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Volume 6 No. 213

Marketing and Sponsorship

Champions League champions Bayern Munich have overtaken ManU to become the world's most-valuable club brand, according to the results of the latest BrandFinance Football 50 study. The annual study ranks the world's biggest football clubs by their brand value. Bayern's brand value has reached $860M, demoting ManU to second place. Despite ManU's legions of int'l fans and reclamation of the Premier League title, a truncated European campaign and an uncertain future following Manager Alex Ferguson's departure saw the club’s brand value fall 2%. Meanwhile, a loss on Saturday did not take the shine off Borussia Dortmund's season. Manager Jürgen Klopp's team achieved 14% brand value growth to $260M, which sees the club enter the top 10 for the first time at the expense of close rivals Schalke 04. The Bundesliga still has a ways to go before it can mount a real challenge to the global allure of the Premier League. The combined brand value for Bundesliga teams in the BrandFinance Football 50 is $1.9B, a long way behind the $3.1B total for the English teams featured in the study. Spanish, Portuguese and Italian football again see tough economic conditions hamper growth. Real Madrid managed to increase its brand value to $621M. Barcelona saw $8M cut from its brand value. Elsewhere, Turkish and Brazilian brands made great strides thanks to their booming economies and passionate domestic fanbases. Galatasaray AŞ is the highest-ranking Turkish team valued at $116M, while SC Corinthians Paulista ($103M) takes the honor of highest-ranking non-European club (BrandFinance).

Rank 2013 Rank 2012 Club Country Brand Value 2013 (USD m) Brand Value 2012 (USD m) Change (%) Brand Rating
1 2 FC Bayern München Germany 860 786 9% AAA
2 1 Manchester United FC England 837 853 -2% AAA+
3 3 Real Madrid CF Spain 621 600 4% AAA+
4 4 FC Barcelona Spain 572 580 -1% AAA
5 5 Chelsea FC England 418 398 5% AA
6 6 Arsenal FC England 410 388 6% AA+
7 7 Liverpool FC England 361 367 -2% AA
8 8 Manchester City FC England 332 302 10% AA-
9 9 AC Milan Italy 263 292 -10% AAA-
10 11 Borussia Dortmund Germany 260 227 15% AA
11 10 FC Schalke 04 Germany 259 266 -3% AA-
12 12 Tottenham Hotspur FC England 219 225 -3% AA
13 16 Juventus FC Italy 180 160 12% AAA-
14 14 AFC Ajax Netherlands 162 184 -12% AA
15 13 FC Internazionale Milano Italy 151 215 -30% AA+
16 17 Hamburger SV Germany 144 153 -6% AA
17 NEW Galatasaray AŞ Turkey 116 na na A+
18 15 Olympique de Marseille France 111 168 -34% AA-
19 24 SC Corinthians Paulista Brazil 103 77 34% AA
20 22 SSC Napoli Italy 101 85 20% AA-
21 18 Olympique Lyonnais France 101 120 -16% AA-
22 NEW Fenerbahçe SK Turkey 95 na na A+
23 36 Bayer 04 Leverkusen Germany 90 64 41% AA-
24 38 Paris Saint-Germain FC France 85 64 34% A+
25 28 VfB Stuttgart Germany 83 71 18% A+
26 31 Valencia CF Spain 83 68 22% AA-
27 32 VfL Wolfsburg Germany 82 66 25% A
28 21 AS Roma Italy 82 85 -3% AA
29 29 West Ham United FC England 82 70 17% A
30 20 Newcastle United FC England 81 86 -6% AA
31 19 Aston Villa FC England 80 87 -8% AA-
32 30 SV Werder Bremen Germany 79 68 17% AA-
33 23 Everton FC England 78 79 0% AA-
34 34 Fulham FC England 75 65 16% A+
35 33 Sunderland AFC England 72 66 10% A+
36 na Beşiktaş JK Turkey 71 na na A+
37 45 Club Atlético de Madrid Spain 67 50 34% AA-
38 na Santos Futebol Clube Brazil 65 38 70% AA
39 39 São Paulo FC Brazil 62 58 6% A+
40 26 PSV Eindhoven Netherlands 61 74 -18% AA-
41 42 Stoke City FC England 59 55 6% A+
42 na SL Benfica Portugal 56 na na A+
43 46 Sevilla FC Spain 56 49 14% AA+
44 37 Celtic FC Scotland 55 64 -13% AA-
45 47 CR Flamengo Brazil 55 46 20% A+
46 44 SC Internacional Brazil 55 51 8% A+
47 na West Bromwich Albion FC England 54 na na A
48 25 FC Girondins de Bordeaux France 53 76 -30% A+
49 49 ACF Fiorentina Italy 52 46 15% AA-
50 48 SS Lazio SpA Italy 52 46 12% AA-

