Group Created with Sketch.
Volume 10 No. 22

Marketing and Sponsorship

Man City and broadcaster BT Sport have announced a three-year partnership. The deal includes BT Sport broadcasting weekly interviews with players and members of the coaching staff, and access to behind-the-scenes content. Man City's purpose-built pre-match entertainment area will be renamed BT City Square, from which BT Sport will broadcast live matchday programming before each home game. The deal is the first of its kind in the EPL (Man City).

Adidas "will continue to produce the official matchball for the Bundesliga and 2nd Bundesliga," according to the DPA. The German Football League (DFL) said on Friday that "the contract, which is set to expire in '14, will be extended until the end of the '17-18 season." Ahead of the annoucement, DFL Sports Enterprises ran "an open, transparent and discrimination-free tender process" that started in May. Germany's top two leagues "have been playing with adidas balls since '10-11." The current version is called "Torfabrik 4" (DPA, 8/16).

Barclays is "looking to connect with football fans through its title sponsorship of the Premier League," with a new campaign thanking fans for the "unstinting support" they show to their clubs, according to Alex Brownsell of MARKETING MAGAZINE. A 90-second film called "Thank You," by BBH, was unveiled Friday ahead of the start of the new Premier League season. The film "showcases the dedication of fans, including Everton fan Billy Ingham, who has followed the club for over 70 years." An int'l version "will target the hundreds of millions of fans in over 200 countries who watch the Premier League." It comes as Barclays looks to instill a new set of "purposes and values" on the back of several major scandals, and "rebuild trust" in the bank (MARKETING MAGAZINE, 8/16).

EPL side West Ham United has named Lycamobile its official mobile partner (West Ham). ... Basketball Australia has announced a multi-year sponsorship deal with recreational vehicle manufacturer Jayco that will see it sponsor the entire women's basketball team program (Basketball Australia). ... Wilson Security has agreed to a new multi-year sponsorship with V8 Supercars, which includes the naming rights for the 2013 Wilson Security Sandown 500 (V8 Supercars). ... U.K. health and nutrition company Holland & Barrett announced a two-year extension of its sponsorship with Premiership rugby side Leicester Tigers, which began in '10 (Leicester Tigers).

IN GERMANY: Bundesliga club Borussia Dortmund has signed a new sponsorship deal with IT and communication company Huawei. The company will become a champion partner of the club. Details of the partnership, which was brokered by sports marketing agency SPORTFIVE, will be revealed at a press conference on Sept. 12 (Borussia Dortmund). ... Bundesliga club FC Nuremberg has extended its existing partnership with electronics company Grundig. In addition to various marketing opportunities and TV ads, the partnership includes a stadium VIP suite. The deal will run until the '16-17 season. Grundig is also the club's stadium naming rights partner since '13. The exclusive partnership was brokered by SPORTFIVE (FC Nuremberg). ... Second Bundesliga club FSV Frankfurt has increased its existing partnership with beverage company Hassia Mineralquellen. The company will take over the complete distribution of non-alcoholic beverages at the Frankfurt Volksbank stadium (FSV Frankfurt). ... Basketball Bundesliga (BBL) club MHP Riesen Ludwigsburg has signed a new kit supply deal with Chinese sportswear company Peak. The company will provide the club for the next five years with jerseys, shorts, shooting shirts, training suits, shoes and casual teamwear (MHP Riesen Ludwigsburg).