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Volume 6 No. 212

Marketing and Sponsorship

Mexican bank BBVA Bancomer, which serves more than 20 million customers, on Tuesday announced its sponsorship of top Mexican football league Liga MX, which will now be known as Liga BBVA Bancomer. Liga MX has more than 75 million followers in Mexico and is also followed globally. BBVA Bancomer Mexico Manager Vicente Rodero said that the sponsorship of Liga Bancomer reinforces the bank's commitment to Mexico. Rodero: "The BBVA Group has traditionally been linked to the sports world. BBVA Bancomer is now closer to its customers through a sport that is specially loved in Mexico. Mexico is a great country and BBVA Bancomer wants to have an active role in its development." Liga MX President Decio de María said that "it is a great honor to welcome BBVA Bancomer to the Liga MX family because we are both institutions that share the same goals and values" (BBVA Bancomer). CNN EXPANSIÓN reported the sponsorship will start this weekend when this year's season kicks off. The presentation of the new agreement took place at Mexico City's Estadio Azteca. The "financial terms have not been announced." Liga MX tweeted, "The strategic alliance will help to strengthen the development of Liga MX clubs and their infrastructures" (CNN EXPANSIÓN, 7/15). In Mexico City, A.G. González reported de María officially welcomed BBVA Bancomer, "which signed a three-year contract." While the sponsorship "will not include lower divisions Ascenso MX and Copa MX, it will be extended to include the Liga MX's U20, U17, U15 and U13 competitions" (ESTO, 7/15).  

IMPROVING THE IMAGE: LA AFICION reported that Rodero, for his part, "recognized themes present in Liga MX like stadium violence, suspected money laundering (the Necaxa-Reynoso Femat case), changes in the sites of various clubs' headquarters, teams' debts and others, but despite this, wanted to invest and tie the company's image to that of Mexican football and its problems." Rodero said that "one of his company's objectives was to clean up the league's image." Rodero: "We believe that we can collaborate to make everything surrounding football cleaner and better, and as a sponsor we are looking ahead" (LA AFICION, 7/15).

The Dubai Wasps have become the first UAE rugby club to "surrender naming rights to a corporate sponsor after changing their name to Xodus Wasps," according to Paul Radley of THE NATIONAL. The three-year-old club has "agreed a deal with the energy consultants." First-team hooker and club Chair Craig Gibson said, "It is definitely a seminal point in the club's short history." As a consequence of the deal, the Wasps "will now train at Repton School." Investment in the upstart domestic rugby team "is designed to maintain an awareness of the company's name throughout the three seasons in which the initial deal will run." Despite the cash injection, Gibson "cautioned against the idea of the club considering paying players." The main objective "is to break into the cross-border Gulf Top Six competition next season as one of the four best teams in the UAE" (THE NATIONAL, 7/15).

Scottish Professional Football League CEO Neil Doncaster is "confident of securing sponsorship deals for both the Scottish Professional Football League and the Scottish League Cup with the new season looming," according to the SCOTSMAN. Doncaster said that "talks are under way with a number of companies who are interested in backing the competitions." The newly created SPFL is seeking sponsorship after deals with Clydesdale Bank and Irn-Bru for the Scottish Premier League and the Scottish Football League, respectively, came to an end, while "what was previously known as the Scottish Communities League Cup was backed by the Scottish government." On the issue of naming the leagues within the merged SPFL, Doncaster said, "Re-branding of the whole competition and what it means, aside from the names, that’s something that really started in earnest as soon as the reconstruction was complete. We are hopeful of announcing something soon" (SCOTSMAN, 7/13).

Bundesliga club VfB Stuttgart has extended a number of partnership deals and also acquired two new sponsors. FANUC Robotics extended its partnership with the club for another two years. Spectra Gmbh & Co. KG extended its deal for another three years and also increased its investment. Long-term beverage partners Ensinger Mineral-Heilquellen and Coca-Cola extended their deals for three more years. Porsche and Adolf Würth GmbH & Co. KG extended their deals for another two years, while fischer, Breuninger, Hofmeister, LBBW, SWR 1, Weru and Bauhaus added one year. In addition to all the extensions, Stuttgart signed new deals with Turkish Airlines and Fellbacher Weingärtner for durations of one and three years, respectively (VfB Stuttgart). ... Premiership rugby side Northampton Saints has signed a three-year elite sponsorship agreement with ticket marketplace StubHub. The new agreement will see the StubHub logo displayed on the club's playing shirts until at least '16 (Northampton Saints).