Group Created with Sketch.
Volume 6 No. 212

Marketing and Sponsorship

The Australian Olympic Committee announced an extension of its partnership with airline Qantas, which has renewed its association with the AOC until '16. Under the agreement, Qantas will provide airline travel for the Australian Olympic Teams competing at the 2014 Sochi Winter Games and the 2016 Rio de Janeiro Games. Qantas will also be the official airline of the Australian Youth Olympic Team as it competes at the Nanjing Youth Olympic Games in '14 and the Lillehammer Youth Olympic Winter Games in '16. Qantas has a history with the Australian Olympic Team that dates back to the 1952 Helsinki Game (AOC).

Liberty Insurance "is set to become the newest sponsor of the All-Ireland hurling championship after Guinness ended its 18-year association," according to Cliona Foley of the IRISH INDEPENDENT. The deal is "believed to be worth" about €2M ($2.6M) over three years. The Gaelic Athletic Association and Guinness "appear to have pre-empted expected changes in alcohol sponsorship of sporting events by calling time on their hurling deal" -- which proved to be "a hugely successful partnership for both parties." The timing of this mid-season move "occurs while the Government is debating alcohol sponsorship of sporting events, with the prospect of a ban becoming more likely." Industry sources said that Guinness' unbroken involvement, since '95, "was an exceptionally long sports sponsorship that had probably run its natural course anyway." The company invested heavily "in some dazzling advertisement campaigns that created iconic images and memorable catch-phrases such as 'Not Men but Giants'" (IRISH INDEPENDENT, 5/4).

ALL IN: The IRISH TIMES reported Guinness will remain a "partner" of the GAA. Liberty Insurance "took over the existing business remaining from the sale of Quinn Insurance," and has "invested heavily" in marketing and advertising in the Irish market, including sponsoring Ireland's The Late Late Show. Liberty was "mentioned as a possible sponsor of Cork GAA before the Rebels agreed a deal with Chill Insurance" (IRISH TIMES, 5/4).

Pepsi has started a campaign in Argentina “in which it makes a word game” in favor of former Barcelona and newly hired Bayern Munich coach Pep Guardiola and against Real Madrid coach José Mourinho. With the motto, “Mou no, Pep si (Mourinho no, Guardiola yes),” reference is made to “Guardiola, not Mourinho, being called to conferences in Argentina, or to Guardiola, not Mourinho, revolutionizing football.” Although the campaign “is achieving its objective, to make noise,” many have opposed it, including in social networks, “where many have threatened to drink the beverage of Pepsi’s competitors” (LIBERTAD DIGITAL, 5/5). ... Indonesian bank CIMB Niaga has signed a three-year extension to its Indonesian Masters sponsorship. The deal ensures that the full field Asian Tour event continues to be staged on the region's premier Tour through '16 (Asian Tour).