Group Created with Sketch.
Volume 10 No. 25

Marketing and Sponsorship

Serie A side AC Milan "announced an extension" of its partnership with kit manufacturers adidas through '23, according to FOOTBALL ITALIA. The German brand has had a deal in place to provide the Rossoneri's kit and training gear until the end of the '16-17 campaign, but Thursday "has seen confirmation that that is extended for another six years." Financial aspects to the deal "are yet to be revealed" (FOOTBALL ITALIA, 10/9). TRIBAL FOOTBALL reported that AC Milan VP Adriano Galliani "is delighted with their 10-year kit deal with adidas." Galliani: "Today, we lay the foundations for writing new pages of this relationship that gave us great satisfaction" (TRIBAL FOOTBALL, 10/10).

Riis Cycling Owner Bjarne Riis "dodged a bullet after Danish investment bank Saxo Bank stepped up its commitment to keep the team alive" for '14, according to Andrew Hood of VELO NEWS. Riis Cycling has "been struggling to fill" the €6M funding gap "left with the acrimonious departure of Russian businessman Oleg Tinkov." Saxo Bank, which has "been a Riis sponsor since 2008, has promised financial backing to guarantee the team for 2014 in what’s an important season for Alberto Contador to take on Chris Froome and Sky." Riis: "This renewed partnership means that for now, the team will once again be Team Saxo Bank. This will give us give time needed to continue this work without too much stress." Riis is "continuing to search for other major sponsors, but the Saxo Bank guarantee will allow them to meet looming financial deadlines to maintain a valid racing license" for '14 (VELO NEWS, 10/10). Saxo Bank CEO Lars Christensen said, "Today is a great day for cycling. These last months, many possibilities have been discussed. The truth is that being here is proof that it is all false. I am lucky to work with Bjarne and our mutual understanding is great" (EL PAIS, 10/10).

Samsung has unveiled its latest Leo Burnett-created ad for Galaxy Gear, featuring footballer Lionel Messi and music from Lorde.The Developer ad "features a version of 16-year-old Lorde's single Royals being sung by a series of children in a post-apocalyptic style city landscape." Filmed on the streets of Barcelona, the two-minute spot "ends with the youngsters running onto a field awaited by Argentine footballer Lionel Messi" (MARKETING MAGAZINE, 10/9). ... SASOL became the first financial contributors to the South Africa Football Association's Development Agency after it announced "an injection" of R3M ($300,000) Wednesday. The three-year deal "has enabled the giant petrochemicals company to once again commit themselves to the development of local soccer as the Development Agency is tasked with implementing Safa's Technical Master Plan," which is known as Vision 2022 (SOWETAN LIVE, 10/10). ... Rugby League World Cup 2013 announced a sponsorship deal with champagne house Laurent-Perrier. Laurent-Perrier becomes the official champagne supplier for the RLWC2013 (RLWC). ... Mondelez Int'l "has signed a sponsorship deal to become the official snacks partner of U.S. Soccer." The company will also sponsor Mexican side Club Deportivo Guadalajara when it plays in the U.S. Financial terms were not disclosed (PORTADA ONLINE, 10/10).