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Volume 10 No. 25

Marketing and Sponsorship

Ligue 1 champions Paris St. Germain and Dubai airlines Emirates "extended their shirt sponsorship deal by another five years on Friday," according to Julien Pretot of REUTERS. Neither PSG President Nasser al-Khelaifi nor Emirates Exec VP Thierry Antinori "were prepared to reveal the official value of the agreement." However, Antinori said the amount was "a three-digit figure, so between 100 million and 999 million euros" over five years as Emirates will be the only sponsor to appear on the PSG shirt next season (REUTERS, 5/17). French newspaper Le Parisien reported in February that the deal will be worth €25M ($34M) annually (SBD Global). ARABIAN BUSINESS's Andy Sambidge reported as a result of the partnership, Emirates "will continue to enjoy branding in Parc des Princes stadium" as well as the "Fly Emirates logo on the team shirt and access to the stadium's premier hospitality facilities" (ARABIAN BUSINESS, 5/18).

Man City is seeking to replace Etihad Airways as its shirt sponsor, "but the search is being hampered" by the chaos surrounding former Manager Roberto Mancini's sacking and uncertainty over the club's future, according to Nick Harris of the London DAILY MAIL. According to a source, Man City COO Tom Glick "is using a group of external consultants and agencies to find sponsors." Initial feedback is that Man City is "not the easy sell that was perhaps imagined." The source, who has knowledge of Man City's commercial affairs, said, "Developments over the past four or five weeks haven't been helpful." Industry sources said that Man City's hierarchy "decided months ago to find a major sponsor to replace Etihad on City's shirts," although Etihad will remain a major club sponsor. Glick is using outside agencies working under contracts issued by City Sports Marketing Ltd., "a subsidiary of Manchester City registered at Companies House in January." It is understood one potential shirt sponsor, an int'l financial services firm with its headquarters in the U.S., was considering a five-year, £25M- ($38M)-a-year deal, but has dropped out of negotiations "because of uncertainties about where City are going, medium-term" (DAILY MAIL, 5/18).

UEFA has signed a sponsorship agreement with SOCAR (State Oil Company of Azerbaijan Republic) as official sponsor of UEFA's national team competitions, including the UEFA European Football Championship. As part of this partnership, SOCAR will already be included in the commercial program for this summer's UEFA European U21 Championship and UEFA Women's Euro 2013 final tournaments. SOCAR becomes an official sponsor of the 2016 UEFA Euro final tournament, and acquires rights in connection with the European qualifiers. The Azeri company becomes the seventh global partner for the 2016 UEFA European Football Championship, following on from the agreements with Coca-Cola, adidas, McDonald's, Hyundai/Kia, Continental and Carlsberg (UEFA).

Premier League club FC Fulham signed a "long-term" agreement to have adidas AG (ADS) supply the club's uniforms and apparel. The west London team did not "disclose details of the deal in a statement" (BLOOMBERG, 5/17). ... Bundesliga club Hamburg SV has extended its exclusive partnership with Holsten brewery for another three years. Holsten will continue to have the exclusive distribution rights for the Imtech Arena as well as logo presence on media back boards (HSV). ... Second Bundesliga club VfL Bochum has extended its partnership with private brewery Moritz Fiege until '16. The club and the brewery have been partners since '01 (VfL Bochum). ... One of the sponsors of the annual Al Shabab Basketball Championship "has backed the likely presence of an Indian team at the event next year." Cars Vehicle Testing Centre Senior General Manager Saleem Ansari said, "We are proud to be sponsoring a sports event other than cricket for the first time in the history of our company. Considering the huge presence of Indians here, I don't see any reason why we should not be sponsoring a basketball team from India here next year" (GULF NEWS, 5/19). ... The government of Kerala, India on Friday "decided to drop the state lotteries' advertisement" featuring cricketer S. Sreesanth in the wake of his arrest for alleged spot-fixing (IANS, 5/17). ... England int'l rugby player Ugo Monye will become the face of Molton Brown's new Sport grooming collection for men. The Harlequins player stars in a head-turning photo shoot to celebrate the new collection which will appear in Molton Brown stores and online from mid-May, marking the first time London's bath, body and beauty connoisseurs have appointed a body for the brand (Molton Brown). ... The Australian Rugby Union has taken on DHL as the naming-rights partner for the British & Lions Tour to Australia, which kicks off on June 5 at Patersons Stadium in Perth (Australian Rugby Union).