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Volume 6 No. 212

Marketing and Sponsorship

The German Hockey Federation (DHB) and kit supplier adidas "will end their five-year partnership at the end of the year," according to the SID. Both sides "confirmed the decision on Wednesday." The field hockey federation, which also lost its main sponsor Hyundai in '12, "will, however, not encounter any financial problems." DHB President Stephan Abel said, "We are now in a better financial state than during our Hyundai days. Since then we have acquired two big partners. In addition, we are now able to market the jersey front on a flexible basis." Abel also said that the federation "has already signed a new kit supply deal." While he did not reveal the name of the new supplier, Abel said that the new deal "has a longer duration and a higher value than the one with adidas" (SID, 3/19).

The Automobile and Touring Club of the UAE (ATCUAE) and Nissan Middle East "have announced a new partnership agreement for the Abu Dhabi Desert Challenge," according to the GULF NEWS. ATCUAE President Mohammad Bin Sulayem, the founder of the event, and Nissan Middle East Managing Dir Samir Cherfan signed the agreement on Wednesday and "revealed the new branding for the rally," the 24th edition of which takes place from April 5-10. The 2014 Abu Dhabi Desert Challenge "sees the Nissan Patrol installed for an 11th year as the official vehicle of the event, which forms the third round of this year’s FIA World Cup for Cross Country Rallies" (GULF NEWS, 3/19).

Pele is now "taking what might be his last shot at profiting from his popularity," and with Brazil hosting this year’s FIFA World Cup in less than three months, the former player is "sweeping up endorsements like he did during his heyday," according to Tariq Panja of BLOOMBERG. Pele in the last 18 months "signed agreements" with Procter & Gamble, Volkswagen, Emirates Airline and Subway, as well as an agreement with Coca-Cola to "show up at locations with the World Cup trophy." The Pele brand "will generate" $25M in revenue this year "from appearances, licensed merchandise, endorsements and a movie" about his life being made by Imagine Entertainment. Pele is the "majority partner" in Sport 10, a company created in '12 to "consolidate the rights to his brand." Legend 10 CEO Paul Kemsley, whose company acts as exclusive sales agent for Sport 10, said that the figure Pele generates "could go as high" as $100M by the time the '16 Rio Games are done. Hublot CEO Ricardo Guadalupe, whose company also inked a deal with Pele, said that Hublot "is paying about $500,000 to associate with Pele." Hublot in return "was allowed to create" a limited-edition watch with a "likeness of Pele performing a bicycle kick." The company also is "planning an advertising campaign and has an agreement for five days’ worth of contact time with Pele." Selling Pele "is a precise operation," with endorsement opportunities "split into three categories: global, regional and national." Emirates on Jan. 16 "signed Pele as a global brand ambassador." England-based entrepreneur Patrick Nally said that after the World Cup, Pele's marketability "probably will wane." Nally: "This is the final swansong for brand Pele to make a significant impact" (BLOOMBERG, 3/19).

Paddy Power "brought advertising into disrepute with its Oscar Pistorius 'money off if he walks' campaign that drew a record 5,525 complaints, the regulator has ruled," according to the PA. The bookmaker's ad "became the most complained-about U.K. ad of all time two weeks ago," partly fueled by an online petition on "objecting to the offer of a refund on all losing bets if the South African Paralympian is found not guilty of the murder of his girlfriend Reeva Steenkamp." The ad, which appeared once in the Sun on Sunday, "showed an image similar to an Oscar statuette with the face of Pistorius," next to text stating: "It's Oscar Time. Money back if he walks. We will refund all losing bets on the Oscar Pistorius trial if he is found not guilty." The Advertising Standards Authority said, "Given the content of the ad, and the prevailing circumstances at the time of its publication, we concluded that it brought advertising into disrepute." The ASA ruled that the ad "must not appear again in its current form." The ASA added, "We told Paddy Power to ensure their future ads did not cause serious or widespread offence and did not bring advertising into disrepute" (PA, 3/19).

A-League Central Coast Mariners announced that Tibet Spring 5100 Water will become its front-of-shirt sponsor for the remainder of the 2014 AFC Champions League Group Stage. Tibet Spring 5100 Water's association with Central Coast began during last season's AFC Champions League knockout phase (Central Coast). ... Australian Football League club Essendon has partnered with the Bully Zero Australia Foundation. Essendon will support the National Day of Action Against Bullying and Violence on Friday (Essendon FC). ... A-League club Sydney FC has signed a three-year partnership with New South Wales housing firm Beechwood Homes, which will become the club's sleeve sponsor beginning next season. Beechwood Homes is upgrading its current sponsorship with the club which began at the start of the '13-14 season (Sydney FC). ... Belgian side RSC Anderlecht has "renewed their primary sponsorship deals with BNP Paribas Fortis and Belgacom until 2017" (SOCCEREX, 3/18). ... German 3rd League football club Hansa Rostock has extended its partnership with real estate group WG Union for another year. WG Union has been a partner of the club since '10. The deal was brokered by sports marketing agency Infront Sports & Media (Hansa Rostock).