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Volume 10 No. 23

Marketing and Sponsorship

Beats by Dre on Thursday released a commercial titled "The Game Before the Game" that stars Brazil's Neymar, according to Tim Nudd of ADWEEK. Neymar's "pre-game ritual involves talking to his father, whose pep talks are so inspiring, you'd think an agency copywriter wrote them (well, yeah)." Other stars featured in the ad include Spain's Cesc Fàbregas, who "kisses the ring his girlfriend gave him exactly four times; Uruguay's Luis Suarez, who kisses the tattoo on his wrist of his son and daughter's names; and Mexico's Javier 'Chicharito' Hernandez, who prays on his knees as his father taught him." Being a music company, Beats can "also get away with making its ad basically a giant music video." The stars "just slip their headphones on, and away we go." The spot also features the song "Jungle" by Jamie N Commons & The X Ambassadors (ADWEEK, 6/5).

Multi Screen Media "launched an integrated marketing campaign for its newly launched digital sports entertainment brand" -- LIV Sports, according to INDIAN TELEVISION. The campaign "aims at creating awareness about LIV Sports" and positioning it as a premier action and digital sports entertainment destination. The marketing strategy "is inspired by the well established truth that today’s youth, that is always glued to social media has acquired the personalised 'Me, Myself and I' tag." LIV Sports has rolled out a 60-second Graffiti-based TVC "that emphasises the brand’s unique selling points." The brand building campaign "is currently running on the MSM Network channels and will be activated across multiple youth-focused media avenues including on-air, outdoor, radio, in-cinema advertising, digital marketing, social media and BTL activities" (INDIAN TELEVISION, 6/5).

So many "blue-chip marketers are climbing aboard the bandwagon" for the FIFA World Cup that the list "resembles a roster for a premier marketing opportunity like the Olympics or the Super Bowl," according to Stuart Elliott of the N.Y. TIMES. Kia Motors America's World Cup campaign, by the David & Goliath agency, is titled "For one month, let's all be futbol fans." Sportscaster Andrés Cantor and his son, Nicolas, are featured "in a commercial, in English and Spanish, in which the younger Mr. Cantor drives a 2015 Golf GTI as he listens to his father enthusiastically call a match." The "punch line of the spot" is that the senior Cantor "is not on the car radio but seated next to his son." VW's campaign also "includes a sponsorship of an interactive, eight-episode unscripted reality series about soccer, 'Every Street United,' a show from Xbox Originals." Other sponsors of the Microsoft series, which will run from June 15 through early August on platforms like Xbox One, Xbox 360, Skype and Bing, "include Kraft Foods, McDonald’s and 20th Century Fox." Mondelez International's campaign is "centered on a dedicated website" and uses the hashtag #PassTheLove. Marriott International's campaign by IMG Live presents U.S. footballer Omar Gonzalez and ESPN analyst Alexi Lalas "as 'defenders of travel' and will be mostly online, featuring the hashtag #TravelVictories." Listerine also will have its "first-ever World Cup campaign." The campaign, "using the hashtag #PowerToYourMouth, is being handled by a digital agency, MRY, and will play out in real time online through social media." Another "sign of the arrival of the World Cup onto the Mount Olympus of marketing is that several official sponsors of the Olympics or Super Bowl are also official 2014 World Cup sponsors, among them Visa, McDonald’s, Budweiser and Coca-Cola" (N.Y. TIMES, 6/5).

EPL side Sunderland has announced a three-year extension with online Asian bookmaker TLC188 (Sunderland). ... Volleyball Bundesliga club Netzhoppers KW-Bestensee has signed a new shirt sponsorship deal with family owned real estate company Westminster Immobilien. The company's logo will be featured on the front of the team's jersey. The performance-based three-year deal could bring in as much as €220,000 ($299,000) for the club (Netzhoppers KW-Bestensee). ... Bupa has extended its deal to remain the official health insurance partner of UK Sport. Bupa will support UK Sport’s Medical Scheme (AMS), which provides medical insurance to support athletes in their recovery from injury, delivered alongside the English Institute of Sport, UK Sport’s science, medicine and technology arm. Two-time cycling world champion Becky James will become an official Bupa ambassador (UK Sport). ... Ford has strengthened its partnership with New Zealand Cricket, signing on as a Blackcaps team sponsor. The sponsorship agreement will see the car manufacturer extend its support for New Zealand’s favorite summer sport. The Ford logo will feature prominently on the Blackcaps playing shirts for all matches in New Zealand and abroad. In addition, Ford’s increased sponsorship under the new agreement will also be acknowledged on the playing uniforms of the White Ferns, NZA and NZ U19 teams (NZ Cricket). ... Nutrition company Herbalife, in partnership with Cristiano Ronaldo, announced the launch of "CR7 Driven to Perfection," a social media campaign calling on fans from around the world to submit videos describing what drives them to succeed (Herbalife).