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Volume 6 No. 235

Marketing and Sponsorship

EPL side Everton announced a new five-year kit deal with Umbro. which will take over from current kit supplier Nike on June 1. Manager Roberto Martinez helped the club launch the new technical partnership. The partnership was announced at a question-and-answer session at Umbro's U.K. headquarters. Umbro will produce all on-pitch and training products for the men’s, women’s and academy teams. The deal also sees Umbro sponsor some of the club’s grassroots programs (Everton FC).

Badminton’s new sponsorship scheme "is continuing to pay dividends, with both players and the Indonesia Badminton Association" (PBSI) finding new sponsors for the coming year, according to Ami Afriatni of the JAKARTA GLOBE. Previously, the PBSI "would sign a sponsorship deal with a single supplier to cover all its activities." But its new chairman, recently resigned Trade Minister Gita Wirjawan, "has opened the market, allowing companies to sign up individual players." The PBSI "has signed a deal with Chinese sporting equipment manufacturer Li Ning to supply equipment and playing kit for the national team." At the same time, "a number of manufacturers are bidding to supply equipment to individual players as well as two of the national team’s coaches." PBSI senior official Joseph Halim said, “The new scheme went very well with big companies such as Yonex, Li Ning and Victor joining the bid" (JAKARTA GLOBE, 2/4).

V8 Supercars has agreed to a three-year deal with Australia's United Petroleum as its official fuel supplier. United Petroleum is an independently owned producer of ethanol, with which V8 Supercars race. United Petroleum will provide Ethanol 85 race fuel for the sport. United Petroleum will leverage the deal within its national network of service stations and convenience stores (V8 Supercars).

Carmakers have "regained a significant role in F1 with new technologies like energy recovery systems being incorporated into cars," according to Rubio & García of EL CONFIDENCIAL. Infiniti, the title sponsor for Red Bull, "is enjoying a singular experience as much from a marketing point of view as from a technology standpoint thanks to its association with Red Bull." Infiniti F1 Activities Global Dir Andreas Sigl said of Infiniti's entry into F1, "Being here in the paddock seems fun, but it is a business program. We have been around globally for 25 years and we launched our U.S. brand in '99, but we did not take off in Spain and Europe until recently. The objective is to become more global and position ourselves as a premium brand. We wanted to be in this segment together with Audi, Mercedes and BMW. And why? Because it means an 11% increase in global market volume, although 50% of profits come from the premium sector." Sigl said of Infiniti's returns since joining F1 in '11, "We wanted to build a brand and increase awareness of our company on a global scale. This is difficult to measure, and it moves very slowly. You have to gain affection over time. In terms of exposure, our first year, in 2011, we made $250 million, in the second year we made $339 million and when we became a title partner in 2013, we gained exposure worth $200 million, making us No. 1 in F1 in this regard" (EL CONFIDENCIAL, 2/3).    

Sports marketing agency Euromericas released a report showing that in Europe, "Barcelona is the club that sells the most jerseys, followed by ManU and Real Madrid," according to SPORT. The "business of shirt sales is an inexhaustible source of revenue." One technique used by companies like Nike, adidas and Puma is "giving each team two shirts -- an official one and an alternate that is completely different." Euromericas' report shows that "in Europe's top five leagues, led by Germany and the U.K., 87% of fans buy their teams' favorite shirts every season" (SPORT, 2/4).

German multimedia sports network Sport1 has launched an online ticket store on its website The company signed a corresponding cooperation with Ticketmaster. The online ticket store will sell tickets to domestic and int'l events in the areas of sports, music and entertainment. The complete sales transaction will be carried out by Ticketmaster. Sport1 GmbH Managing Dir Robin Seckler said, "The multimedia umbrella brand Sport1 stands for top notch live sports and entertainment. Our slogan, 'In the middle of it,' includes the promise of always being close to the action. We share this passion for live experience with Ticketmaster" (Sport1).

Austrian int'l and Bayern Munich player David Alaba "has renewed his endorsement deal with HypoVereinsbank." The 21-year-old and the division of Unicredit "agreed to a two-year extension" (ABENDZEITUNG MUNCHEN, 2/3). ... The Football Conference "is seeking a new sponsor after confirming its three-year deal with an online payment company will end after just 12 months." Skrill agreed to a deal with the league in July, "ending a two-month search for a sponsor of its three divisions." But "the two parties have now mutually agreed to end their arrangement" (BBC, 2/3). ... Havas Sports & Entertainment South Africa has been appointed as the official "Sportainment" agency to manage the commercial partner and match day presentation requirements of the 2014 ICC World Twenty20 tournament, to take place in Bangladesh in March (Havas Sports & Entertainment). ... A seminar for local football administrators and officials "to promote and market Ghana's top flight league" opened in Accra on Monday. The two-day seminar "is being sponsored by SuperSport," the TV rights holder of the Ghana Premier League (XINHUA, 2/4).