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Volume 6 No. 211

Marketing and Sponsorship

Photo by: DFB (Screenshot)
Recently launched sports marketing agency JvM/sports "has won the German Football Federation's (DFB) contract for a nationwide public image campaign," according to Tim Theobald of HORIZONT. The campaign "is intended to increase the public profile of amateur football and will include TV, print, radio, online and social media measures." In addition, live communication and merchandise products "are also planned." The campaign will have the slogan "Gib dem Amateurfußball (D)ein Gesicht" ("Provide Amateur Football With (Your) A Face"). The campaign will be officially presented at the DFB's 41st Bundestag meeting in Nuremberg on Oct. 24-25 (HORIZONT, 9/27).

Indian cricketer Virat Kohli "is setting the world of brand endorsements alight," according to Samidha Sharma of the TIMES OF INDIA. The Indian captain-in-the-making, "whose exploits on the field, combined with his youth, good looks and never-say-die attitude, makes him a winner off the field too," has inked a Rs 10 crore ($1.6M) per annum deal with adidas. The three-year contract, "perhaps the most lucrative to be signed by an Indian sports star," will see Kohli endorsing the brand's apparel and shoes. Kohli has also struck a Rs 6.5 crore ($1M)-a-year deal with a tire brand that had "master batsmen Sachin Tendulkar and Steve Waugh as its ambassadors." The two deals "will see Kohli topping the likes of Indian skipper Mahendra Singh Dhoni and Tendulkar in terms of annual earnings per brand endorsement." Kohli, who turns 25 later this year, pocketed around Rs 40 crore ($6.4M) from endorsements last year, "but that sum may swell up substantially with these two deals in his kit bag." Currently, "he lends his face to as many as 13 brands, including Pepsi, Toyota and Cinthol deodorants." Kohli's annual endorsement fee "has seen a meteoric rise over the past year," rivaling the likes of Bollywood actor Ranbir Kapoor, "the hottest brand ambassador in the film industry." Till last year, "the cricket star used to command" Rs 3 crore ($480,000) per brand annually, which went up to Rs 6 crore ($960,000). The Rs 10 crore a year deal with adidas "propels him to a different league altogether" (TIMES OF INDIA, 9/27).

The Int'l Cycling Union (UCI) signed a five year agreement with Italian-based REMO for the production of all the UCI’s official uniforms. The agreement was signed in Florence, Italy, by new UCI President Brian Cookson and REMO Founder Martin Havik during the UCI Road World Championships (UCI). ... European Handball Federation Marketing GmbH has extended its partnership with leading int'l sports betting company for a further season. has been an active sponsor of the EHF Champions League since the '06-07 season (EHF). ... Cambodian football club Phnom Penh Crown has signed a one-year agreement with Thai sports apparel firm FBT that will see its senior and junior academy squads decked out in playing and practice kits as well as receive other gear such as tracksuits, rainwear, bags, balls and bibs (PHNOM PENH POST, 9/27). ... The British Basketball League has agreed to a retail deal with SportsDirect. The company will begin retailing official Spalding BBL apparel in November. The move follows the league inking a five-year kit deal with Spalding in April (BBL). ... Construction firm MCM, which was to "exploit the advertising" on Barcelona's La Masia training facility, is to sue Barcelona for €100M ($135M) for "breach of contract, and is set to present the legal action" on Wednesday in the Barcelona Civil Courts. MCM "signed an agreement with the Catalan club for the use of the façades of the new Masia, the profits to be equally shared out." After two years under contract, MCM "considers that Barcelona has repeatedly failed to comply with the terms and conditions of this agreement" (MARCA, 9/27).