Group Created with Sketch.
Volume 6 No. 195

Marketing and Sponsorship

Real Madrid's Santiago Bernabéu "could suffer an unplanned change: its name," according to EL CONFIDENCIAL. The stadium will be renovated in the next few years, "with the intention of adapting it to modern times and reinforcing its image as an icon in the Spanish capital." Real Madrid will assign the project to "one of the world's four largest architecture firms and the club plans to cover the costs through sponsorship." Whatever business "that finances the project will have the opportunity to add its name to the stadium, which would mean a new 'last name' for the stadium, something that has never been done." This strategy "is common in the U.K. and U.S., and has already been seen at other La Liga stadiums." The Santiago Bernabéu stadium name will not be eliminated, "but the name of the new sponsor would be added." Real Madrid will decide which architecture firm it will hire in October, with the cost of the renovations expected to exceed €400M ($541M) (EL CONFIDENCIAL, 9/25).

Carlsberg brewery "has unveiled a global campaign" promoting its three-year deal as the official beer partner of the Premier League, according to Alex Brownsell of MARKETING MAGAZINE. The campaign is "part of its on-going 'That call for a Carlsberg' strategy." Carlsberg "has rolled out a TV and cinema ad, called 'the ride,' which shows fans of Premier League clubs experiencing the highs and lows of a season on an actual rollercoaster." To reflect the emotional "ups and downs" of supporting a Premier League club, the ad "captures the expressions of supporters as they hurtle along on the rollercoaster" (MARKETING MAGAZINE, 9/25).

THE SHOOT: ADVERTISING AGE's Shareen Pathak reported the campaign was created via agency Santo in Buenos Aires. The agency "picked up the global business in February." The "epic spot" features everyone involved in the game: players, coaches, fans -- even the referees and linesmen. Former football players Robbie Fowler, Gareth Southgate, Jimmy Bullard, Marcel Desailly and Chris Kamara "appear in the spot, which used 200 extras and was shot at the Walibi Park near Amsterdam." Carlsberg "will extend the campaign to print, out of home, digital, PR and packaging, with a 'no matching luggage' approach" (ADVERTISING AGE, 9/25).

The Handball Bundesliga (HBL) has extended its partnership with Danish sportswear company hummel for another three years until '17. Hummel, which has been a partner of the HBL since '11, will continue to be the league's official equipment supplier. The partnership also includes several promotional opportunities such as ads on boards, video spots and hospitality packages at HBL events. Hummel Managing Dir Jens Binek said, "We are happy about the contract extension with the DKB Handball Bundesliga, a partnership that highlights our goal of becoming the market leader in handball" (HBL).

U.K. optician Specsavers has agreed to become the official optician and hearing care provider of Rugby League World Cup 2013. It has also agreed to become the official sponsor of the match officials for the tournament. Specsavers' logo will be displayed on the front of the match officials' kit (Rugby League). ... The Australian Football League extended its partnership with Virgin Australia through '18. The league's official airline since '11, Virgin Australia will be the naming-rights partner of the Grand Final Half Time Show, the post-match Premiership Party and the Grand Final Week Party (AFL). ... The Rugby Football League has announced a two-year extension to its decade-long partnership with Gillette. The deal will see Gillette continue as England's main sponsor for Rugby League World Cup in '13, when its logo will feature on the national team's playing strip (RFL). ... Stadium catering company Aramark has signed a long-term deal with 2nd Bundesliga club FC Cologne. The company will provide fans at all public events with food and beverages starting with the '13-14 season (Aramark). ... Brazilian side Corinthians "has signed a two-and-a-half year extension to its shirt sponsorship deal with Italian telecommunications firm TIM." TIM will now partner with Corinthians through Jan. '16 and "will continue to have branding presence within the numbers on the back of the club’s shirts, along with displaying its logo at the team’s training ground" (SOCCEREX, 9/25). ... Spanish third division side Real Oviedo and Spanish second division side Sporting Gijon on Wednesday presented money raised by sales of a book titled "Un Derbi Solidario" ("A Sympathetic Rivalry") to the Association of Families of People with Autism (ADANSI). The book, a collection of 46 stories by 46 journalists, was sponsored by Spanish bank Herrero and Paraninfo Editorial and "sold out in weeks," raising €9,298 ($12,585) for ADANSI (AS, 9/25).