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Volume 10 No. 25

Marketing and Sponsorship

Andy Murray’s Wimbledon victory Sunday "will volley him into the elite league of global sporting superstars who earn tens of millions of pounds a year," according to Sam Marsden of the London TELEGRAPH. It "ended the 77-year wait for a homegrown hero to lift the silver trophy at SW19." One marketing analyst said that he could "become the third highest-earning British athlete of all time." Murray, 26, is already worth an estimated £32M ($48M), but his dramatic win against Novak Djokovic will enable him to make as much as £20M ($29.8M) a year from sponsorship deals, putting him behind only David Beckham and Lennox Lewis as the top-earning British sports stars in history. Winning Wimbledon earned the Scot £1.6M ($2.3M) in prize money, but "this will be dwarfed by the lucrative offers he will receive from sponsors." Sports marketing agency BrandRapport Dir Nigel Currie said Murray's Wimbledon win had shown he was “not a one-hit-wonder." Currie said, "With Roger Federer beginning to show his age and his form perhaps fading, and Rafael Nadal with injury worries, it could mean that Murray and Novak Djokovic will be the main two for the next few years" (TELEGRAPH, 7/7).

ADIDAS RENEWAL: Also in London, Simon Hart reported there are "already signs of a step-change in earning potential." An insider in Murray’s camp revealed that "negotiations have begun" with adidas about renewing his five-year, £15M ($21M) deal, which expires at the end of '14. His new contract "is likely to make him a global brand ambassador," joining an elite band that includes Beckham, Lionel Messi and NBA player Derrick Rose. Pitch PR CEO Henry Chappell believes that the exposure Murray would receive from becoming a global adidas ambassador "would open the door to other big-money contracts." Chappell said, "That deal alone would probably do more to promote his brand globally than winning Wimbledon because you’re suddenly on billboards and shop fronts everywhere, and adidas will do that because they will believe that he is not just a one-hit wonder but is going to win majors in years to come" (TELEGRAPH, 7/6).

Allianz announced partnerships with Spanish golfer Beatriz Recari and the 2013 Ricoh Women's British Open, held the first week of August. Allianz is already a partner of Scotland's St. Andrews Links and Germany's Golf Club St. Leon-Rot. Allianz announced last year it would support the Solheim Cup 2015 at Golf Club St. Leon-Rot. Allianz has also launched an online gathering point for fans at It has opened a competition giving away spots to play with Recari in the Pro-Am at St. Andrews on July 30. Recari is currently ranked No. 24. She will be the main female face of Allianz’s social media and digital golf program this year, and will also become a mentor for a soon to be announced young golfer’s initiative taking place at St. Andrews Links in September (LPGA).

EPL Fulham has "secured a record-breaking sponsorship deal" with bookmaker Marathonbet, according to the PA. Marathonbet "has penned a two-year deal with an option of a third to become the west Londoners' main team sponsor." Marathonbet replaces online retail trading broker FxPro, and "will have its logo displayed on the shirts" worn by Fulham's first team and U21s (PA, 7/4). In London, Tony Stenson reported Fulham Manager Martin Jol "is hoping to use money from the Cottagers’ record-breaking sponsorship deal to buy four or five more players before the new season starts." Jol has already signed Fernando Amorebieta, Derek Boateng and Maarten Stekelenburg and "has plenty of room for more new faces in his squad after releasing 12 players since the end of the last campaign" (DAILY STAR, 7/7).

The British & Irish Lions jersey "is the best-selling shirt in world rugby and they aim to maximise the brand when talks begin over future tours," according to Paul Rees of the London GUARDIAN. At a Lions function thrown by the Australian Rugby Union on Friday night, the hosts "thanked the tourists for giving the game here a badly needed stimulus." TV audiences "have hit a 10-year high and Network Ten has cashed in." It paid A$2.5M ($2.3M) and has generated $8M in advertising revenue. Lions Chair Gerald Davies said, "The Lions are special. There is no other tour like it in the professional era and there will have been worldwide interest in the final Test." The current agreement with the Sanzar nations "runs out after the New Zealand tour and negotiations will begin next year on a new one which promises to be markedly different because of the explosion of interest in the Lions." Davies said, "We will start with a clean sheet of paper. Everything will be up for discussion, from the financial side to scheduling, itineraries, the strength of opposition in warm-up matches and the number of matches played." The Lions "have become such a significant commercial brand that the huge profits from this tour will sustain the ARU for years." Davies said, "The Lions are about far more than money. There are four strands: sporting, financial, social and cultural" (GUARDIAN, 7/6).

The London Times and The Australian "have worked together for the first time on a joint campaign for Buxton Mineral Water to promote its 'Who's Got The Bottle' campaign during the Ashes cricket series." The jointly written promotion "will run in a supplement in The Times." Journalists from each paper "will analyse the rivalry between the two countries" before the first Test on Wednesday at Trent Bridge in Nottingham (MEDIA WEEK, 7/5). ... British Skeleton announced a five-year, £100M ($149M) partnership with change and innovation consultancy Ignite to support the ''Talent Squad" of young skeleton athletes at the 2018 Winter Olympics. The deal will focus on the six-member talent squad, ages 22-24 (British Skeleton). ... India-based apparel and equipment manufacturing company TK Sports Private Ltd. will provide apparel and gear for the Twenty20 tournament. TK Sports India will provide jerseys, uniforms, gloves, helmets and pads to the six teams (Cricket County). ... The West Indies Cricket Board and Scotiabank signed a new five-year sponsorship agreement, which will see the banking institution "continuing as the official bank of West Indies cricket and exclusive sponsor of its Kiddy Cricket programme" (JAMAICA GLEANER, 7/4). ... Bundesliga club Borussia Dortmund and its partner, Austrian tourism region Kitzbühler Alpen / Brixental, have unveiled a gondola lift in the team's colors (Borussia Dortmund). ... Handball Bundesliga (HBL) club Frisch Auf! Göppingen has acquired a new top sponsor, IT company NIC Group. The company will receive ads on boards in camera view as well as ads on the court during the upcoming season (Frisch Auf! Göppingen). ... Sovereign Bank, a subsidiary of Santander Holdings USA, "has agreed a platinum-level sponsorship deal" with CONCACAF which sees Santander become the official bank of the 2013 Gold Cup. The deal began last week with a skills demonstration program for more than 350 inner-city children in Boston. The multi-faceted agreement "will also include the ‘Goals for Charity’ campaign, a programme linking goals scored at the tournament to community fund raising" (SOCCEREX, 7/4).