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Volume 10 No. 24

Marketing and Sponsorship

Cricket Australia Thursday announced that Carlton & United Breweries has renewed its relationship with cricket in a five-year deal sources say is worth $65M. The brewing company will become the naming rights sponsor of One-Day-International cricket Australia through its Carlton Mid brand. The deal also covers the industry-leading responsible consumption of alcohol campaign, "Know When to Declare," which CA and CUB are jointly promoting. CA CEO James Sutherland said, "Their return to local ODI cricket could also not come at a more exciting time, with five blockbuster matches against England scheduled for the summer" (SBD Global). 

CRICKET'S 'NEW LOOK': CA is expecting record attendances this summer for a new-look season of 33 scheduled int'l playing days announced Thursday. The program includes five Commonwealth Bank Ashes Tests, which will attract large numbers of U.K. visitors, and is expected to boost Australia's tourism economy by more than $300M based on previous Ashes' experience. CA also announced dates and venues for this summer's KFC T20 Internationals. Tickets for the '13-14 int'l matches will go on sale July 1 (Cricket Australia).

After four straight years at No. 1, Roger Federer "has been Fed-exed to No. 2 thanks to David Beckham," according to Daniel Roberts of SPORTS ILLUSTRATED. Beckham "has ducats pouring in from endorsements (certainly not from his paltry salary) new and old." And one smart move about his five-month stint with Paris St. Germain, which ends at the end of May (though he could extend): it "was carefully arranged so that he’ll avoid the crazy new 75 percent tax on millionaires that has French football clubs up in arms." Barcelona player Lionel Messi "has significantly higher pay than Beckham, but can’t yet compete in sponsorships." Other big names in football "are still raking in the pay from their football clubs:" perennial list-makers Cristiano Ronaldo, Samuel Eto’o, Didier Drogba, Yaya Toure, Kaka and Zlatan Ibrahimovic are all here. Tennis "makes a great showing this year: with the most on-court winnings of any player, Novak Djokovic ekes on to the list." Maria Sharapova and Li Na "are here, thanks to sponsorships, and Caroline Wozniacki was very close" (SI, 5/20 issue).


1 David Beckham
2 Roger Federer
3 Fernando Alonso
4 Cristiano Ronaldo
5 Lionel Messi
6 Manny Pacquiao
7 Rory McIlroy
Northern Ireland
8 Samuel Eto'o
9 Maria Sharapova
10 Rafael Nadal
11 Lewis Hamiltion
12 Sergio Aguero
13 Wayne Rooney
14 Novak Djokovic
15 Michael Schumacher
F1 (now retired)
16 Yaya Toure
Ivory Coast
17 Li Na
18 Zlatan Ibrahimovic
19 Kaka
20 Didier Drogba
Ivory Coast

Emirates airlines unveiled a new phase of its global "Share a Smile" campaign in partnership with EPL Arsenal Wednesday, according to PAKISTAN TODAY. With the help of Emirates’ multilingual cabin crew, Arsenal players Mikel Arteta, Lukas Podolski, Wojciech Szczęsny and Theo Walcott "share some well-loved football phrases in their own languages whilst showing off their footballing skills in a series of light-hearted videos." Emirates and Arsenal "have a long standing partnership." In November, the airline extended its shirt partnership with Arsenal through the '18-'19 season. As part of the deal, Arsenal’s home "will continue to be known as Emirates Stadium" up to '28. The companies’ relationship "also extends across a number of other areas including a grassroots football project" (PAKISTAN TODAY, 5/15).

Entertainment and gaming sector firm NagaWorld "will sponsor off-the-field apparel for the entire Cambodian contingent" during the forthcoming 27th Southeast Asian Games in Myanmar beginning Dec. 11, according to H.S. Manjunath of the PHNOM PENH POST. The sponsorship this year "will include outfitting the entire Cambodian squad," including the coaches and officials, with attire and competitive wear such as T-shirts, polo shirts, shorts, tracksuits, backpacks and caps. Sportswear brand Football Thailand "has been chosen by both NagaWorld and NOCC as the suppliers of the outfits" (PHNOM PENH POST, 5/16).

The FA has agreed a new four-year extension as lead partner for all 24 England teams with vehicle manufacturer Vauxhall Motors. The current Vauxhall agreement expires in July '14. The new agreement will run until July '18 -- up to and including the FIFA World Cup Finals in Russia. The Luton-based company will become the official Presenting Partner of England content on FATV -- The FA's online broadcast channel. This will see Vauxhall support the development of the channel, and the wider distribution of supporter-oriented video content. Vauxhall will align itself with England supporters, helping The FA to improve interaction with the millions of people who follow the national team. Vauxhall is also the Official Vehicle Supplier to The FA, Wembley Stadium and St. George's Park (The FA).

MasterCard has become the official payment card of the Roland-Garros tennis tournament. MasterCard and the French Tennis Federation agreed to a five-year deal. MasterCard will launch the partnership through the Priceless Paris promotion, which will include exclusive offers and experiences at theatres, museums, restaurants and department stores in Paris (MasterCard). ... Second Bundesliga club VfR Aalen has extended its sponsorship deal with bolt securing systems company Nord-Lock GmbH for another year. The company has been a premium partner of the club since '09 (VfR Aalen). ... League One Portsmouth FC announced as the club's main sponsor (Portsmouth). The Venetian Macao-Resort-Hotel "has confirmed its title sponsorship of the Venetian Macau Open for the second consecutive year" (INDIAN SPORTS NEWS, 5/16). ... FIFA completed its sponsorship lineup for the 2014 World Cup with the finalization of an agreement with Brazilian sports retailer Centauro, FIFA's sixth and final National Supporter for the event (FIFA).