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Volume 6 No. 212

Marketing and Sponsorship

When Brazil hosts the World Cup later this year, "it will be like having the Super Bowl every day for an entire month," according to Laurel Wentz of AD AGE. Eight marketers "are paying Brazil's dominant TV network Globo" a total of $600M for a TV presence around the football games and related coverage. At $75M per sponsor, that is the equivalent "of almost 20 thirty-second Super Bowl spots each for AmBev, Coca-Cola, Banco Itau, Johnson & Johnson, Hyundai, Nestle, wireless business Oi and local retailer Magazine Luiza." What "does a 20-Super-Bowl-spot budget buy you on Brazil's TV Globo?" Marketing Dir Anco Saraiva "breaks it down." He said that "each of the eight marketers will get a minimum of 1,120 video insertions." That includes 451 thirty-second TV commercials, hundreds of quick mentions with visuals when announcers talk about World Cup games, and 359 vinhetas, five-second commercials created by Globo "that feature four marketers at a time and run at the beginning and end" of football games and other programming, and during commercial breaks. Although ads "will not get the kind of wild acclaim and intense scrutiny that Super Bowl spots draw in the U.S.," Brazilian ad agencies for World Cup sponsors "are in overdrive churning out enough new TV ads so viewers do not get bored." For marketers in Brazil "who really want to double down" on their football, Globo also offers a separate package for non-World Cup football this year (AD AGE, 1/22).

Samsung Electronics Australia "has launched a multi-million dollar campaign to leverage its global sponsorship" of the Olympics, of which Samsung Electronics is the Worldwide Olympic and Paralympic Partner in the wireless communications equipment category, according to MARKETING. The company has also sponsored Australian Olympians Alex Pullin and Scotty James and Paralympian Jessica Gallagher. It is also a partner of the Australian Olympic Team, providing all athletes and team officials with a Samsung smartphone (MARKETING, 1/24). AD NEWS' Rosie Baker reported Samsung "is also funding" a Winter Olympics TV show "Roy and HG’s Russian Revolution @ Samsung Stadium" hosted by sports commentators Roy Slaven and HG Nelson that will air on Network Ten. The content "will also be available on Samsung's Stadium app." It has also "forged collaborations between Aussie athletes and artists as part of the 'Design Your Moment' campaign aims to inspire athletes to go for gold at the Games" (AD NEWS, 1/24).

Global aquatic sports brand arena has landed the sponsorship of the swimming world’s governing body, FINA. The new deal positions arena as official sponsor and technical partner at all FINA’s major events, including the world long and short-course championships, the world junior championships, and the world masters championships. In addition, the three diamond brand will also be FINA’s exclusive supplier of swimwear, sportswear, swimming equipment, and training aids for all officers, staff and volunteers involved in the events  (arena).

Liverpool FC announced Vauxhall Motors as its automotive partner in Europe until the end of the '15-16 season. Vauxhall Motors, which has a manufacturing plant at Ellesmere Port near Liverpool, "adds to its U.K. football sponsorship portfolio" which currently sees them partner with all four Home Nations (LIVERPOOL ECHO, 1/24). ... Puma "has extended its partnership with Bayern Munich defender Dante Bonfim Costa." The Brazilian national team player "has been playing in Puma shoes since the '09-10 season." Dante "will be part of Puma's brand communication strategy in the areas of football, fitness, training and lifestyle" (W&V, 1/24). ... EPL side Aston Villa striker Christian Benteke "has hired The Sports PR Company to handle reputation management." The agency "will look after international PR and sponsorships for Benteke," who is also a member of the Belgian national team (PR WEEK, 1/23). ... Infiniti Red Bull Racing extended its partnership with Casio through the '14-15 season. The Casio logo will be present on the driver's race suits as well as the team kit. The logo will also be displayed on the nose of this year's RB10 car and its '15 successor (Red Bull Racing). ... A-League side Central Coast Mariners extended its kit sponsorship with Mars Food Australia's MASTERFOODS brand through the '14-15 season (Central Coast). ... The forthcoming Omega Dubai Desert Classic "received a major boost" with CNN Int'l continuing its association with "golf in DUBAi" as the event’s int'l media partner. CNN Int'l ad sales’ in-house production unit, Turner Commercial Productions, "will produce and broadcast commercials to promote the tournament" across Europe, Africa, the Middle East and Asia Pacific, "bringing an unprecedented level of exposure for the event, which has become the torchbearer for golf in the region" (GULF NEWS, 1/26). ... Qatar Golf Association and the European Tour announced a three-year extension of the Commercial Bank Qatar Masters at the Doha Golf Club (European Tour). ... Scuderia Toro Rosso "has signed a sponsorship agreement" with Sapinda Holding B.V. for the upcoming season. The Sapinda Holding logo "will be visible on the drivers’ and mechanics’ race suits and on the mirrors and front wing end plates of the cars." Sapinda Holding is a privately owned Principal Investment holding company, "which focuses on investment opportunities across continental Europe, Asia and Africa" (PADDOCK TALK, 1/24).