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Volume 6 No. 216

Marketing and Sponsorship

Hyundai is “stepping up” its social media strategy for the World Cup as it "looks to engender loyalty among football fans by creating content that brings the experience of Brazil to Britain," according to MARKETING WEEK. Hyundai has been an official sponsor of the FIFA World Cup since '02, and "recently inked a deal" to extend the partnership through '22. Hyundai U.K. Marketing Dir Andrew Cullis said while it has previously used the sponsorship to raise awareness of the brand it now wants to start building a more “sustainable fan base.” This year’s campaign "will target armchair football fans, typically those aged over 35 and with a family." Cullis said that the aim "is to offer those stuck in the UK who won’t get to experience Brazil first hand to get a feel for the country and the tournament and to reappraise Hyundai as a 'more progressive and creative brand.'" Hyundai has partnered with YouTube channel Copa 90 "to create the content, rather than doing it itself, to make the programmes 'more meaningful.'" It will air 13 shows reviewing the host cities, as well as interviews with sports fans, celebrities and locals, on YouTube. Hyundai "will also promote them on its social media channels and through direct marketing" (MARKETING WEEK, 6/2).

Spanish-language broadcaster Univision "has seen a doubling of digital ad spend on its properties compared to the last World Cup," according to Michelle Castillo of ADWEEK. On the U.S. national team homepage, a Chips Ahoy ad "is running in Spanish." Sporting News Media Chief Revenue Officer Rich Routman said that approximately 40% of brands interested in advertising on int'l football website "want their message to specifically reach Hispanic eyeballs." The games "are especially lucrative for digital properties, considering that soccer doesn’t have natural breaks in the game for commercials." VML Managing Dir of Analytics/Insights Eric Beane said that digital budgets "have gone up" since the last World Cup, and more brands "are taking advantage of online interactive opportunities for die-hard fans." Beane: “We’re seeing a lot of clients trying to reach emerging markets and a global audience. [Soccer] is the right platform to do that.” One of’s advertisers, Gatorade, "is using the site to tout its Unreal Around the World global contest." Even ESPN "has seen an increase in interest for its Spanish-targeted properties." AT&T will sponsor its digital interactive World Cup bracket "in both English and Spanish." ESPN Deportes "will boost the main U.S. English broadcast with more than 12 hours of live news and coverage daily." ESPN Exec VP for Global Multimedia Sales Eric Johnson said, “In many places around the world, we are a digital-first company. It’s going to be the halo for our [soccer] coverage and our umbrella brand for our digital venture during the World Cup” (ADWEEK, 6/3).

Sports marketing agency Jung von Matt/sports "has signed a deal with Bundesliga club FC Schalke to draft and create an image campaign," according to Ingo Rentz of HORIZONT. The campaign, which will launch under the slogan "1000 Freunde - unzählige Kumpel" ("1,000 friends - countless lads"), "will focus on the club's values of tradition and passion." In addition to posters, the campaign "will use online and social media channels." Work on the campaign "started nine months ago" (HORIZONT, 6/2).

China-based Yingli Solar is banking on its sponsorship deal for the 2014 FIFA World Cup "to boost sales after posting losses over the past three years." Yingli Solar first became involved with the World Cup in '06. It is "even more involved in this year's event." The company "has provided 27 solar power units for all Brazilian cities that will host the games, as well as solar power charging stations at the main media hub and media centers at six stadiums" (WANT CHINA TIMES, 6/3). ... Adidas and Brasileiro club Fluminese agreed to a five-year extension. The deal is reported to be better financially for the club than the previous agreement and comes a year after rival Flamengo agreed to terms with adidas (Fluminese). ... Real Madrid has presented the two uniforms it will wear for the '14-15 season. Under the slogan, "Wear them or fear them," Real debuted the new uniforms in a video revealing that the primary shirt will be white, while the club's secondary uniform will feature pink shirts, shorts and socks (EP, 6/3). ... The German Handball Federation (DHB) has signed a partnership deal with health insurance provider AOK. The federation's new exclusive health partner will be featured on the jersey of the men's national team. The four-year deal will run until Dec. 31, 2017 (DHB).