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Volume 6 No. 214

Marketing and Sponsorship

Swedish Allsvenskan club Djurgården "have renewed their sponsorship deal" with finance provider Prioritet Finans, according to SOCCEREX. Prioritet Finans’ logo "will appear on the front of the Stockholm club’s playing shirts" throughout the '14 season. Financial terms "were not released." The deal "includes an option to extend" to '16. In addition to shirt sponsorship, Prioritet Finans "will also receive in-stadia branding at Djurgården’s Tele2 Arena home ground." The firm "is also the front-of-shirt sponsor of Allsvenskan rival IFK Göteborg" (SOCCEREX, 4/1).

Nike on Tuesday launched the first part of its 2014 football campaign #riskeverything. The launch included the release of a commercial starring Real Madrid's Cristiano Ronaldo, Barcelona's Neymar and ManU's Wayne Rooney and shows their preparations for the World Cup. The commercial opens with Ronaldo on his way through an airport and later surrounded by fans clamoring to see him. Meanwhile, Rooney dresses in his hotel room as commentators mention that he has never scored for England in a World Cup. Neymar, who has recently started wearing the No. 10 shirt for Brazil, watches supporters from inside the team bus (Nike).

Motorsports governing body FIA "has extended its deal with building supply wholesaler Würth as the official supplier of the Asia Pacific Rally Championship for the '14 season" (SPEED MAGAZIN, 4/1). ... National Rugby League club Sydney Roosters have appointed Futures Sport and Entertainment as its "new research agency for the next three seasons." Futures will provide market-leading data and insights into the multimedia value of all Roosters sponsorship properties, including for new major partner Peugeot (Future Sport and Entertainment).