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Volume 6 No. 216

Marketing and Sponsorship

British cyclist Mark Cavendish "is to launch his own brand, CVNDSH, in an effort to capitalise on the rising popularity of racing" in the U.K., according to Alex Brownsell of MARKETING MAGAZINE. Cavendish "rose to prominence in 2011 by winning the prestigious 2011 Tour de France green jersey and becoming BBC Sports Personality of the Year." At an event in London Monday, the sportsman revealed that "he has teamed up with cycling equipment maker Specialized to roll out a dedicated range of cycling products." The products will carry a new, predominantly-green logo, featuring the letters CVNDSH, to represent Cavendish’s "unwavering pursuit of the colour green." The sprint cyclist is known for his outspoken interviews and the brand’s tagline will be "Fst as Fck" (MARKETING MAGAZINE, 6/25).

Basketball Bundesliga (BBL) club Brose Baskets Bamberg, which won its fourth consecutive league title in '12-13, "is hoping for a financial windfall as title sponsor Brose wants to increase its sponsorship," according to SPOX. Automotive supplier Brose "wants to extend its title sponsorship deal, which is set to expire in '14, until '18." In addition, the company "is reportedly interested in acquiring the naming rights for the Stechert Arena." The total value of the deal until '18 would be around €12M ($15.7M). Bamberg's GM Wolfgang Heyder said, "It is correct that we are currently in negotiations with [Brose Group Chair Michael] Stoschek about an extension, but nothing has been signed yet" (SPOX, 6/21).

Russian tennis player Maria Sharapova, the world's top paid female athlete, "came under attack on Tuesday for using her fame on court to sell a brand of sweets to her young followers," according to Sasha Skovron of REUTERS. Sharapova has taken the first steps to becoming her own brand "by launching a range of sweets called Sugarpova that includes a variety of sugary and sour confectionary in shapes ranging from tennis balls to lips." The National Obesity Forum accused Sharapova of being "irresponsible" for using her role model status to promote unhealthy eating and failing to identify the difference between snacking and excessive consumption. London-based National Obesity Forum member and Child Growth Foundation Chair Tam Fry said, "Maria promoting her sugary sweets is OK, but only if she makes clear that you can only eat sweets like that every day and look like her if you are playing tennis 15 hours a day." Sharapova: "Of course sugar is meant to be bad for you but my philosophy has always been everything in moderation." A spokesperson for Selfridges said that "the sales were going well and stressed Sharapova's comments about moderation" (REUTERS, 6/25).

League Championship side Nottingham Forest has announced a three-year deal with adidas as its official technical kit partner beginning with the '13-14 season (Nottingham Forest). ... Indian cricketer Ravindra Jadeja, who got the prestigious "Golden Ball" for ending up as the highest wicket-taker in India's victorious Champions Trophy campaign, "has been receiving some attractive endorsement offers from national as well as multi-national brands." Rhiti Sports Management Owner Arun Pandey said, "You will soon see some very interesting brands associating themselves with Jadeja." Pandey's company "manages the Saurashtra all-rounder." Pandey: "To match his on-field exploits, Jadeja has also worked hard on creating an image with his hairstyle, handle-bar moustache, tattoos which certainly makes him stand out from the rest of the pack" (PTI, 6/25). ... The Int'l Hockey Federation World Hockey League semifinals, which start in Johor Baru, Malaysia on Saturday, "will not have a title sponsor." The field hockey event "will not be short of sponsors" as the organizers have already managed to raise over RM740,000 ($232,000). The Johor government started the ball rolling with a RM200,000 ($62,000) contribution "while Tenaga Nasional and the National Sports Council have chipped in" with RM100,000 ($31,000) each (THE STAR, 6/25). ... Australian A-League club Perth Glory "has signed a two-year kit deal with Italian firm Macron" (SOCCEREX, 6/25). ... Spanish basketball side Barcelona and its primary sponsor, insurance company Regal, have agreed not to renew the sponsorship contract that has united the two since '08. The deal will end on June 30, with Barcelona planning to look for a new sponsor at that point (EP, 6/25).