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Volume 6 No. 212

Marketing and Sponsorship

UK Athletics will switch from adidas to Nike next year "after an acrimonious row with its long-term kit supplier was resolved in a Dutch courtroom," according to Simon Hart of the London TELEGRAPH. Adidas, which has supplied the official GB kit for Britain’s track and field athletes since '05, took UK Athletics to court in Holland last month, arguing that its current contract included a “matching rights” clause that gave it "the right to match any rival offer when the deal came up for renewal." However, the court dismissed adidas’s claim, "paving the way for UK Athletics’ new sponsorship deal with Nike," which will run from the new year to the end of '20, encompassing the 2017 IAAF World Championships in London. UK Athletics "refused to comment on the Nike contract." However, the seven-year deal negotiated by UK Athletics CEO Niels de Vos is worth around £15M ($23M) in cash and the "value in kind" of supplying GB kit to British athletes. It is "believed to be double the value" of the previous adidas deal (TELEGRAPH, 9/3).

The Austrian Football Federation (ÖFB) has signed a sponsorship deal with mobile phone provider T-Mobile. Starting immediately, T-Mobile will become an official partner of the country's men's national team. The first int'l match with T-Mobile as its official partner will be Friday's World Cup qualification game against Germany in Munich (ÖFB). SPORTNET reported that neither party revealed "the length of the deal." However, T-Mobile Austria Exec Chair Andreas Bierwirth "talked about a long-term partnership." He said, "We conceptually see us as a partner for 10 years" (SPORTNET, 9/3).

Australian A-League club Adelaide United "has signed off on a pair of sponsorship deals promoting environmental sustainability," according to SOCCEREX. French multi-national waste and water supply company Veolia "has secured Adelaide’s front-of-shirt branding for the 2013-14 season." Clean Energy Enterprises "released its right to the club’s main shirt sponsorship, allowing Veolia to step in." However, the solar power company "will promote its Solarshop brand on the front of United’s shorts for the next two seasons." In other A-League commercial news, Brisbane Roar "has expanded its partnership" with dairy brand Pauls, which has re-signed as the naming rights sponsor of the Pauls Roar Active Program, the club’s community football program for young Queenslanders. For the first time, Pauls "will also take up sleeve sponsorship on the Roar’s shirts" (SOCCEREX, 9/4).

The NBA "has entered into a multi-year promotional partnership with Sun Life Financial." As a promotional partner of the NBA, Sun Life "will be involved with upcoming NBA events in the Philippines, Malaysia and Indonesia" (MANILA TIMES, 9/4). ... Handball Bundesliga (HBL) club HSV Hamburg has signed a new sponsorship deal with price comparison website The company will receive ad space on boards and become a member of the club's sponsorship "Gold-Club" during the '13-14 season (HSV Hamburg). ... The Malaysian Rugby Union has signed a RM1M ($305,000) five-year sponsorship deal with telecom company Clixster Mobile (THE STAR, 9/4). ... Entertainment and gaming company NagaWorld "has joined forces with the Tennis Federation of Cambodia for the second year in succession to exclusively sponsor the Kingdom’s Davis Cup team heading to Dubai for the Asia-Oceania Group III cycle" beginning on Wednesday (PHNOM PENH POST, 9/4). ... Scottish Premiership club Celtic FC announced Phoenix Honda as the club's new official vehicle sponsor for the forthcoming season (Celtic FC). ... Rugby Championship side London Welsh signed a new sponsorship deal with leading Oxford law firm Henmans Freeth LLP. Henmans Freeth branding will appear on the back of the London Welsh playing jersey (London Welsh). ... Prince Global Sports announced that the Prince brand will be launched into the Canadian market through a strategic alliance with the Lalonde Group. Based in Guelph, Ontario and operating as a direct sales and marketing operation under Prince Global Sports Inc., the new Prince Canada business will offer products for both tennis and squash. Throughout '13, Prince Global Sports has undertaken a review of its operations across core racquet sport markets globally and has implemented a series of business model changes to ensure long-term growth. Canada is a core racquet sports market. The Lalonde Group is owned and managed by Rick Lalonde (Prince).