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Volume 10 No. 22

Marketing and Sponsorship

German telecom company Deutsche Telekom has launched its World Cup campaign. As an official partner of the German national team, the company has launched its campaign under the slogan "Echte Fan-Wochen" ("Real Fan Weeks"). For 11 weeks, Deutsche Telekom will offer its customers changing products and service offerings geared toward the World Cup. The campaign will include extensive communication measures, TV and radio commercials, print and online ads, as well as football-themed decoration of Telekom shops. Telekom Deutschland Marketing Dir Michael Hagspihl said, "Barely anything connects people more intensively and emotionally than football. As a German Football Federation (DFB) partner, we cross our fingers for our national team to have a successful World Cup. And with our campaign 'Echte Fan-Wochen' we want to provide fans with unforgettable football moments" (Deutsche Telekom).

Sports retailer Intersport has become the official partner of the Champions Hockey League, which will launch in August. Infront Sports & Media signed Intersport to the three-year deal. Intersport has 5,500 affiliated stores in 44 countries with €10.3B in sales in '13. Intersport will get perimeter board advertising in camera view and full integration across all communication and promotional materials (Infront).

Spanish footballers Andrés Iniesta, Xabi Alonso, Pepe Reina, Santi Cazorla and Juanfran Torres starred in a new commercial for La Roja sponsor Movistar ahead of this summer's World Cup. The ad's slogan is "Nos esforzaremos tanto como vosotros" ("We will try as hard as you all") and "recognizes the 47 million people in Spain who fight to earn victories in their daily lives." The spot features the players "dressed as everyday employees, including Iniesta as a cook and Cazorla and Torres as gardeners" (EP, 4/28). ... Timepiece brand Tag Heuer announced that it has signed Real Madrid and Portugal midfielder Cristiano Ronaldo to a long-term endorsement deal ahead of his appearance in the World Cup. He becomes Tag Heuer's first football brand ambassador, as the brand concentrates much of its sports marketing in motorsports. Ronaldo joins other athlete endorsers such as tennis player Maria Sharapova and F1 driver Jenson Button (Tag Heuer). ... Coca-Cola "has launched a new on-pack promotion" as part of its latest World Cup campaign. Coke "is giving away" 1 million Coca-Cola-branded footballs. The "Win a Ball" promotion will run from April 29 to July 13 (THE DRUM, 4/28). ... Dubai Duty Free have extended their commitment as title sponsors of the Dubai Duty Free Shergar Cup for a further three years, and "have also secured exclusive naming rights to all six races on the unique jockeys competition." In line with this new agreement, all six races on the Shergar Cup card will be raised in value by £10,000 ($16,000) to £40,000 ($67,000) each (GULF NEWS, 4/26). ... The German Field Hockey Federation (DHB) has extended its premium partnership with insurance group Ergo for another two years until March '16. Ergo has been a partner of the federation since '06 (DHB). ... Dutch side Ajax "will sport the logo of children’s charity Fonds Gehandicaptensport on their shirts for all away games" during the first half of the '14-15 Eredivisie season. Ajax Manager Frank de Bour "made the announcement on behalf of the club’s shirt sponsor, Aegon." The financial services company "has taken the decision to donate its sponsorship to the charity, which helps disabled children to participate in sports, for free" (SOCCEREX, 4/28). ... The Mercedes AMG Petronas F1 team has confirmed a new partnership with cycling apparel equipment company ASSOS of Switzerland beginning this season. The agreement sees ASSOS become a team supplier (Mercedes F1). ... Brasileiro side Flamengo signed a sponsorship agreement with nutrition company Herbalife. The supplements brand will become Flamengo's nutrition partner and its logo will appear on the club's training gear as well as the advertising boards at Flamengo's training facility (MAQUINA DO ESPORTE, 4/25).