Group Created with Sketch.
Volume 10 No. 24

Marketing and Sponsorship

Dubai Duty Free "has signed a new contract with Golf in Dubai, reaffirming its role as a patron of the Omega Dubai Desert Classic for a further three years," according to GULF NEWS. The airport retailer’s new deal "coincides with DDF celebrating its 30th anniversary and the Omega Dubai Desert Classic its 25th." DDF has "been a key supporter of all major sporting events in the Emirate," including the Dubai World Cup and the Dubai Rugby 7s. DDF "is also a corporate patron of the Emirates Golf Federation and sponsors the Dubai Duty Free UAE Nationals Cup, Dubai Duty Free Golf Cup and the Dubai Duty Free Seniors Cup" (GULF NEWS, 1/9).

Infiniti, the title partner of Red Bull Racing's F1 team, has become the first F1 team sponsor to pass the $1B AVE TV value in the '13 season. Infiniti, which entered F1 in '11, is now the No. 1 most exposed team partner in the sport, measured by calculating the amount of on-screen branding of the official qualifying and race broadcasts. Repucom Senior VP of Global Motorsport Nigel Geach said, "TV audiences which drive this value across the world are holding up well and with the increase of second screen activity and changing consumption of media -- Formula One is still proving to be one of the biggest value returns in global sport" (Repucom).

Swedish football club Östersund is to receive more than 500M krona ($76M) "to educate Libyan footballers," according to Philip O'Connor of REUTERS. Superettan side Östersund Chair Daniel Kindberg said, "From a Swedish perspective, it is absolutely the biggest soccer-related deal that has been signed." Kindberg said that the five-year deal, funded by the Libyan state, "would bring 60 Libyan players to the town from the beginning of March to the end of November, increasing to 250 players in the second year." The players will move to Östersund, some 460km north of Stockholm, "where they will study English, computers, sports management and sports administration as well as play football" (REUTERS, 1/8).

German golfer Marcel Siem "has signed a multi-year equipment deal with Wilson Staff." Siem: "I've always admired the unmatched susses of the brand at the majors, and I'm looking forward to compete in even more majors with my new clubs" (GOLF POST, 1/8). ... Handball Bundesliga (HBL) club Füchse Berlin has agreed to a new premium partnership with former professional football player Axel Lange, who owns a Berlin-based insurance company. Lange heads Germany's largest Generalli Versicherung's department. The partnership is set for two years (Füchse Berlin). ... German Hockey League (DEL) club Hamburg Freezers signed a new sponsorship deal with electronics retailer MEDIMAX (Hamburg Freezers). ... Second Bundesliga club VfL Bochum "has extended its shirt sponsorship deal with discount supermarket Netto for another year." The current deal has been extended until June 30, 2015 (RADIO BOCHUM, 1/9). ... German 3rd League football club Stuttgarter Kickers revealed that the logo of fashion company s.Oliver will be featured on the sleeve of the team's jersey for the remainder of the season (Stuttgarter Kickers). ... Rado announced Polish tennis player Agnieszka Radwanska as its global brand ambassador in the world of tennis. Radwanska will be seen wearing the Rado HyperChrome Automatic Chronograph in white high-tech ceramic (Rado). ... Nike's "Ordem" will be the official ball of the upcoming Copa Libertadores club competition, which will kick off Jan. 28 (CONMEBOL). ... French carmaker Peugeot has chosen tennis player Novak Djokovic as its int'l ambassador. Peugeot has partnered with Djokovic during a year that also marks the 30th anniversary of its partnership with the French Open (Peugeot).