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Volume 10 No. 25

Marketing and Sponsorship

Intel has announced a partnership with FC Barcelona that will see the technology firm place its logo on the inside of Barcelona's jersey. Intel CMO Deborah Conrad said, "This is more than a sponsorship to Intel. The technology we are deploying and the programs we are working on together are designed to elevate FC Barcelona into one of the most technologically advanced soccer clubs in the world and to launch an ambitious slate of educational initiatives" (Intel). The deal was brokered by CAA Sports (SBD Global).

LOOK INSIDE: BLOOMBERG's Eben Novy-Williams noted Intel's current ad slogan is "Look inside." Intel VP of Sponsorships David Haroldsen said, "This is a first-time placement of a logo inside of their jersey and a first for a technology company." Haroldsen "declined to provide terms" of what he called a "multiyear" agreement. Syracuse University Sports Management professor Rick Burton said that the logo placement "fits well with the company’s previous 'Intel Inside' ad campaigns." Burton warned that players "must show the logo after scoring in order for Intel to see benefits from what he called a 'really novel idea.'" Burton: "Otherwise Intel may have paid for something that isn’t often seen. Still, it’s a bold move by Intel and links them with one of the world’s most recognized sports brands" (BLOOMBERG, 12/12).

DETAILS OF THE DEAL: FORBES' Mike Ozanian reported the deal is worth $25M. Citing people "familiar with the arrangement," Intel will pay Barca $5M a year over five years and "will make the company the team’s official technology partner." Of particular strategic importance is that the Intel deal "will not cannibalize any of Barcelona’s previously existing sponsorships." Barcelona is "the latest sports team to sign a rich sponsorship deal with a big technology company in recent months" (FORBES, 12/11). REUTERS' Iain Rogers reported Barcelona Dir of Media and Sponsorship Manel Arroyo said that players including Lionel Messi, Neymar and Andres Iniesta "would be under no obligation to display the logo," which will be added to the shirts for the first time in Saturday's La Liga match at home to Villarreal (REUTERS, 12/12).

BP has agreed to a partnership with the Int'l Paralympic Committee through the end of '16. BP has previously worked with the 2012 London Paralympics as well as various National Paralympic Committees. The company has also supported national paralympic committees in the U.K., U.S., Angola, Azerbaijan, Georgia, Turkey and Trinidad & Tobago (IPC).

Ivorian footballer Didier Drogba "has teamed up with Namibia Breweries-owned beer brand Windhoek Lager for a new Africa-wide advertising campaign," according to SOCCEREX. Drogba is "set to feature in a marketing campaign that will include a television commercial, posters, billboard advertising and potentially a public appearance in Namibia." The campaign will launch Thursday with a TV commercial "in which Drogba will chart the brand's journey through its lifetime" (SOCCEREX, 12/11).

Australia's Women's National Basketball League announced that Menora Foods, one of Australia's "leading food marketing and distribution businesses, has become its new naming rights sponsor" until the end of the '15-16 season, according to Jon Pierik of THE AGE. Basketball Australia CEO Kristina Keneally said, "Importantly, this is a crucial step forward in the push for more support from corporate Australia to back women's sport with sponsorship dollars" (THE AGE, 12/13).