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Volume 6 No. 212

Marketing and Sponsorship

British telecom company Lebara Mobile "has signed a sponsorship deal" with Bundesliga club and Champions League finalist Borussia Dortmund that "will see its branding displayed" at the club's home ground, according to Paul Withers of MOBILE NEWS. The agreement, which goes into effect in July, is Lebara's first sponsorship of an int'l football team. Lebara said that "as a central hub linking Western and Eastern Europe, Germany is an important destination for migrant communities." The company added that it selected Borussia Dortmund because 60% of the team’s followers "come from outside of Germany." It hopes that this "will help it increase engagement levels with existing customers, as well as attract new customers both within Germany and further afield" (MOBILE NEWS, 5/22). TELECOM HANDEL's Boris Boden reported the one-year deal between Dortmund and Lebara for the '13-14 season "was brokered by marketing company SPORTFIVE" (TELECOM HANDEL, 5/21).

Second Bundesliga club 1860 Munich will be able to provide proof of liquidity to obtain the German Football League (DFL) license for next season. The club was able to close its financial gap after it signed a new cooperation contract with sports marketing company Infront Sport & Media. The club will be able to use Infront's global network and marketing know-how. The new contract included a signing fee that helps the club to obtain the DFL license (1860 Munich).

The UEFA Champions League has long been an "effective platform for marketing to the masses through TV," according to Joseph & Shields of MARKETING WEEK. For this year’s final between German rivals Bayern Munich and Borussia Dortmund, the likes of adidas, Heineken and Jaguar "are looking beyond traditional media to real-time marketing and co-creation to maximise the competition’s growing global reach." The global audience for Saturday’s final "is expected to top 220 million, outstripping the Super Bowl, making it a huge draw for brands." Several brands will pay ITV up to £250,000 ($376,000) for a Champions League final ad slot, a 65% increase on the average price, with the broadcaster expecting to gain around £8M ($12M) in revenues from its coverage. Media and sponsorship experts predict social media "will play a major component in non-sponsors marketing activity around the match." Adidas "will assemble a team of marketers, artists and agency members to create campaigns in response to events during Saturday’s match at Wembley." Heineken has "taken the Champions League Trophy on a global tour with fans able to share picture and videos of themselves around each location." The brewer "is using the content in its 'Road to the Final' online campaign." Jaguar "is partnering with mobile app Shazam to allow customers to explore its latest F-Type sports car and win the chance to test drive it" (MARKETING WEEK, 5/21).

The Int'l Cricket Council has named sports information provider Opta as its official data provider for the next two years. Opta will receive exclusive access to the stadia for all major ICC events as well as the exclusive distribution rights for live data. Opta will also supply live detailed ball-by-ball data, squad statistics and scorecards to all ICC media platforms, ICC official partners, third parties and global media (ICC).

Oakley has been announced as the official eyewear supplier for the 2013 BMW PGA Championship. The brand will have a presence at the European Tour's flagship event at Wentworth Club in Surrey, England, beginning Thursday. Their lab will offer spectators an insight into the science and technology behind the eyewear (European Tour). ... An Oreo cookie ad celebrates Sheffield, England's colorful heritage by "including the respective red-and-white and blue-and-white colours of local football teams Sheffield United and Sheffield Wednesday" (MARKETING MAGAZINE, 5/21). ... Ballantine's whisky has renewed its sponsorship of the Scottish Open for two years (European Tour). ... Brasil Foods has signed deals with two of its brands for the 2016 Rio de Janeiro Olympics. Sadia has become a second-tier supporter in the package food category and Batavo is in a similar level under the dairy products list (Brasil Foods). ... The Australian arm of Korean carmaker Hyundai "has expanded its partnership with the Football Federation of Australia" to become the organization’s official grassroots partner (TRIBAL FOOTBALL, 5/22). ... The Rugby Football Union named Guiness as the official beer of England Rugby (England Rugby). ... A statue of Christopher Columbus located in a crowded part of Barcelona was presented Wednesday wearing the new home jersey of FC Barcelona (EL PAIS, 5/22). ... Real Madrid has selected the colors for the club's '13-14 season. The primary shirt is white with orange trim around the neck and down the sides. The team's second outfit features a blue shirt similar to those worn by Chelsea, and the third alternate is orange (MUNDO DEPORTIVO, 5/22).