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Volume 6 No. 215

Marketing and Sponsorship

The British Olympic Association "announced car manufacturer Nissan as its first major sponsor since the London 2012 Games," according to Martyn Ziegler of the PA. Nissan, which employs 7,000 people in the U.K., "becomes a tier one sponsor for the BOA and also a sponsor for the British Paralympics Association in the run-up to the Rio 2016 Games." The BOA is aiming to raise £42M ($64M) over four years, "a similar sum to the four years before London 2012." Nissan will also provide vehicles to the BOA and BPA, enabling the organizations to "deliver world-class logistical support to Britain's Olympic and Paralympic athletes" (PA, 4/25). MARKETING MAGAZINE's Alex Brownsell wrote Nissan "promised to also apply its performance credentials and expertise in innovative technology to help enhance the squads' training regimes and overall performance" (MARKETING MAGAZINE, 4/25).

German insurance company Allianz "is poised to enhance its portfolio of stadium naming rights contracts" after agreeing to a deal with the new home of  Brasileiro club Palmeiras, according to SOCCEREX. The deal "has been brokered by the Sao Paulo venue’s developer WTorre and is set to be officially announced on Monday." Financial details behind the contract "have not been confirmed, but Brazilian media on Wednesday reported that a 20-year deal has been agreed," which will be worth R$300M ($148.9M). The Arena Palestra Itália "is set to become Allianz’s fifth global naming rights partner" (SOCCEREX, 4/25).

PARALYMPICS DEAL: Allianz and the Int'l Paralympic Committee signed an agreement, which extends the Paralympic commitment of Allianz as an int'l partner. Allianz has been a partner of the IPC since '06 and the first int'l partner of the IPC since '11. The current four-year agreement spans a full Paralympic Games cycle, including Allianz's support of the National Paralympic Committees on their way to the 2014 Sochi Winter Games and the 2016 Rio de Janeiro Summer Games (IPC).

ManU has signed a new sponsorship agreement with Japanese social gaming company gloops. The two-year regional sponsorship will see gloops become the club's first offical social gaming partner, allowing it the right to create and distribute a statistical based battle card social game in Japan (ManU). ... The German Volleyball Federation (DVV) has extended its partnership with German credit bank DKB. The company's logo will be on the sleeves of both men's and women's national teams in '13. In addition, DKB will become the national co-partner for the Women's European Volleyball Championship, which will be co-hosted by Germany and Switzerland from Sept. 6-14 (DVV). ... Nike SB is going to replace DC Shoes as the sponsor of the Street League of Skateboarding and of the SLS World Tour for the next few years. The competition, which involves the 20 best skateboarding professionals, will be renamed the SLS Nike SB World Tour (ISPO).