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Volume 10 No. 22

Marketing and Sponsorship

Havas Sports & Entertainment has launched an online application, Havas ISE, that helps brands gauge where they stand in relation to global sustainability standards. HS&E and marketing firm ignition will also offer consulting services to enhance an event's sustainability, maximize brand engagement and develop communication plans to boost brand image (HS&E).

A Repucom study has found that The Masters golf tournament is the most valuable vehicle for worldwide golf sponsorship. The '13 Masters generated 25% more value per second for player sponsors than the next closest major, the U.S. Open Championship. A variety of reasons factor into this. The Masters has the highest global viewership of any golf tournament. The Masters also has the fewest number of competitors of any major, allowing for more player exposure. The total on-screen exposure for player sponsors in the domestic broadcast at last year's event was five hours and 45 minutes (Repucom).

MediaCom Sport has partnered with Brazilian footballer Neymar. The agency will work with Neymar's management to explore commercial opportunities as part of a three-year agreement (MediaCom Sport). ... The WTA announced a five-year presenting sponsorship agreement with Singapore real estate developer SC Global Developments for the '14-18 BNP Paribas WTA Championships in Singapore. SC Global is developing a new community program, SC Global Tennis For Every Child, designed to widen interest and increase participation in tennis at a grassroots level to build a lasting legacy for Singaporean sport after the Championships conclude (WTA). ... Ricoh UK announced a two-year sponsorship deal with golfer Charley Hull, who currently leads the Ladies European Tour Order of Merit. Hull will sport the Ricoh logo on her hat and will make appearances on behalf of the company. Ricoh sponsors the women's British Open (Ricoh). ... Brewery Guinness will become an official partner of Aintree racecourse for the 2014 Grand National (Diageo). ... Indian badminton player Dipika Pallikal kicked off her sponsoship deal with adidas in the companies' new campaign "all in for #mygirls" (adidas). ... Ligue 1 club FC Nantes has agreed to a four-year kit deal with Umbro beginning with the '14-15 season (Umbro). ... German tiremaker Continental "has struck a deal" with the Asian Football Confederation to become a sponsor of the AFC Asian Cup Australia in '15. Continental "will serve as the exclusive tyre partner and as an official sponsor of the event" (SOCCEREX, 4/2).