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Volume 10 No. 22

Marketing and Sponsorship

British cyclist Bradley Wiggins "has signed a joint venture agreement with XIX Entertainment," managed by Founder Simon Fuller, according to Liam Prenderville of the London DAILY MIRROR. The British cyclist "becomes the latest sportsman to team up with Fuller, the creator of the Pop Idol brand," both in the U.K. and U.S. Other clients include David Beckham, Andy Murray and Lewis Hamilton, "with the brand intending to develop the commercial sides of high-profile sports personnel." Fuller, believed to be worth more than £300M ($478M), "is determined to team up with more sports identities and admitted that Wiggins' success has raised cycling's profile as a whole" (DAILY MIRROR, 11/4). The London DAILY MAIL reported Wiggins, who plans to compete for Team GB at the Rio Olympics in 2016, said, "I am proud of my career to date but still feel there is much to accomplish, both personally and for cycling as a whole" (DAILY MAIL, 11/4).

Sports marketing agency Euromericas has released its list of the athletes who made the most money on endorsements in '13. Euromericas' report, "La publicidad sale a la cancha" ("Advertising leaves the field,") shows the 10 most popular athletes chosen to represent companies. Roger Federer led the list with €68M ($92M) in endorsements, including contracts with Wilson, Credit Suisse and Nike. NBA L.A. Lakers Kobe Bryant was second on the list with €66M ($89M), and followed by NBA Miami Heat LeBron James with €64M ($86.5M). Tiger Woods was fourth on the list with €62M ($83.8M), followed by NFL New Orleans Saints QB Drew Brees with €59M ($79.7M). In sixth place overall, Lionel Messi led all footballers with €57M ($77M), with David Beckham next on the list with €55M ($74.3M), and Cristiano Ronaldo trailing Beckham with €51M ($68.9M) (Euromericas).

Unilever and ManU announced the signing of a three-year regional partnership in Southeast Asia. The new agreement will see Unilever become the club's official personal care and laundry partner in nine countries including Singapore, Malaysia, Indonesia, Vietnam, Philippines, Thailand, Cambodia, Laos and Myanmar. A number of Unilever's personal care and laundry products (such as Clear, Omo and Rexona -- among others) will now carry the ManU crest (ManU). Unilever Southeast Asia and Australasia President Peter ter Kulve said, "This is the first time Unilever has undertaken a partnership of this scale in the region, spanning nine rapidly developing markets" (MANCHESTER EVENING NEWS, 11/4).

Swiss Super League football club Young Boys Bern "has signed a new shirt sponsorship deal with Japanese car manufacturer Honda," according to BLICK. Young Boys "have been looking for a new shirt sponsor since home improvement chain Bauhaus ended its deal with the club at the end of last season." Due to the new three-and-a-half-year deal with Honda, the club "will also end its deal with current car partner Citroën at the end of this year." Honda will transfer an estimate of more than CHF 1M ($1.1M) annually to the club (BLICK, 11/1).

Ford "has become the latest name to be announced as a commercial partner for the Glasgow Commonwealth Games." As part of the package, it will provide more than 1,100 vehicles for use during the Games (THE DRUM, 11/4). ... Germany-based financial institute Deutsche Kreditbank AG (DKB) has extended its title sponsorhip of horse jumping series DKB Riders Tour for another two years until '15. DKB has been a sponsor of equestrian sports since '07 and became the Riders Tour's title sponsor in '10 (DKB). ... Real Madrid will debut "its third uniform, which is orange," against Juventus in a Champions League match Tuesday. Unless UEFA "decides against the uniforms in a pregame meeting early Tuesday, Real Madrid will wear the new uniforms for the first time after they were presented on Sept. 12 and provoked divided opinions among Madrid supporters" (MARCA, 11/4).