Group Created with Sketch.
Volume 6 No. 196

Marketing and Sponsorship

The England and Wales Cricket Board has "signed a four-year contract with Royal London to become the headline sponsor of all domestic one-day cricket from next season," according to SKY SPORTS. Royal London, which is described as the U.K.'s "largest mutual life and pensions company," will back one-day cricket at int'l, county and recreational level from next season, "completing a restructuring of ECB sponsorship." The ECB now has "different backers for each of the game's three formats," with Investec for Test cricket and NatWest for Twenty20 cricket, while LV= "will continue to back the County Championship" (SKY SPORTS, 11/7). MONEY MARKETING's Michael Glenister reported the deal, which starts next year, "will include the Royal London men’s and women’s one-day internationals, the Royal London one-day country cup, the Royal London national club championship, and the Royal London junior county cup." The firm announced plans last month "to scrap the Scottish Life, Bright Grey and Scottish Provident brands." They will "all be brought under the Royal London name over the next two years" (MONEY MARKETING, 11/7).

Health researchers warned on Thursday that New Zealand sport is "awash with junk food" sponsorship by multinational food giants with an "unhealthy influence on the country's rising obesity rates," according to XINHUA. A study by the University of Otago Health Promotion & Policy Research Unit indicated that rugby had the "most unhealthy sponsorship by far." Lead researcher and associate professor Louise Signal said in a statement that the "wide availability and promotion of junk food in sport undermined the sport sector's efforts to promote healthy eating to players and was at odds with the healthy nature of sport." Signal: "Given the alarmingly high rates of overweight and obesity among our children, the saturation of junk food in sport needs to be examined" (XINHUA, 11/7).

Samsung has launched a global GALAXY 11 campaign that chronicles the journey of the world's best football players attempting to save the planet from alien domination. Samsung enlisted int'l footballer Franz Beckenbauer to serve as manager of GALAXY 11, and will announce the first player recruited to join the team as captain on Monday via social media and the campaign's website. The campaign follows the recruitment and training of the GALAXY 11 team as it prepares for a winner-take-all match against aliens (Samsung). WORLD FOOTBALL INSIDER reported Samsung has revealed that "it is behind a series of alien-like symbols and cryptic messages displaying the message #WinnerTakesEarth that have appeared on iconic landmarks and at games around the world." Promotional activity over the past two weeks has included "a projection of the circular symbol and hashtagged message onto Rio de Janeiro's Sugarloaf mountain." And Bayern Munich fans "were bemused by eleven men dressed in black robes featuring the symbol at the Allianz Arena two weeks ago." Robed individuals, all displaying similar symbols, seen at recent home matches for Chelsea FC and Juventus FC "also piqued interest." Billboards in N.Y.'s Times Square and football pitches at Hackney Marshes in London "have been used to support the campaign" (WORLD FOOTBALL INSIDER, 11/7).

The Turkish Basketball Federation has signed a long-term partnership with Infront Sports & Media. The agreement intends to support the sport's development in Turkey, with the core focus on the TBF's BEKO Basketball League -- making Infront the exclusive global marketing and media partner. The partnership covers media and marketing on a national and int'l level. For the first time, Infront will offer centrally marketed sponsorship packages across the TBL, the second-most popular sports league in Turkey after football. Six exclusive sponsorship packages for brands will be available. Infront will be authorized to distribute the league's int'l media rights, and will also service and sell existing rights moving forward (Infront).

Real Madrid and Versace have signed an agreement for the Italian company to clothe the coaching staff and players throughout the season (Real Madrid). ... Handball Bundesliga (HBL) club Füchse Berlin has signed a new main and shirt sponsorship deal with travel company Spar mit! Reisen. The deal, which will run until the end of the '14-15 season, includes an extensive ad package as well as the company's logo being featured on the front of the jerseys (Füchse Berlin). ... Super League rugby side Castleford Tigers agreed to a new kit sponsorship deal with Riverside Car Sales. As part of the agreement, the Castleford-based used car dealership's logo will feature on the back of the Tigers' home and away playing shirts throughout the '14 Super League season (Castleford Tigers). ... Global Rallycross has signed a multi-year agreement with Red Bull as the series’ title sponsor and official energy drink. The partnership will mark the first primary sponsorship for Global Rallycross since its inception in '11 (Global Rallycross). ... The Int'l Cricket Council is inviting companies interested in becoming its global partner to provide an expression of interest and request a sponsorship proposal. The ICC global partner will receive exclusivity within its product or service category and a premium association with world cricket. The sponsorship package includes rights to the 2014 ICC World Twenty20 in Bangladesh and the 2015 ICC Cricket World Cup in Australia and New Zealand as well as other non-major global ICC events (ICC). ... Ligue 1 club FC Nantes "has agreed a new sponsorship deal with Spanish low-cost airline Volotea." Volotea will become the official carrier of Nantes for the '13-14 season. The company "will receive branding presence at Nantes’ La Beaujoire-Louis stadium, along with on the club’s digital platforms." In exchange, Volotea "will provide Nantes fans with special rates for flights" (SOCCEREX, 11/7). ... David Beckham "will be named the face of Belstaff’s 2014 global advertising campaign." The company "will also unveil a special Beckham for Belstaff Collection" (WOMEN'S WEAR DAILY, 11/7). ... Real Madrid and the Saudi Telecom Company will officially announce the renewal of their int'l sponsorship agreement Friday (Real Madrid).