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Volume 10 No. 22

Marketing and Sponsorship

EPL Arsenal announced a three-year sponsorship with Gatorade as its official sports drink and sports nutrition partner on Thursday. The deal will see Arsenal's U21 and U18 teams use Gatorade. Additionally, the deal will see Gatorade and Arsenal sports science teams collaborate on developing specific nutrition plans for players (Arsenal). Liverpool on Thursday announced Gatorade as the Reds' official sports nutrition partner. The club and U.S. based-brand will commence a three-year partnership. As well as Gatorade supplying product, the club's backroom staff will also have access to the Gatorade Sports Science Institute's laboratory and testing facilities which will provide support in maintaining the fitness and conditioning of the Reds (Liverpool FC).

Middle East and Africa telecom operator Etisalat on Thursday "signed a new partnership" with the UAE FA, according to EMIRATES 247. Under the new agreement, Etisalat "will become the official partner for the UAE FA and the official sponsor of both the UAE national team and the President's Cup competition for the next three years." UAE FA Secretary General Yousuf Mohammad Abdullah said, "The primary beneficiaries of this partnership will be our national team, local competitions and Emirati youth" (EMIRATES, 247). In Dubai, Alaric Gomes wrote UAE national football team coach Mahdi Ali believes that additional cash flow into the game "will not only help bolster sporting foundations, but also help the country scale new heights," after Etisalat "announced its sponsorship of the UAE national team and the President's Cup for an additional three years." Ali said, "We need the private sector to be involved. Companies such as Etisalat have shown the way and others should follow. With such support, we have seen the results among all UAE national teams in recent times" (GULF NEWS, 9/26).

The Spanish national handball team, "drowning in economic crisis and incapable of profiting from the team's on-court success in recent years, has received a ball of economic oxygen," according to Javier Lafuente of EL PAIS. Spain's postal service "will sponsor the men's and women's national handball teams through the 2016 Rio Olympic cycle." The Spanish post office will contribute a total of €800,000 ($1.1M) to Spain's handball teams over the next four years, and could contribute an additional €90,000 ($121,000) depending on "the success of the teams." The first to wear "the Spanish Post Office's logo will be members of the women's national team during December's 2013 World Women's Handball Championship in Serbia, when they will look to defend or improve on the bronze medal they won two years ago in Brazil and in '12 in London." The men's team, the defending world champion, will "represent its new sponsor in January in Denmark at the 2014 European Men's Handball Championship." The partnership "is another step in the 'change of tendency' that is starting in the economic status of Spanish sports." Spanish Handball Federation President Francisco Blázquez "insisted that the economic support will not go exclusively to the top-level handball teams, but will also help the lower categories, though he did not say what percentage of the sponsorship would go to each division." The help from the Spanish post office "is some of the only good news that Spanish handball has received in recent months, and is without a doubt Spanish handball's best news since the current season began with the disappearance of Atlético Madrid." The summer "also saw an exodus of Spanish players to leagues more competitive than Spain's." Of the 16 members of the world champion national team, "only five are still playing for Spanish clubs, all for Barcelona, the only team that has been unaffected by Spain's economic crisis" (EL PAIS, 9/25).

EPL Liverpool Managing Dir Ian Ayre said that striker Luis Suarez's racist abuse and biting incidents "have damaged the club's brand," according to Rob Harris of the AP. Ayre, though, said Suarez "has responded well to ... work on his character." Suarez returned on Wednesday against ManU from a 10-game ban "for biting Chelsea defender Branislav Ivanovic" during an April match. Ayre said "any types of incident of that nature are damaging to the brand" (AP, 9/26).

German Hockey League (DEL) club Hamburg Freezers has signed a partnership with state lottery Lotto Hamburg for the '13-14 season. Lotto Hamburg will use several promotional measures surrounding home games at the O2 World Hamburg (Hamburg Freezers). ... German 3rd League football club Stuttgarter Kickers has agreed to a new sponsorship deal with online printing company Printmanege. The three-year deal with the Kickers is the company's first foray into sports (Stuttgarter Kickers). ... Basketball Bundesliga (BBL) side Alba Berlin has extended its title sponsorship deal with recycling specialist Alba Group for another three years. The club's '13-14 jerseys will feature the logo of the group's operative brand Alba (Alba Berlin). ... BBL club Phoenix Hagen has extended its sponsorship deal with energy company lekker Energie for the '13-14 season. The club's away jerseys will continue to feature lekker's purple and yellow colors. In addition, its company logo will be featured on the players' shorts for a third consecutive season (Phoenix Hagen). ... The China Open named IBM as the the sponsor of the 2013 China Open. IBM will provide data, analytics and cloud computing technologies (China Open). ... Ligue 1 side Paris St. Germain has agreed to a three-year sponsorship with Swiss watchmaker Hublot, making it the official timekeeper and watch of the club. Hublot has a presence at PSG's home ground, the Parc des Princes (Hublot). ... Yahama Motor UK has been chosen as the official outboard supplier for the British sailing team support fleet in the run up to the 2016 Rio Olympics. Yamaha will supply outboard engines on the fleet of 40 RYA support RIBs used for the British Sailing Team (Yamaha). ... Edwards Wildman has announced a partnership with the London Lions Basketball Club and London Lions Sports Foundation. The firm will be providing legal support to the London Lions in relation to the full range of its activities. Edwards Wildman will also provide advice on a pro bono basis to the foundation (Edwards Wildman). ... Coca-Cola has released the official Coca-Cola anthem for the 2014 World Cup World's Cup campaign. "The World Is Ours" by David Correy "will be the soundtrack for the 2014 FIFA World Cup Trophy Tour" (INSIDE WORLD FOOTBALL, 9/26). ... Barcelona players Lionel Messi, Xavi Hernández, Dani Alves and Jordi Alba "will be featured in a new adidas promotion." The four will star in a promotional campaign for new adidas merchandise for the 2014 World Cup (SPORT, 9/26). ... FC Barcelona will "have the same sponsor for each of its four professional clubs: basketball, handball, indoor football and roller hockey -- the sponsor will be logistics company Serveto." It is a "one-season contract with an option for another season." Barcelona said it will "provide further details in the next few days." Serveto was founded in '55 and has offices in Barcelona, Lleida, Spain and Paris (SPORT, 9/26).