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Volume 10 No. 22

Marketing and Sponsorship

ManU and PepsiCo announced a multi-year sponsorship agreement in the Asia-Pacific region on Wednesday. PepsiCo will become the official soft drink partner of ManU in Thailand, Malaysia, Singapore, Myanmar, Cambodia, Laos and Brunei. PepsiCo will hold exclusive rights to use ManU branding on its products within these markets (ManU). ManU, which "did not give a value for the deal," said that it has "a combined fan base of more than 38 million consumers in the seven countries, and claims to have over 650 million followers worldwide" (REUTERS, 7/31). In Manchester, Shelina Begum reported PepsiCo "is the latest in a raft of sponsors to have been signed up by United," including Russian airline Aeroflot, Thai telecom firm True Corporation, Mexican banking group INVEX, Vietnamese bank BIDV, British risk management group AON and U.S. car manufacturer General Motors (MANCHESTER EVENING NEWS, 7/31).

Digital sports media group PERFORM has been appointed by Football DataCo as its official and exclusive supplier of live data to the betting sector in a three-year deal. Football DataCo markets and commercializes official match data for the Premier League, the Football League and the Scottish Professional Football League (SPFL). The deal marks the first time a company has been specifically appointed to collect and distribute live data feeds tailored for bookmakers. PERFORM’s official data collectors will attend over 3,000 matches starting from the 2013-14 season and will have access to Wi-Fi across the grounds to ensure data is quickly relayed to customers (PERFORM).

Subway announced on Wednesday that former soccer star Pelé has signed a multiyear deal to serve as a worldwide brand ambassador and join the restaurant's deep roster of athlete endorsers. Financial terms of the deal were not disclosed. Subway CMO Tony Pace said that Pelé will be featured in ads both by himself and with other Subway athletes. He will appear in Subway campaigns in multiple markets before the end of the year. Pace had been pursuing a deal with Pelé for a long time, having met the football star while a sportswriter covering the North American Soccer League N.Y. Cosmos for the Morristown Daily Record. Pace said, “The funny thing about marketing is everybody thinks it happens in an instant, but it really doesn’t. When we were thinking about what we were going to do way back when in 2006 (when Pace joined Subway), we were actually thinking of doing something with Pelé then.” Subway believes Pelé, who won three World Cups with Brazil and the ’77 NASL championship with the Cosmos, still has widespread appeal. Pace said, “The great thing about accessibility of information in the digital and social age is people can say ‘Pelé? Hmm, who’s he?’ They can check it out pretty quickly online.” Pace added of the deal, "People might look at this from the outside and say, 'This is very different from what you’ve done,' and honestly that’s a good thing, because it shows another dimension of our brand." The deal was made through Pelé’s agency of record, Legends 10, after an introduction by MediaCom Sport. The Subway announcement comes as Pelé is making several high-profile appearances, including lighting the Empire State Building Thursday, in advance of the Cosmos' return to the pitch Saturday.

Great Britain was named the "new flagship of the Clipper Round the World Race fleet" in London's Trafalgar Square by Sports & Tourism Minister Hugh Robertson on Wednesday, according to Simon Greaves of the FINANCIAL TIMES. Great Britain is "one of 12 identical 72ft third-generation racing yachts commissioned by Gosport-based race organisers Clipper Ventures." The fleet will leave London’s Tower Bridge on Sept. 1 on "the world’s longest ocean race -- 40,000 miles." Great Britain is "being used to spearhead a trade and tourism partnership." Great Britain team partners from the private sector, including Land Rover, Arm Holdings and Grange Hotels, "will be involved in a set of branding and other opportunities supported by UK Trade Investment, the Foreign and Commonwealth Office and Visit Britain" (FT, 7/31).

V8 Supercars has "secured a naming-rights sponsor" for the Enduro Cup after long-time motorsports supporter Pirtek signed on "to back the mini-championship for the next four years," according to FOX SPORTS. The Pirtek Enduro Cup "will be awarded to the pair of V8 drivers who score the most championship points over the course of the Sandown 500, Bathurst 1000, and the Gold Coast 600 events this season." Also unveiled "were the plans for a unique perpetual trophy to be awarded to the winners of the Enduro Cup." Leading Australian artist James Corbett "has been commissioned to create 'a work of art' from a pile of components that Pirtek produces" (FOX SPORTS, 7/31). In Sydney, Darren Davidson reported newly installed V8 Supercars CEO James Warburton "is continuing his efforts to grow sponsorship revenues." The agreement "continues Pirtek's long association with Australian sport and V8 Supercars" (THE AUSTRALIAN, 7/31). MOTORSPORT reported this year's Pirtek Enduro Cup "will be the first time the three V8 Supercar endurance races will be drawn into their own Championship-within-a-Championship" (MOTORSPORT, 7/31).

French oil and gas company Total has agreed to a two-year deal to become the title sponsor of the Copa Sudamericana, South America's secondary club football competition. Previously "recognized for participation in motor sports, Total is now moving in a different direction in South America." Total Americas VP Pierre-Yves Sachet said, "We want to work closely with CONMEBOL, the teams and fans to promote what Total does in Latin America" (FUTBOL ARGENTINO, 7/29). ... Bundesliga club Hertha BSC Berlin has signed a new three-year sponsorship deal with state lottery Lotto Berlin. The gambling provider will receive ad space in camera view at home games at the Berlin Olympic Stadium. The deal was brokered by sports marketing agency SPORTFIVE (Hertha BSC). … Second Bundesliga club FC Energie Cottbus has extended its sponsorship deal with health insurance company AOK Nordost for two years until ’15. The company will continue to be the club’s exclusive health partner (Energie Cottbus). ... German Volleyball Bundesliga TV Rottenburg is still looking for a shirt sponsor. However, the club has not turned the search around. Potential sponsors are now supposed to bid on the club's shirt sponsorship at The starting bid is €10,000 ($13,300) (TV Rottenburg). ... Australian Football League side Sydney Swans has extended its partnership with Sydney-based netball club New South Wales Swifts for three more years through '16. The Swans have supported the Swifts as their premier partner since '08 (Sydney Swans). ... UAE football side Al Nasr VP Ahmad Al Khoury said the club will get two "superstar strikers" thanks to a new shirt sponsorship agreement with container port company DP World (GULF NEWS, 7/31). ... Emirates airline announced a partnership with the Guinness Int'l Champions Cup. The inaugural preseason tournament sees eight clubs play across six U.S. cities through Aug. 7 and will be broadcast live on Fox Sports (GULF NEWS, 7/31). ... Online gambling brand Bodog Asia has signed a six-figure sponsorship deal with the 2013 FIBA Asia Championship, which will include perimeter boards and in-stadia LED advertising (Bodog Asia).