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Volume 6 No. 211

Marketing and Sponsorship

Reebok is "turning to sponsorship deals with prominent fitness groups to try to revive a venerable name that has faded" since it became part of Germany's adidas sportswear group eight years ago, according to REUTERS. The sports shoe and clothing brand is "winning converts among hardcore sports enthusiasts and aims to build on this support to make up ground it has lost to rivals such as global market leader Nike." Former triathlete Steve Antcliff said, "They had a sticky patch, but now the shoes and gear are good." Adidas "hopes to revive Reebok" after paying $3.8B for the company in '05 "in order to take a larger slice of business" in the U.S., the world's "largest sportswear market" with sales of $80B (REUTERS, 10/2).

National Rugby League club Parramatta Eels "are still without a head coach, but a year to forget" has "finally hit a bright spot with new sponsorship deals" worth more than A$1M ($940,000) announced on Wednesday, according to Chris Barrett of the SYDNEY MORNING HERALD. Property developer Dyldam "will replace" long-time backer Pirtek as the club's major sponsor for the next three seasons, while online betting group Unibet "have signed on as well as a back-of-jersey sponsor." The two deals "are valued at more than" A$1M a year. Parramatta CEO Scott Seward said, "These two deals collectively are the biggest sponsorship in the club's history. The jersey now and the brand on it is worth more than it's ever been" (SMH, 10/2). In Sydney, Nick Walshaw reported Seward insisted that the new partnership "will also aid the club in its bid to find a replacement" for coach Ricky Stuart. Seward: "It’s a sign of faith in the club, in the players, administration and board." Asked about their search for a coach, which is believed to be led by former caretakers Jason Taylor and Brad Arthur, Seward said, "We’re definitely at the pointy end of discussions now but it’s not something we can rush" (DAILY TELEGRAPH, 10/3).

Man City has renewed its deal with Paddy Power as the club's official betting partner for the U.K., Ireland and Italy. As part of the two-year extension, which runs through the '14-15 season, Paddy Power will tailor online services to Man City supporters through a combination of offers and bets around key fixtures during the season. Both parties will also aim to develop marketing opportunities by leveraging contractual access to first-team players for promotional activities and the use of hospitality offerings at the Etihad Stadium (Man City).

Netball Australia has received a boost on the eve of the domestic int'l season with the launch of a new Coles partnership in Adelaide on Wednesday. Coles will become the official supermarket sponsor of Netball Australia’s School Program and naming-rights partner for the upcoming Test series, which includes three Tests against the New Zealand Silver Ferns and two Tests against the Malawi Queens. The Coles Netball Schools Program encourages teachers, principals and sports coordinators to register to become school ambassadors to ensure netball has a continuous presence in schools. The partnership will see Australian Diamonds Madison Browne (Melbourne Vixens), Rebecca Bulley (Adelaide Thunderbirds), Kim Green (NSW Swifts), Demelza McCloud (Queensland Firebirds) and Natalie Medhurst (West Coast Fever) visit schools as ambassadors (Netball Australia).

Swiss Super League side FC Thun has agreed to a limited shirt sponsorship deal with software company Schneider. The company's logo will be featured on the players' chests during the club's five UEFA Europa League games ahead of the winter break starting with the game against KRC Genk on Thursday (FC Thun). ... Second Bundesliga club FC St. Pauli has signed a sponsorship deal with ecological energy provider LichtBlick (FC St. Pauli). ... The non-profit organization of Bundesliga club Hamburg SV and the city, Hamburger Weg (Hamburg's Way), launched a crowdfunding website on Monday. The website will present and introduce social projects which aim to help people in Hamburg. The goal of the initiative is to publicize those projects and finance them through small and large donations (Hamburg SV). ... Bundesliga clubs VfL Wolfsburg and Eintracht Braunschweig, which are both sponsored by the Volkswagen Group, will switch their regular shirt logos during this season's two derbies. On Saturday, Wolfsburg will replace the "e-up!" logo with the logo of the children's charity "A chance to play." During the return leg, which will take place in mid-March, Braunschweig will sport the "A chance for play" logo instead of car brand "Seat" (VfL Wolfsburg). ... Scottish Pro12 rugby side Glasgow Warriors signed a sponsorship deal with local dairy business Rowan Glen to become the club's official dairy supplier. Rowan Glen will be "pitching in" to support the squad’s strict nutritional plan, providing a weekly delivery of fresh local dairy products to Scoutstoun Stadium (Glasgow Warriors). ... League Championship club Derby County and tool supplier Total Hire and Sales have agreed to a deal to sponsor the South Stand at Pride Park Stadium for the '13-14 season (Derby County FC). ... Red Bull Racing has renewed its deal with convenience store company CU, which will be its official team partner at the South Korean F1 Grand Prix for the third consecutive year. CU will see its logos featured on the overalls of world champion Sebastian Vettel and Mark Webber throughout the race weekend, as well as on both RB9s (Red Bull Racing). ... During La Liga side Real Sociedad's Champions League game Wednesday against Bundesliga side Bayer Leverkusen, Real wore jerseys featuring the phrase, "Basque Country." The jerseys were part of a "joint promotional effort with the government to promote the region as a destination for tourists" (LIBERTAD DIGITAL, 10/2).