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Volume 10 No. 22

Marketing and Sponsorship

Golf's European Tour "received a financial boost on Tuesday when Emirates signed up as its airline partner and agreed to double the number of tournaments in which it invests," according to Keith Weir of REUTERS. In a four-year deal, the Dubai-based airline said that "it would support a further 10 events, in addition to the nine it was already involved with." Financial terms "were not disclosed." Emirates "is heavily involved in sponsorship of a number of sports," having naming rights to the Arsenal football stadium in north London. It "is also a backer" of F1 motor racing (REUTERS, 12/17). GULF NEWS reported along with its existing nine European Tour golf events culminating with the prestigious DP World Tour Championship in Dubai, "Emirates has now added the BMW PGA Championship, the Nordea Masters, the D+D Real Czech Masters, the Aberdeen Asset Management Scottish Open, the Portugal Masters, the Italian Open, the Joburg Open, the South Africa Open Championship, the Nelson Mandela Championship and Perth International" to its int'l schedule. Emirates "will benefit from highly visible branding across European Tour tournaments and the Tour's media and digital platforms." In addition to enhanced hospitality rights, "Emirates will also have its own exhibition booths within the tented village areas of the tournaments" (GULF NEWS, 12/17).

Neymar is "set to become the new face" of Italian eyewear brand Police, agreeing to become its brand ambassador in '14, according to Craig Hope of the London DAILY MAIL. Neymar "is following in the footsteps -- or lenses -- of David Beckham, as well as Hollywood actors Bruce Willis, George Clooney, and Antonio Banderas" (DAILY MAIL, 12/17). The PA's Martyn Ziegler wrote in a tweet that it was a two-year deal worth $7M (Twitter).

Ligue 1 Paris St. Germain CEO Jean-Claude Blanc "has stated the club's ambition to establish themselves in 'the top 10 of brands' in world sport" and rival the likes of Real Madrid, Barcelona and ManU, according to ESPN. Blanc told Les Echos that the French champions "are not finished yet." He said, "Our ambition is to make Paris St. Germain a global sporting brand. We want to get into the top 10 of brands along with Real Madrid, Barcelona, Manchester United, Ferrari or the All Blacks." A document destined for PSG President Nasser Al Khelaifi and leaked in the French media recently showed how the club plans "to make a five-fold increase in their budget" from the relatively modest €93.9M it had to spend in '10-11 to the €540M ($742M) it hopes to generate by '16-17 "to enable them to compete with the planet's biggest clubs." Blanc: "We have to win, but we also have to give ourselves the means to win. That's why, between now and 2015, want to build a budget of €500 million ($687M). Then we'll be in the same category as a team like Real Madrid. We've come a long way." The majority of the new money flooding into the club "will come from the recently announced agreement with the Qatar Tourism Authority," which could be worth up to €200M ($275M) annually (ESPN, 12/17).

Bundesliga club FC Schalke has extended its sponsorship deal with online betting provider The deal includes ads on LED boards in camera view and in the media area of the Veltins Arena (Schalke). ... Second Bundesliga club Fortuna Düsseldorf has renewed its partnership with sports equipment company Derbystar until June '17 (Fortuna Düsseldorf). ... Japanese ad and media agency Dentsu "has signed a five-year deal to become the official marketing partner of the J. League from 2014." The deal will see Dentsu "sell marketing and sponsorship rights on an exclusive basis for J. League matches and tournaments" (SOCCEREX, 12/17). ... League Two side Mansfield Town FC "have signed A1 Flue Systems as a new club sponsor." The locally-based company "specialises in the design, manufacture and installation of chimney, flue and exhaust systems." The deal will see the A1 Flue Systems brand displayed on ad hoardings around the Stags' 10,000-seat Field Mill stadium for the remainder of the '13-14 season (SOCCEREX, 12/16).