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Volume 10 No. 25

Marketing and Sponsorship

Barcelona's Camp Nou stadium's surroundings "continue to experience changes for all the Barcelona fans and thousands of tourists that visit Camp Nou daily," according to Sergi Solé of MUNDO DEPORTIVO. Barcelona's team store, FCBotiga, will close its doors from late October until December, "but the sale of Barcelona merchandise will remain open at the team's old OAB office, which is located to the right of the stadium's main entrance." FCBotiga will "undergo a complete remodeling that will include a substantial expansion to take advantage of the space left by the Sala París (Paris Lounge) located above the store. The setting for "introductions for newly signed players and important press conferences since '03," with more than 400 square meters, "lost its use when Barcelona opened a new auditorium in March." The plan for the remodeled FCBotiga "includes the objective of further increasing the revenue of the store, which already boasts the highest revenue in Europe." To "satisfy the enormous demand for Barcelona shirts and merchandise, the old OAB office will be the temporary team store while the new FCBotiga undergoes renovations" (MUNDO DEPORTIVO, 9/23). 

Big Bash League cricket club Melbourne Stars has announced a two-year sponsorship agreement with Mitsubishi Motors that will see the brand's logo appear on the club's kit. The Stars are the first BBL team to sign a motor vehicle manufacturer as a major partner. Further details of the partnership will be revealed in future weeks (Melbourne Stars).

Sponsors of the World Cup and the Olympic Games "are accustomed to controversy," according to Amy Stillman of the FINANCIAL TIMES. With "a ready arsenal of marketing campaigns to counter such unpleasant publicity," companies "can also be taken by surprise." One such rare example was "the nationwide protests in Brazil" during June's Confederations Cup. Investment promotion agency Rio Negócios President Marcelo Haddad said, "Companies were taken by surprise and because of that, they had no plan B." Haddad counsels sponsors of the Games to have a “back-up plan” in the event of further riots. Haddad: “Companies will have to choose whether they want to move forward into high-profile exploitation of their sponsorship in the country, or to keep a low profile and do something among their suppliers or key customers.” Some companies "are already taking a more cautious approach." However, "not everyone is staying quiet." Coca-Cola "is hoping to tap into popular sentiment through social programmes including a recycling initiative, creating jobs for young people and a youth sports programme." Coca-Cola's Brazilian Government Affairs Dir Victor Bicca Neto said, “Coca-Cola has been in Brazil for more than 70 years and we know the feelings of Brazilians. We know the moment Brazil is in, we are not blind. [But] our plans are to connect with this.” Dow Chemical "also takes an optimistic view." Dow Olympic Operations Technical Dir Nicoletta Piccolrovazzi said, “We engaged in sponsorship with the Olympic Movement, it’s not just Rio 2016, it’s a long-term partnership that will span 10 years and we will try to make the most of it” (FT, 9/23).

Dubai Duty Free has expanded its commitment to the British Newbury Racecourse through a three-year renewal (GULF NEWS, 9/21). ... Qatar Racing & Equestrian Club and Al Emadi Enterprises "have signed a five-year agreement, marking Al Emadi Enterprises as the sponsor of five editions of Prix Jean-LucLagardere, commencing with this year’s edition, which will be run at Longchamp Racecourse in Paris on the same card of Qatar Prix de l’Arc de Triomphe" on Oct. 6 (GULF TIMES, 9/22). ... Nivea Men has agreed to a three-year deal to become an official sponsor and provider for French Ligue 1 champion Paris St. Germain. Under the deal, the male grooming company "will benefit from an integrated presence at all PSG home games via multi-screen advertising at the club’s Parc des Princes stadium." In addition, PSG said that the two parties would work together on a TV advertising campaign and special events at sales outlets and on digital platforms (SOCCEREX, 9/23). ... Australian Football League club Port Adelaide announced joint major partner Renault has extended its commitment to the club until the end of '15 (Port Adelaide).