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Volume 6 No. 212

Marketing and Sponsorship

A study by market research institute Monheimer Institut found that "many Germans do not know the title sponsors of the 18 Bundesliga clubs," according to W&V. The study asked people between the ages of 18 and 70 how well they know the current main sponsors of Bundesliga clubs. Sponsors such as Postbank (Borussia Mönchengladbach), AL-KO (FC Augsburg), Seat (Eintracht Braunschweig) and Alfa Romeo (Eintracht Frankfurt) "were only recognized by about 10%." Bayern Munich's sponsor, Deutsche Telekom, "on the other hand was able to increase its awareness from 27% in '11-12 to 40% in '13-14." Women especially "had trouble correctly identifying the team's sponsors." Sixteen of the 18 main sponsors of Bundesliga clubs "were correctly identified by less than 10% of women" (W&V, 3/12).

BUNDESLIGA MAIN SPONSOR AWARENESS
Club
Main Sponsor
(Previous Sponsor)
Awareness '13-14 Awareness '11-12
Bayern Munich
Deutsche Telekom
40% 27%
VfL Wolfsburg
Volkswagen
39%
30%
Borussia Dortmund
Evonik
28%
22%
FC Schalke
Gazprom
27%
27%
Hamburg SV
Emirates
25%
16%
Werder Bremen
Wiesenhof
(Targo Bank)
21%
13%
Hertha Berlin
Deutsche Bahn
21%
21%
VfB Stuttgart
Mercedes-Benz
(Gazi)
20%
12%
Hannover 96
TUI
17%
16%
TSG Hoffenheim
SAP
(Suntech)
16%
5%
Borussia Mönchengladbach
Postbank
11%
9%
FC Nuremberg
NKD
(Areva)
11%
8%
SC Freiburg
Ehrmann
11%
7%
FC Augsburg
AL-KO
10%
6%
Eintracht Frankfurt
Alfa Romeo
10%
-
Bayer Leverkusen
LG Electronics
(Sunpower)
10%
6%
FSV Mainz
Entega
6%
6%
Eintracht Braunschweig
Seat
4%
-
Source: Monheimer Institut

Medical insurance firm IMQ will be the new principal sponsor of Spanish Basketball League (ACB) side Bilbao Basket through the '17-18 season, according to EL CORREO. Bilbao Basket will debut its new shirts featuring IMQ's logo on March 23 against Real Madrid. The agreement "will mean a ball of oxygen for the club's battered coffers and will allow Bilbao to, among other things, make payments to players, coaches and team employees." In addition to "providing the financial flexibility to finish the season, the deal will create a buffer of stability" for the next four years (EL CORREO, 3/13).

The German national football team "could switch its kit supplier in '18," according to the SID. German Football Federation (DFB) Marketing Dir Denni Strich said, "Of course, we will first talk to our long-time partner adidas. In addition, it is part of our duty to know the market and if necessary examine other options, which could include Nike." The U.S. company "has already shown great interest in signing a deal with the DFB in the past." In '07, Nike offered the federation €500M, €250M more than adidas. However, the DFB decided to extend the contract with adidas, which expired in '11, until '18 (SID, 3/12).

Hyundai has selected Brazilian Kaká and Spaniard Iker Casillas "as its worldwide brand ambassadors" for the Brazil World Cup, according to Raunak Awasthi of CAR DEKHO. Casillas is currently playing as goalkeeper with Real Madrid. He has played in three World Cups. Hyundai also chose Chelsea's Oscar Emboaba as its local brand representative in Brazil. Both of these players "will be with Hyundai for a year long campaign" which includes TV commercials and print ads, holdings and customer engaging activities both online and on-site (CAR DEKHO, 3/11).

Australian Football League club Melbourne announced China Southern Airlines as its new platinum-plus partner in '14. The world's fourth largest airline will become the cub's second-highest commercial partner. The deal includes brand presence on the club's media backdrop, scroll and parapet signage at Melbourne Cricket Ground, website adverts and match day activations. Discussions began in '10 when Melbourne played Brisbane in the Shanghai Showdown as part of the World Expo (Melbourne). ... Triple J Enterprises will sponsor the Guam FA. Triple J's sponsorship will continue until the end of '15 and "includes the official vehicle of GFA, a 2014 Ford Mustang and naming rights for the Robbie Webber Youth Soccer League" (KUAM, 3/12). ... Aegon has appointed RPMC "to deliver its corporate hospitality at a number of tennis events," including Wimbledon and the Barclays ATP World Tour Finals at London's O2. RPMC will also support Aegon’s corporate hospitality and ticket management for the home Davis Cup and Federation Cup matches, The Aegon Championships at The Queen’s Club in London, The Aegon Classic in Birmingham and The Aegon Int'l in Eastbourne (CIT MAGAZINE, 3/12). ... The Marussia F1 Team has extended its partnership with Armin Strom, which will remain its official timing partner for the fourth straight year. Armin Strom's logo will continue to be on the MR03 race car, the team's trackside environment and on Max Chilton's racesuit (Marussia F1).