EPL side Sunderland has announced a new partnership deal with the U.K. operation of South Africa-based Bidvest Group Ltd., according to the BBC. The deal with BFS Group Ltd. includes "shirt sponsorship, perimeter advertising and involvement from the players in community events" in the U.K. Sunderland CEO Margaret Byrne said, "This takes our club to a whole new level in terms of its international commercial activity." Sunderland said that the partnership "also aims to build on its growing affiliation with the African continent, which was kick-started by its link up with the Invest in Africa initiative and recent collaboration with the Nelson Mandela Foundation" (BBC, 5/28).

Adidas has announced an extension of its sponsorship agreement with the Colombian Football Federation (FCF) until '22. Adidas, which has accompanied the FCF since '11, will work with the Colombian national teams in Copa América contests, FIFA games and for the 2014, 2018 and 2022 World Cups in Brazil, Russia and Qatar. FCF President Luis Bedoya said, "We feel satisfied to continue dressing our national football teams with adidas clothing. To achieve big objectives, we have to be alongside the best, and with this agreement with adidas, we will continue working for the development of Colombian football" (FCF).

Just "two days after signing with Barcelona, Neymar already has a new sponsor to add to his list," according to SPORT. Neymar has agreed to a new sponsorship deal with Mentos candy. The new deal gives Neymar 12 sponsors. Mentos Marketing Dir Elzilene de Moraes said, "Neymar is an athlete beloved by the whole world. He has boldness and the ability to surprise, the same characteristics as Mentos. It is a great success for us to further strengthen our relationship with our customers" (SPORT, 5/28).

NEW JERSEY NUMBER? In Madrid, Gemma Herrero reported one of the unknowns regarding Neymar in Barcelona is what jersey number he will wear. The two numbers Neymar has worn, 7 and 11, are currently occupied by David Villa and Thiago Alcantara, respectively. Neymar wore 11 for Santos and has worn both 7 and 11 for the Brazilian national team. In Barcelona's official team store, "Neymar shirts with both numbers began to sell" (MARCA, 5/28). 

Abu Dhabi-based Al Hilal Bank has confirmed that it will be officially sponsoring the 37th edition of the UAE FA's President's Cup alongside Gulf telecom operation Etisalat and the Abu Dhabi Sports Channel. This will be Al Hilal's fifth straight year of sponsoring the President's Cup. The bank will mark the final match of the '12-13 season by distributing gifts to fans during the championship match. Al Hilal Bank also sponsors the Jiu-Jitsu Championship, the Al Hilal Golf Tournament and the Al Jazira Club (Al Hilal Bank).

Handball Bundesliga (HBL) club Füchse Berlin "is about to lose its title sponsor energy provider lekker Energie." The contract with lekker Energie "will expire at the end of the season," and rumors have been suggesting that the company will not extend its deal with the team. Therefore the club "will lose out on hundred thousands of income." The club is currently searching for a new title sponsor, but "has been unable to find one yet" (BERLINER ZEITUNG, 5/27). ... Handball Bundesliga club TSV Hannover-Burgdorf will let its fans decide on its away jersey for the '13-14 HBL season. The club has put three different options online and fans can vote via Facebook or email which one the players should wear next season. The contest ends on Thursday at 3pm German time (TSV Hannover-Burgdorf). ... FA of Ireland CEO John Delaney signed a €4M ($5M) sponsorship extension with mobile phone network Three to run through '16. As primary sponsor of the Irish national football team, Three "will continue to have exclusive branding rights to include training and playing gear and kit, ticket branding and high-visibility pitch-side branding at the Aviva Stadium" (IRISH INDEPENDENT, 5/27). ... National Rugby League Cronulla Sharks have signed two new sponsors despite the Australian Sports Anti-Doping Authority crisis. Cronulla CEO Steve Noyce said that One Solutions and Painaway would be on the players' shorts and sleeves "for the remainder of the season." The Sharks "have been without a major jersey and stadium sponsor since the beginning of the year" (HERALD SUN, 5/26). ... The West Indies Cricket Board announced India-based hospitality, aviation and entertainment firm Confident Group as the West Indies team sponsor for the Int'l Cricket Council champions trophy in England next month and the 2014 ICC World Twenty20 in Bangladesh (WICB). ... Russian Premier League champions CSKA Moscow have signed a general sponsorship agreement with Federal Grid Company of Unified Energy System (CSKA Moscow). ... Int'l Volleyball federation has agreed to a four-year sponsorship deal with Honda (FIVB).