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Volume 6 No. 215

Marketing and Sponsorship

Tottenham player Gareth Bale "has applied to trademark his 'Eleven of Hearts' goal celebration" into a logo that could earn him £3M ($4.7M) a year, according to Rob Burnett of the London DAILY MAIL. The PFA Player of the Year and Young Player of the Year winner has filed an application to the Intellectual Property Office "to trademark a logo which copies the goal celebration gesture he makes every time he scores," with a No. 11 -- his shirt number -- inside the heart. A decision "will be made on the application in the next two months by an independent tribunal on whether Bale can trademark the logo." Brand Rapport Dir Nigel Currie said, "The possibilities are huge for Gareth Bale. Once he has that right, he can cash in on it and become a more well-known player." According to the IPO website, "Bale has applied to trademark the logo for use on clothing, footwear and headgear as well as jewellery" (DAILY MIRROR, 6/17).

India's newest batting sensation Shikhar Dhawan's brand value "is on the upswing as some of the major corporate houses are showing a lot of interest in the 27-year-old opener after his on-field exploits," according to the PTI. For the company that manages him, Dhawan is certainly a "brand in the making." Cornerstone Sports CEO Bunty Sajdeh said, "Since he is at a nascent stage in his international career, I would call him a brand-in-making at this juncture. But certainly, he has a huge potential as far as his commercial viability is concerned." He added, "We are in talks with some of the leading business houses. I can tell you that at least 3-4 Corporate Houses have shown keen interest in roping in Shikhar. At this point of time, we are not looking at multiple brand associations for him. For us, it's important that we get quality over quantity for Shikhar" (PTI, 6/17).

Polish Ekstraklasa club Lech Poznan "has agreed a five-year deal" that will see telecom firm INEA "assume the naming rights to its stadium." The deal was struck with the club and Marcelin Management, "which operates the stadium." The 43,000-seat venue was opened in Sept. '10; making it the first Polish stadium to be ready for the country’s co-hosting of Euro 2012. The facility, which cost €180M ($240M) to develop, "will now be known as the INEA Stadium" (SOCCEREX, 6/17). ... The Sri Lanka Tea Board "will be the primary sponsor of the Sri Lanka cricket team in away matches, beginning with the tri-series in the West Indies on June 28." The deal is worth Sri Lankan Rs. 530M ($4.2M) and will last three years. Telecom Dialog Axiata "is Sri Lanka's primary sponsor in home matches," and paid around Rs. 700M ($5.5M) (ESPN, 6/13). ... Djarum has confirmed "to officially pull out of its sponsorship on Indonesia Open Superseries starting next year following a tobacco ban policy issued by the Badminton World Federation" (JAKARTA GLOBE, 6/17). ... Beginning in '14, Reebok is to introduce a new delta logo for its entire brand and collection. Reebok already uses the Greek delta for some of it's fitness products. The new logo will replace the so-called vector logo, which replaced the British Union Jack some three decades ago and has been the brand's icon ever since (ISPO).