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Volume 6 No. 213

Marketing and Sponsorship

German insurance company Allianz will allow fans of Brasileiro club Palmeiras to "decide the name" of the club's new stadium, according to SOCCEREX. Allianz formalized a 20-year naming rights deal for the stadium on Monday, reportedly worth R$300M ($148.9M). Allianz has "the option of extending its association with the stadium by a further 10 years." The new 43,000-seat stadium is being developed on the site of its former home, the Estádio Palestra Itália, "which served as the club’s home ground from 1920 to 2010." Development is said to be at 63% completion, "with inauguration set for November." The Allianz deal is "set to represent the second naming-rights partnership for Brazil’s new wave of football stadia" after Salvador’s Arena Fonte Nova this month signed a 10-year deal with beer brand Itaipava. The São Paulo stadium becomes Allianz’s fifth global naming-rights partner (SOCCEREX, 4/30).

FACEBOOK VOTE: SAMBAFOOT's Paulo Freitas reported the new name "will be chosen by Palmeiras fans via a Facebook vote." The three options are: Allianz 360º, Allianz Parque and Allianz Center. The voting process will end on May 20. Palmeiras was "not allowed to make any suggestions" (SAMBAFOOT, 4/30).

Octagon has launched the Octagon Sports Panel, a database of sports fans selected to represent the views of fans from different demographic and geographic backgrounds. The sports panel will enable Octagon clients to have the ability to instantly gauge the views or reactions of fans to industry events or issues and will enable clients to create up-to-the-minute marketing communications. The panel recently sought the opinion of sports fans about the identity of the new Football League sponsor. The results showed that the fans believe the retail and telecom sectors have the most natural alignment with the values of the Football League. A selection of high-profile brands were specifically called out as potential sponsors -- ranging from Morrisons, Sainsbury's and Tesco, through to Vodafone and EE (Octagon).

Aseman Airlines "signed a two-year travelling sponsorship agreement with the Iranian football team on Monday." The football team "will travel with the airlines to Doha and Seoul in the upcoming World Cup qualifiers" (TEHRAN TIMES, 4/29). ... Target Chip Ganassi Racing and Lexar announced a continuation of their partnership that will see a primary paint scheme for the second-straight season on the No. 10 Honda of four-time IndyCar Champion and three-time Indianapolis 500 winner Dario Franchitti. The No. 10 Lexar Honda will debut this weekend in the Itaipava São Paulo Indy 300 on the streets of São Paulo on Sunday (Lexar).