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Volume 6 No. 212

Marketing and Sponsorship

Sport and energy drink manufacturer Lucozade Sport is launching a £4M ($6M) campaign "to educate consumers about how the brand can help improve people's sports performance," according to Loulla-Mae Eleftheriou-Smith of MARKETING MAGAZINE. The campaign features footballers and brand ambassadors Gareth Bale and Alex Oxlade-Chamberlain. The ''I Believe'' work uses the strapline, "Hydrates and fuels you better than water," across close-up images of the two footballers "to push owner GlaxoSmithKline's association with sport." The campaign, created by Grey London, "launches later this week and will run across TV, digital and press platforms, including sampling activity." It launches with Bale "a hot topic in the sports world" (MARKETING MAGAZINE, 7/30).

Swiss Super League side FC Zürich has signed a new shirt sponsorship deal with IT service provider Netstream. The company, which was founded in '98, will become the main sponsor of the club's first team and its youth academy. The Netstream logo will first be featured on the team's jersey at its game against BSC Young Boys on Aug. 4. FC Zürich President Ancillo Canepa said, "We have taken the necessary time to choose our main sponsor. And it eventually has paid off. I'm really looking forward to working with this innovative company in the future" (FC Zürich).

Russia Deputy PM Dmitry Rogozin, "renowned for his populist anti-Western stance," spoke out against national airline carrier Aeroflot’s decision to sponsor ManU "rather than plowing funds into domestic sports teams," according to R-SPORT. Rogozin tweeted, "Aeroflot prefers Anglo-Saxon football and basketball clubs?" Rogozin, "also known for his dry sense of humor," added, "I might just invite them to my place for a heart-to-heart chat." Aeroflot also sponsors NBA side Brooklyn Nets. If Rogozin "is serious about hoping to reshape the company's marketing strategy, he might not get very far." Aeroflot is 51% government-owned (R-SPORT, 7/30). In London, Harriet Alexander reported Aeroflot, one of the oldest airlines in the world, signed a five-year sponsorship deal with ManU in July. The airline "is already a sponsor" of CSKA Moscow FC and the 2014 Sochi Olympics (TELEGRAPH, 7/30).

EPL Newcastle striker Papiss Cissé has revealed that his decision to wear the Wonga-branded Newcastle kit "was made only after discussions with the club, his family and Islamic teachers," according to the LONDON TIMES. The Senegalese striker, a practicing Muslim, "had been reluctant to wear the new kit, sponsored by the payday loan company, due to ethical and religious issues." The dispute over the Wonga sponsorship -- the four-year deal is said to be worth a reported £24M ($36M) -- "had overshadowed Newcastle's pre-season preparations" (LONDON TIMES, 7/30). The BBC reported the two parties eventually resolved their differences, but Cissé admitted it had been "a very difficult time." Cissé: "I have had some useful discussions with my club, my family and Islamic teachers in the last few weeks. After a huge amount of thought and reflection, I have made the decision to follow my teammates and wear the kit" (BBC, 7/30).

The Singapore Table Tennis Association "scored a sponsorship deal and donations" worth $500,000 in total, according to May Chen of the STRAITS TIMES. Singapore-based property investment firm Grace Shine, run by Indonesian tycoon Tahir, pledged $300,000 over three years. Tahir "also roped in two friends" -- Kadin Indonesia VP Radius Wibowo and Art Retreat Founder Cahyadi Kumala, to donate $100,000 each. The money "will go towards the STTA's sports excellence plans" (STRAITS TIMES, 7/29). In Singapore, Gregory Loo reported according to STTA President Lee Bee Wah, the association "had expected to incur" a $600,000 deficit this financial year before the sponsorship deal and donations. Tahir, who stepped down as president of the table tennis association in his native Indonesia, "also accepted an invitation from Lee to become STTA's honorary president." The role will see the 61-year-old "chair STTA's fund-raising committee" (THE NEW PAPER, 7/29).

Barcelona has signed a deal with Italian clothing brand Fashion Box, which boasts denim clothing lines under the names of Replay, Replay & Sons, We Are Replay and Red Seal, as the official sponsor of clothing and footwear for the first team and the rest of Barcelona's staff. The agreement is for four years. Replay will create a “smart casual” line for the first team. Fashion Box Dir General Matteo Sinigaglia said, "Barça are not just a partner for us, they are also a great source of inspiration" (Barcelona). ... Premiership Rugby announced that train service Heathrow Express has become a partner of the London Double Header (Premiership Rugby). ... EPL Newcastle United has announced a partnership with newly-launched global online gaming brand to become the club's official global gaming and betting partner. As an official partner,’s logo "will feature across all media channels including sponsorship of the club’s official website." In-stadium betting services "will also be provided by at St. James’ Park" (SOCCEREX, 7/30).