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Volume 6 No. 217

Marketing and Sponsorship

Australian world champion slalom canoeist Jessica Fox wants ''hard-working'' female athletes to get "substantially more support from the corporate world, but says they are at the mercy of an unfortunate Catch-22," according to the AAP. Fox, who became world champion in her C-1 event last month, lamented that "women are damned both ways in a world where big businesses and broadcasters are far more interested in lucrative revenue opportunities from male-dominated sports such as rugby league, the A-League and men's cricket." Fox: ''At the end of the day if we don't show female sports on TV, how are sponsors going to want to sponsor women? And if we don't support the women how do you expect us to get results? It's a bit of a Catch-22.'' It was after her "fairytale silver medal" win in the K-1 event that she attracted the attention of her current sponsor, car manufacturing company Kia. Fox: ''It's hard and I'm not the only one who's probably struggling, because you do feel like the sponsors want to be shown on TV or recognized as well. But girls don't get on TV that often. A lot of them are hard-working girls who are doing the sport because they love it. Some of them have to work, most of us are studying. We're doing the complete balancing act'' (AAP, 10/17).

Telecom company Telefónica announced that it has renewed its sponsorship of cycling team Movistar for three seasons through '16, according to the EFE. It is "a sweet moment for Movistar," which just earned the Int'l Cycling Union's No. 1 ranking after its cyclist Beñat Intxausti won the Tour of Beijing. Telefónica Sponsorship Dir José María Sanz Magallón said, "Telefónica hopes that its sponsorship of Movistar will become an opportunity for innovation and development in the digital world, since the team is one of the most active on social media" (EFE, 10/16).

Betting provider BetVictor is the new sponsor of the Queen Mother Champion Chase at Cheltenham in March. BetVictor will also "support two other top two mile chases, the Tingle Creek at Sandown and Exete'rs Haldon Gold Cup as part of the 'Road to Cheltenham'" (SKY SPORTS, 10/16). ... Procter & Gamble Canada on Wednesday announced that it will sponsor 12 Canadian Olympic and Paralympic hopefuls as they prepare to represent the country at the 2014 Olympics. P&G also announced the launch of the "Thank You Mom" campaign, which is part of the company's partnership with the IOC (ISPORTCONNECT, 10/16). ... Dairy manufacturer Ehrmann has signed a two-year shirt sponsorship extension with Bundesliga side Freiburg. The deal was brokered by Infront Sports & Media. The Ehrmann brand will be featured on the team's kit, on static ad boards, cam carpets and LED boards in the club's home ground (Infront).