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Volume 10 No. 23

Marketing and Sponsorship

The Australian national team "will enter the next World Cup under a new banner after Qantas elected to end one of the most enduring sponsorships in Australian sport," according to Tom Smithies of the Sydney DAILY TELEGRAPH. Qantas airline, naming rights sponsor of the Australian national team for almost a decade, "has decided to scale back its involvement, though it will continue to be the game's official airline." It means that the naming rights of all the national teams, men and women, "are up for sale a year before the Socceroos enter their third consecutive World Cup," with Football Federation Australia believed to be seeking around A$4M-A$5M ($3.7M-$4.6M) per year from any potential suitors. FFA "has been aware for months that Qantas intended to reduce its sponsorship commitment significantly." FFA CEO David Gallop said, "The Socceroos are the team that represents Australia in all its diversity on the biggest world stage. We won't be short of interest in the naming rights." Possible replacements "exclude any company with alcohol connections," as FFA signed a deal worth some A$1M a year with the federal government "to forsake any alcohol-related commercial activities" (DAILY TELEGRAPH, 6/21).

Bundesliga side Hamburg SV "is threatened with losing several of its sponsorship deals," according to SPORT BILD. The club's naming-rights sponsor Imtech "has revealed that it wants to end its €25M ($33M) per year sponsorship deal with the club as soon as possible." Imtech CEO Gerard van der Aast said, "We definitely won't extend the naming-rights deal with the HSV stadium. Due to our tense financial situation, we want to end our sponsorship deals with the HSV, FC Bayern and VfB Stuttgart as soon as possible." The company's deal with the Hamburg-based club runs until '16, but Van der Aast hopes "to reach a quick agreement with the club." HSV Marketing Dir Joachim Hilke said, "We have talked to the representatives of Imtech Germany and expect that the current contract will be fulfilled." In addition to Imtech, Austrian tourism region Zillertal Tourismus "has announced to end its three-year, €750,000 ($1M) sponsorship deal with the club." South Korean-based companies Hanwha Solar and Kumho Tires, which pay a combined €1.5M ($2M) per year, "will end their deals after striker Heung-Min Son left the team" (SPORT BILD, 6/20).

Citing sources, U.S. Open champion Justin Rose, of Britain, "will be making the switch to Tiger Woods' agent, Mark Steinberg," according to Tim Rosaforte of GOLF DIGEST. The switch is "big news not only for Rose, but Steinberg." Since leaving IMG in July '11, the agent "has assembled an impressive client list for Excel Sports Management in Matt Kuchar and now Rose." That gives Steinberg the current Nos. 1, 3 and 5 in the world. Rose "had been represented by Marcus Day of 4Sports & Entertainment." The marketability of Rose "has skyrocketed after his win at Merion, especially in the humble, gentlemanly image he cast as a newly minted champion." The British accent "also doesn't hurt and neither does his charity work," most noticeably with "Blessings in a Backpack" through the Kate and Justin Rose Foundation. Rose is a TaylorMade staff player, but "has been in a secondary commercial role to Dustin Johnson and Sergio Garcia." That should change, "along with his entire profile" (GOLF DIGEST, 6/20).

Kia Motors "will sponsor all content related to this summer's Ashes series between the England and Australia cricket teams, in a deal brokered by Havas Media Group," according to Simon Nias of MEDIA WEEK. The multiplatform agreement "will see Kia sponsor Ashes-related features, interviews, score updates and editorial on-air as well as an outside broadcast from the Kia Oval on the first day of the fifth Ashes test." TalkSport's Drive Time show, co-hosted by former England fast bowler Darren Gough, "will also run Kia branded features plus a competition that will see a listener 'take on Darren Gough.'" Kia branding "will run across the website and on all cricket coverage in its sister publication Sport magazine throughout the Ashes test series, which comprises five test matches during July and August" (MEDIA WEEK, 6/19).

Handball Bundesliga (HBL) club SG Flensburg-Handewitt has extended its sponsorship deal with recycling company Balzersen GmbH & Co. KG. In addition to logo presence on the club's jersey, Balzersen will continue to receive ad space on boards during home games and in the club's print and online publications (SG Flensburg-Handewitt). ... The Austrian football Bundesliga "has signed a marketing deal with to market its official website," The deal "will take effect in July" (90 MINUTEN, 6/19). ... The German Athletics Association (DLV) has once again partnered with event and sports travel provider Vietentours. The company will offer travel packages to the biggest track and field events in the next five years. The DLV and Vietentours already had a partnership from '00-09 (DLV). ... The Rugby Football Union announced a new long-term partnership with Unilever’s leading male skincare brand Dove Men+Care, which becomes England Rugby’s official male grooming supplier. The three-year agreement will see Dove Men+Care supplying its male grooming products to the England senior squad from September to beyond the 2015 World Cup. Dove Men+Care will receive match day branding rights at Twickenham Stadium including experiential and corporate hospitality rights, as well as the ability to utilize players in activating the partnership (RFU). ... Audi New Zealand announced its naming rights sponsorship of the Audi quattro Winter Games NZ for '13. Winter Games NZ takes place from Aug. 15-25, featuring alpine skiing, cross country skiing, snowboard, freeskiing and curling at Coronet Peak, Snow Farm, Snow Park, Cardrona Alpine Resort and Naseby (Audi). ... Oakley will release a limited edition collection of sports glasses with the colors of the French flag: blue, white and red, for this year's Tour de France (ISPO).