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Volume 6 No. 212

Marketing and Sponsorship

A new Beats by Dre "Hear What You Want" advertisement starring Barcelona player Cesc Fabregas "has not been well-received in either Madrid or Barcelona," according to the EP. Barcelona President Josep Maria Bartomeu said that his club has "requested that the ad be withdrawn." During the commercial, "Cesc takes the bus from his hotel to the stadium as radical fans throw objects at the bus." Bartomeu: "We do not like the message that this sends. Because of this, we have asked that the commercial be withdrawn" (EL MUNDO, 3/23). In London, Rik Sharma reported the advert was ''due to be shown for the first time in Spain at half-time in the Clasico on Sunday night." It was screened in the U.K. on BT Sport "during Chelsea's 6-0 win over Arsenal on Saturday" (DAILY MAIL, 3/23).

CLÁSICO BROADCAST: In Madrid, J.F. Maldonado reported ahead of Sunday's Barcelona-Real Madrid match, Canal+, which had the exclusive rights to the broadcast in Spain, was scheduled to use 28 cameras for the broadcast, "including 'Superslow' and high-speed cameras and one elevated camera traveling 70 meters alongside the pitch." Victor Santamaria of Canal+ said, "We are going to move one camera which in theory does not move during a game. This will make the image that accompanies the game move as it does in video games" (AS, 3/23). In Barcelona, Esther Blasco reported Mediapro, which broadcast Barcelona's 4-3 win outside Spain, "used 300 employees and 22 cameras for the broadcast." One of its "new additions was the use of 4K (Ultra HD) technology." A total of 700 journalists and 200 outlets from five continents "were credentialed for the match" (SPORT, 3/23).

Bayern Munich has extended its partnership with truck and bus manufacturer MAN until '16. MAN will increase its involvement in the club's football and basketball teams. Each partnership -- with the football team since '08 and with the basketball team since '11 -- includes ad presence at the Allianz Arena and Audi Dome as well as player promotions. The core of the partnership is the MAN team bus, which is used by the football team for gameday transportation (MAN). ... The ATP announced that it has extended its partnership with FedEx as a global platinum partner of the ATP World Tour. FedEx maintains an int'l sponsorship program for 17 tournaments across 13 countries including the season-ending ATP World Tour Finals. The FedEx renewal represents the ATP's ninth sponsorship agreement in the last two years (ATP). ... Adidas will supply the kit for debutant Bosnia at the World Cup this year, meaning the German sportswear company "will sponsor nine of the 32 teams in the tournament." Italian-based Legea, one of the smaller players in the sportswear industry, "is the current supplier for Bosnia" (REUTERS, 3/20). ... Portuguese football player Fernando Francisco Reges "has signed a boot deal with Warrior." The Brazilian-born midfielder, who plays for Portuguese Primeira Liga side FC Porto, "will wear boots from the brand’s Skreamer range" (SOCCEREX, 3/20). ... Sports nutrition company Atlantic Multipower "has announced a new partnership with the Movistar Pro Cycling Team and renewed its sponsorship of Cannondale Pro Cycling for the sixth consecutive year." In addition, Multipower Sportsfood "will remain the Official Sports Nutrition Partner for the Giro d’Italia" in '14 and '15 (ISPORTCONNECT, 3/21).