Chelsea Manager Jose Mourinho "has signed up as Yahoo's global football ambassador ahead of the 2014 FIFA World Cup," according to Maisie McCabe of MARKETING MAGAZINE. As part of his role as football ambassador Mourinho "will provide analysis on the tournament for Yahoo." He "will also develop exclusive behind-the-scenes content on his own Tumblr page." It is the first time Mourinho "has done any form of social media." Yahoo VP of Int'l Marketing Robert Bridge said, "It's a strategic partnership, using our own platform to drive digital engagement, creating emotional connections between Yahoo and people's offline interests" (MARKETING MAGAZINE, 3/6).
Marketing and Sponsorship
Alcoholic drinks maker Martini made its multi-year agreement with Williams F1 team official on Thursday (Williams F1). ... Qatar Airways has announced a partnership to become the official carrier of the CHI Al Shaqab Int'l Equestrian competition. The six-day event begins Monday at the Al Shaqab Int'l Equestrian Club (Qatar Airways). ... Chinese teen golfer Janet Lin Xiyu "has signed with IMG for worldwide management and marketing representation." The China No. 2 joins China's top player and first major winner, Feng Shanshan, at IMG (SPORTASIA, 3/5). ... Ligue 1 Evian "have renewed their kit deal" with Italian sportswear brand Kappa for another three years. Kappa ''will provide matchday and training wear" to the Ligue 1 side until the end of the '16-17 season, "as well as producing new lines of replica merchandise for supporters." The financial terms of the deal "were not released" (SOCCEREX, 3/5).
SHARP DRESSED MEN: The Bosnian and Herzegovina FA "has struck deals with Hugo Boss and Tom Tailor to provide clothing for players, staff and officials" at the Brazil World Cup. Tom Tailor "will provide casual clothing, with Hugo Boss supplying formal wear for the team’s trip to Brazil in June." The deals "do not affect the team’s current kit supply deal with Italian firm Legea" (SOCCEREX, 3/5). ... FC Barcelona has agreed to a partnership with online trader IronFX Global. IronFX Global becomes Barcelona's official partner with global association (except for Spain), marketing and promotional rights for the use of the FC Barcelona brand and players (FC Barcelona). ... Etihad Airways has added int'l footballer Patrick Vieira to its Guest Ambassador Program (Etihad Airways). ... The UFC has agreed to a two-year sponsorship deal with bookmaker Unibet for the U.K., Ireland, Scandinavia, Belgium, Netherlands, France and Australia (UFC). ... Second Bundesliga club Arminia Bielefeld "will reportedly extend its shirt-sponsorship deal with men's shampoo brand Alpecin." The shampoo brand "became the club's official main and shirt sponsor on Nov. 29 after the its previous sponsor getgoods.de had to file for bankruptcy" (LIGA2 ONLINE, 3/5). ... Rafael Nadal signed an agreement to serve as an ambassador for Spanish bank Banco Sabadell, with the deal expected to be finalized April 2. Nadal "becomes the fourth sports professional to link up with the bank," following Lionel Messi, Spanish synchronized swimmer Gemma Mengual and Bayern Munich coach Pep Guardiola (MUNDO DEPORTIVO, 3/6).