Group Created with Sketch.
Volume 10 No. 25

Marketing and Sponsorship

Researchers have called for much tighter government restrictions or even a ban on the marketing of alcohol during televised football matches, "arguing that the messages are seen by and affect millions of children," according to Alok Jha of the London GUARDIAN. Their research suggests that "football fans see around two references to alcoholic brands every minute when they watch a match on TV" -- in addition to the formal advertising during commercial breaks. Public health specialist Andy Graham, who is working for the National Health Service, said, "The average spend on alcohol marketing in the U.K. was around £800M ($1.3B) and yet only £200M ($316M) was spent on traditional advertising, in terms of commercials. It's this ambient marketing that goes on -- the viral campaigns, the social media and the sponsorship -- which has more of an impact." In the football study, "Graham watched more than 18 hours of football matches that had been shown on the BBC, ITV and Sky." Graham noted every mention or view of an alcohol brand on screen, "whether in the commentary, on billboards at the side of the pitch, on-screen logos before and after replays or when scores were shown or substitutions were being made." The results, published on Wednesday in the journal Alcohol and Alcoholism, "showed that in the six matches studied, there were 2,042 visual references to alcohol of various types, mostly beer." That "was in addition to 32 verbal mentions of sponsors" (primarily Carling in reference to the Carling Cup) and 17 adverts during the matches (GUARDIAN, 9/11).

Tennis player Andy Murray has set up a management company called 77 with XIX Entertainment Founder Simon Fuller in a partnership that "goes beyond their current deal," according to Kevin Mitchell of the London GUARDIAN. The London-based company, inspired by the 77-year absence of a Wimbledon men's singles champion from the U.K., will "look after Murray and his brother Jamie's interests on and off court." Fuller, who has managed Murray for five years, becomes his "business partner and will still be in charge of the business strategy." XIX Entertainment VP/PR Matt Gentry, who previously managed Murray's media commitments, will be "managing director of the new company, working with Mahesh Bhupathi, who will be in charge of new business and sales, and Juan Martín del Potro's manager, Ugo Colombini, who will continue to be responsible for tournament-related activity." Murray's "long-term relationships" with financial manager Neil Grainger and business affairs manager Grenville Evans "remain in place." Murray said, "The new company will allow me more freedom and the chance to become more involved in my business affairs." Mitchell notes the "latest evolution" in Murray's relationship with Fuller is "expected to see him expanding his interests into sporting events, academies and other joint ventures" (GUARDIAN, 9/11). In London, Chris Jones wrote Murray now "could see his earnings from sponsorship" reach $157M before he retires. Murray "already earns" an estimated $15.7M in annual sponsorships, including an $8M deal with adidas and $3.15M from RBS, plus deals with Rado, Head and Jaguar. One of his "first aims" with 77 will be to "find another major shirt sponsor" for his left shoulder. Despite winning the 2012 U.S. Open, Wimbledon and the Gold Medal at the London Games, that patch "did not attract a money-spinning deal." Meanwhile, Murray is "targeting the Asian market by linking up" with Bhupathi (EVENING STANDARD, 9/11).

BEND IT LIKE...: In London, Paul Newman wrote Murray has "taken another leaf out of David Beckham's book" by forming the 77 management company. The move "is similar to the way in which Fuller's partnership with Beckham has moved from a management set-up into a business relationship." The company also will "seek to manage other individuals" (INDEPENDENT, 9/11). Also in London, Roger Blitz wrote Murray's business opportunities "may not be as obvious as those of the fashion-driven Beckham's." Aside from tennis sponsorships, Murray's "sole business activity is the purchase of a luxury hotel near his Dunblane home in Scotland." But Gentry said Murray is “very business savvy." Blitz writes it is in the "realms of sports science and fitness that Murray may develop his business instincts." Murray's advisers also "think they can exploit his rugged and earthy personality, which they liken to a throwback to the old-fashioned sportsman" (FINANCIAL TIMES, 9/11).

The German Hockey League (DEL) has signed a new partnership with Dorint Hotels & Resorts ahead of its 20th anniversary season. The two parties agreed to a three-year deal. Dorint's logo will be featured on the equipment of about 50 official DEL referees and linesmen (DEL). ... DEL club Hamburg Freezers have agreed to a new title sponsorship deal with 5vorFlug, which is an independent subsidiary of tourism company FTI Group. The sponsorship with the specialist for last-minute travels will include logo presence on the team's jerseys, on the ice at one face-off circle and two ad boards at the O2 World Hamburg (Hamburg Freezers). ... The Belgian arm of Dutch financial services firm ING "has extended its sponsorship deal" with the Belgian FA through the end of the 2018 FIFA World Cup (SOCCEREX, 9/11). ... Italian Serie A club AC Milan "has sealed a commercial partnership with grooming brand Braun." The deal will run until at least the end of the '13-14 season. The agreement "was brokered by the Infront Italy agency, the club’s official sponsorship adviser." Under the terms of the contract, Braun "will receive branding exposure during Milan home games at the San Siro stadium as well as at the team’s training ground, Milanello" (SOCCEREX, 9/11). ... The Int'l Federation of PGA Tours agreed to a title sponsorship deal with the Int'l Sports Promotion Society for the ISPS HANDA World Cup of Golf, to be played at the the Royal Melbourne Golf Club from Nov. 21-24 (European Tour).