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Volume 6 No. 213

Marketing and Sponsorship

BP is "set to sign a major sponsorship deal" which will run across the British Olympic Association, British Paralympic Association and the Glasgow 2014 Commonwealth Games, according to John Reynolds of MARKETING MAGAZINE. The deal is "set to be announced in the coming weeks." It follows BP’s sponsorship of the London 2012 Olympics, which was "widely seen as a success for the company." A source said, "BP did really well out of London 2012 and is keen to green itself up by aligning itself with sponsorships." The deal is "likely to run up to and beyond" the 2016 Rio Olympics. The signing up of BP "would mark a coup for the organisers of the Glasgow 2014 Commonwealth Games," which has been forced to adopt a "sales-led" strategy to attract sponsors amid tough sponsorship market conditions (MARKETING MAGAZINE, 4/30).

Foxtel's support for netball "is to stretch from the elite to grassroots after it committed itself to coaching clinics as well as funding for clubs," according to Warren Partland of THE ADVERTISER. Already heavily involved in the sport as the broadcaster of the ANZ Championship and Diamonds' matches on Fox Sports, Foxtel "has lifted its backing after announcing ambitious plans" Wednesday. The Foxtel All-Star program "will offer 500 youngsters the opportunity to attend one-day coaching clinics in Sydney, Melbourne, Brisbane, Perth and Adelaide." The clinics "will be free for youngsters." The Diamonds for Dreams initiative was also launched Wednesday and Foxtel "will contribute funds to support netball clubs through Netball Australia's One Netball program" (THE ADVERTISER, 5/2).

EPL side Arsenal has announced a partnership with Imperial Bank to issue co-branded debit cards throughout Kenya and Uganda. The three-year partnership is the first major int'l financial agreement for Arsenal. The partnership will allow Arsenal Soccer School coaches visiting Kenya and Uganda to run coaching clinics on behalf of Imperial Bank (Arsenal). ... National Rugby League's Cronulla Sharks have agreed to a short sponsorship deal with Australia mining and construction manufacturer Salmon Buckets and Attachments for the '13 season (Sharks). ... League One's Leyton Orient, Swindon Town and League Two Wycombe have signed a Win A Pro contract deal with Samsung Electronics UK (NEWHAM RECORDER, 5/1). ...  Ascot Racecourse and BMW UK announced that BMW has been designated the official car of Ascot for '13. This is "the first time that the racecourse has partnered with an automotive manufacturer." A fleet of 18 vehicles "will be provided" by BMW (SPORTING LIFE, 5/1). ... Rolex created a €1M ($1.3M) rider bonus for the winner of a new Grand Slam of Show Jumping of three competitions -- Aachen, Germany, Geneva and Spruce Meadows, Canada. Aachen announced simultaneously that it was increasing prize money for its Rolex Grand Prix to €1M (Rolex).