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Volume 6 No. 212

Marketing and Sponsorship

Vodafone, Red Bull and Santander "are among the non-automotive brands seeing the advantage of reaching a young male-dominated and highly engaged audience at racing tracks across the world," according to Joel Fothergill of BRAND REPUBLIC. Red Bull "has targeted this audience and successfully aligned itself with sporting heroes." Brands such as BlackBerry, Vodafone and Santander "are now heavyweights on the racetrack alongside brands more traditionally associated with cars and auto sports" such as Mercedes, Ferrari and Pirelli. The "benefits to the sport are clear; with huge upfront costs meaning sponsorship is often the only way for teams to make it to competing level." Caterham F1 Team Communications Head Tom Webb said, "Without sponsorship, as F1 has had for something like 50 years, the sport probably wouldn't exist" (BRAND REPUBLIC, 7/23).

EPL Newcastle United striker Papiss Cissé's situation "is far from unique," according to Ali Khaled of THE NATIONAL. Other Muslim players in the past "have had to don shirts bearing sponsors that contravene Islamic beliefs." In the Premier League, Liverpool's Momo Sissoko "wore a shirt sponsored by a brewery." West Ham's Mohamed Diame's last season "advertised an online gaming firm, to name but two examples." For the record, Cissé's Muslim teammates, Cheick Tiote and Moussa Sissoko, "have indicated they have no issue with Newcastle's new sponsors." There is "no reason to believe that Cissé is not simply a man of strong convictions." Still, sponsors "will not be too pleased that a player at the club they are pouring money into is refusing to do his bit." Certainly, for the club, "if it came down to a choice between their sponsors or a disenfranchised player, there is no real decision to make at all" (THE NATIONAL, 7/22).

Int'l Sports Management has announced a Chinese golf collaboration with China golf agency NiceOn Sport. The partnership will cover player development, event and tournament promotion, sponsorship consultancy, sports marketing and media relations. ISM and NiceOn Sport will manage players, sponsors, key stakeholders and promoters through an integrated network of offices based in China, Korea, the U.K. and the U.S. This global approach will enable consistency across client and business operations (ISM).

Man City has renewed its partnership with EA Sports as the club's official gaming partner. The three-year extension was announced in Hong Kong as part of Man City's summer preseason tour (Man City). ... League One Oldham Athletic announced George Hill Timber and Building Supplies as the new title sponsor of the Main Stand at Boundary Park. The two-year agreement will see the re-branding of the stand in time for the visit of Derby County in the Capital One Cup Aug. 6 (Oldham Athletic). ... Telecom firm Globe Business has teamed up with the Philippine Cricket Association. Globe Business will be the lead sponsor for the Philippine National Cricket Team and the Int'l Sixers Tournament, "with naming rights for the squad as well as company branding and exposure for all PCA-hosted collateral and events" (MANILA TIMES, 7/22). ... Online printing provider will be for the fourth consecutive year the official partner of the German Supercup between Bundesliga champion and German Cup (DFB-Pokal) winner. The game, which will feature league champion Bayern Munich and Cup runner-up Borussia Dortmund, will take place at the Signal Iduna Park on Saturday. The deal also includes ad space on LED boards in camera view ( ... Premier League side Everton player Gerard Deulofeu, who recently joined the team in a trade from Barcelona, "is already an Everton star and his shirts are selling in a big way." The problem is that the Everton team store "has confused his name and printed 'Deufoleu' instead of Deulofeu on many of the shirts" (AS, 7/23). ... Rio de Janeiro-based football club Vasco da Gama has announced a four-year sponsorship deal with Nissan. Nissan's logo will be displayed on the upper back of Vasco da Gama's team shirts as well as the playing shorts. Nissan will have branding "on all official training kits and reserve team shirts, as well as the club's official website, social networks and three sides of Vasco's stadium." The agreement is worth $3.6M per season to Vasco da Gama (SOCCEREX, 7/23). ... The Italian Winter Sports Federation has approved a proposal from sports marketing agency Infront Sports & Media to handle its marketing rights. The partnership covers the management, source and selection of sponsorship partners (Infront).