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Volume 6 No. 212

Marketing and Sponsorship

Nike will pay Man City $18.2M annually, as reported in July, "for the next six years and the club will wear the new kit in both games" against Chelsea this week during exhibitions in St. Louis and N.Y. as "part of the two-game brand-building trans-Atlantic trip," according to Mark Ogden of the London TELEGRAPH. Man City's commercial earnings "will be boosted by the unveiling of the new Nike kit" after the company renegotiated Man City's previous deal with Umbro -- now owned by Nike. Although the size of the deal "falls short" of the deals signed by fellow EPL clubs Liverpool (Warrior) and Arsenal (Puma) over the past 12 months, Man City has "doubled" its kit income following the deal with Nike. Club officials believe that "being part of the Nike empire will enable Man City to grow its presence globally alongside the companies more established brands" such as ManU, Barcelona and the Brazilian national team (TELEGRAPH, 5/21).

Market research MillwardBrown's BrandZ study found BT’s London 2012 sponsorship "has helped lift the brand to one of the top 10 most valuable in the U.K. with fellow sponsor Visa also benefiting from halo-effect of the Games to become one of the world’s most valuable brands," according to Sebastian Joseph of MARKETING WEEK. The No. 1 spot in the global rankings "was held by Apple for the second year running" with a brand value of $185.1B. Its value grew by only 1% in '12 however, "reflecting a difficult year where it lost market share to rival Samsung," which saw brand value increased by 51% to move it up 25 places to 30 this year. Overall, the value of the top 100 rose by 58% to $2.6T in '13 ranking (MARKETING WEEK, 5/21).

The Top 10 Most Valuable Global Brands 2013
Brand Value
Rank 2012
1 Apple
2 Google
4 McDonald's
5 Coca-Cola
6 AT&T
7 Microsoft
8 Marlboro
9 Visa
10 China Mobile

The Top 10 Most Valuable U.K. Brands 2013
Brand Value
Rank 2012
1 Vodafone
3 Shell
4 Tesco
5 BP
6 Standard Chartered
7 BT
8 Barclays
9 O2
10 Dove

Bundesliga club and Champions League finalist Borussia Dortmund "has sold more jerseys than ever before in a single season," according to the HANDELSBLATT. A record number of 300,000 fans "have bought a current yellow and black colored jersey of the team." The club's previous record for single season jersey sales was 230,000. The sales number for the jerseys that cost between €40-€80 ($52-$103) "is not only great news for the club but also a reason to celebrate for kit supplier Puma." Puma Germany Managing Dir Matthias Bäumer said, "I didn't expect that the black and yellow (the team's colors) train would leave the station so fast for Puma" (HANDELSBLATT, 5/20).

Nike's first ever England shirt has been accused of looking so much like that of their main rivals that German newspapers have declared: "The English have copied our kit," according to Ben Bloom of the London TELEGRAPH. The new kit "is the first" to be made by Nike. The plain white shirt with a dark ring around the neck "has prompted many people to remark that it looks exactly like the top that West Germany used to wear in 1966, when England beat their old enemy in the World Cup final." It isn't just the Germans who Nike "have been accused of copying though." Former Nottingham Forest and Liverpool forward Stan Collymore thinks that "England have a legitimate claim to the design, finding inspiration in an old England Schoolboys kit" (TELEGRAPH, 5/21). In London, David Kent wrote German newspaper Bild mocked the "desperate attempt" to bring a trophy back to England. The paper asked, "Who doesn't see the same shirt as Beckenbauer & Co.?" (London DAILY MAIL, 5/21).

BLAST FROM THE PAST: Also in London, Jonathan Liew opined, "Yes, it looks a little bit like the German kit from the 1966 World Cup Final." This in itself "should not be so surprising." When Nike came to designing the England shirt "they were unable to adorn it with gold leaf, or trammel it with kinky lace detail up and down the flanks, or stud the collar with glittering sequins." Above all, "they were constrained by colour." But none of this should detract from the real issue, "which is that there really is no issue at all." It is "just a shirt, for heaven's sake" (TELEGRAPH, 5/21).

Fans of Basketball Bundesliga (BBL) club Bayern Munich have been able to order beverages at the Audi Dome via smartphone app "opentabs" since May 12 (Bayern Munich Basketball). ... Worcestershire County Cricket Club has announced the Royal Air Force as an official club partner. Graeme Cessford has joined the RAF's elite athlete program. The RAF logo will appear on the collar of all Worcestershire kits and Cessford's bat through the '13 season (Worcestershire CCC). ... The Bangladeshi Football Federation has agreed to a sponsorship deal with Pizza Hut, which will finance the Group B AFC Women's Asian Cup qualifying matches in Bangladesh this week (BFF). ... The home and away kits that Barcelona will wear next season "have been unveiled, revealing a take on tradition." Barcelona "will maintain blue and red colouring for the home jersey, as well as switching back for next season to a regular and more traditional striped pattern, with a yellow V-shaped collar marked out." The away style adopts the colors of the Spanish flag (FOOTBALL ESPAÑA, 5/21). ... Europcar South Africa has joined the South African Rugby Union as its official car rental supplier (SARU). ... The FA reached an agreement with Continental Tires to become an official supporting partner of St. George's Park. The four-year deal will see Continental join Nike, BT and Hilton as another partner of the National Football Centre (FA). ... Kent County Cricket Club has signed a 10-year sponsorship deal with Faversham brewers Shepherd Neame, believed to be worth more than £1M ($1.5M). The pairing will continue to work together after many years in partnership but now with Kent's home ground at St. Lawrence being renamed The Spitfire Ground. Kent's team is nicknamed The Spitfires (KCCC).