Bundesliga game against Borussia Mönchengladbach on Saturday under the slogan "Gemeinsam bewegen" ("Move together"). As part of its corporate social responsibility, the club asks its fans to ride their bikes to the game. The VfL Wolfsburgs wants, together with the city, to reduce carbon dioxide emmissions by 25% at the end of the '17-18 season (VfL Wolfburg).