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Volume 10 No. 24

Marketing and Sponsorship

Roger Federer "is no longer the world's highest-ranked player, but when it comes to raking in the money he has few peers," according to R. James Breiding of the N.Y. TIMES. Forbes ranks Federer’s wealth at $400M. He has earned a record $77M "in career winnings since he turned professional in 1998, but the bulk of his wealth has arisen from a flurry of sponsorships from companies like Rolex, Nike, Gillette, Moet & Chandon and Crédit Suisse." Federer's competition "off the court is fading." David Beckham and Michael Schumacher "have retired," and Kobe Bryant "is nearing the end of his career." Lance Armstrong "has fallen from grace," and Tiger Woods "has alienated a good number of fans." Tennis "is attractive to sponsors because its fans have high disposable incomes and the season is almost year-round." Another "plus is its global reach." Federer "can advertise for Nike or Gillette anywhere." Sponsors "love Federer’s evasive armor because it improves predictability and duration." He "is surrounded (and protected) by a finely tuned machine, among the most discreet and professional in tennis." Nothing "is left to chance." What looks natural "is meticulously planned and smoothly executed." After "winning his seventh title at Wimbledon last year, he slipped on a vintage-looking tennis sweater and a golden Rolex that gleamed as he hoisted the trophy for 870 million television viewers from 198 countries to see" (N.Y. TIMES, 9/22).

Basketball Bundesliga (BBL) club Telekom Baskets Bonn "has extended its title sponsorship deal with German telecom company Deutsche Telekom for another three years until '16," according to Gerhard Mertens of the GENERAL ANZEIGER. Deutsche Telekom Head of Sponsorships Stephan Althoff said, "We are looking forward to continuing our collaboration and presenting top basketball at the Telekom Dome. As a Bonn-based company, we are proud to have been a partner of the club for 20 years. Together we want to continue the club's success story." The two parties "did not reveal any financial details of the extension." However, the Telekom deal "has been estimated to have a value" of €2.5M ($3.4M) (GENERAL ANZEIGER, 9/21).

F1 team Caterham "has extended its engine-supply deal with French carmaker Renault for another three years." The U.K.-based team "will continue to use Renault engines through the end of the '16 season" (Ö24, 9/22). ... Bundesliga club VfB Stuttgart, which celebrated its 120th birthday on Sunday, "wore traditional jerseys during its game against Eintracht Frankfurt." The jerseys "featured an old club crest and had neither sponsorship nor league logos" (BILD, 9/20). ... League One club Coventry City "has teamed up with medical charity the Grace Research Fund." The new partnership will see the fund's logo featured on the Sky Blues' shirts for the next three months. The Grace Research Fund "raises money and awareness for medical research into premature birth and neonatal care" (COVENTRY TELEGRAPH, 9/19). ... British Cycling has extended its partnership with FIAT Group Automobiles UK for the 2013 National Track Championships in Manchester later this month (British Cycling). ... Organizers of the Glasgow 2014 Commonwealth Games have contracted Infostrada Sports to deliver and run the official Games news service. The firm will supply the world's media with results, historical data and athlete biographies as well as information on previous Commonwealth Games via a Games information system to be known as "GamesINFO" (Glasgow 2014). ... Tire manufacturer Dunlop has confirmed that it has been reappointed by the MSA British Touring Car Championship as official tire supplier (BTCC). ... Zurich Insurance Group has become the official presenting partner of the Swiss Ice Hockey Cup. The sponsorship agreement has been closed with InfrontRingier Sports & Entertainment Switzerland and runs until '17 (Infront). ... The Int'l Basketball Federation (FIBA) has selected U.S.-based Connor Sport Court Int'l as its official technical supplier of custom courts for the 2014 FIBA Basketball World Cup (FIBA).