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Volume 10 No. 24

Marketing and Sponsorship

Formula E "has appointed Dare to its international creative account," according to CAMPAIGN LIVE. Dare beat three agencies, including VCCP, "and will be tasked with helping to launch Formula E’s inaugural season in September." The agency’s brief "spans all channels" in the 10 host markets. Formula E "is in final conversations with a media agency for the project." It "is expected to spend" more than £15M ($25M) on the campaign (CAMPAIGN LIVE, 6/12).

Second Bundesliga side 1860 Munich has agreed to a two-year extension to its sponsorship deal with vehicles manufacturer MAN, according to SOCCEREX. MAN will also "become a premium sponsor of the club." It "will supply a Neoplan Cityliner coach for the first team as well as six smaller vehicles for youth teams." MAN "will promote the partnership through traditional advertising campaigns as well as online and through social media." No financial terms were released (SOCCEREX, 6/12).

Brazilian singer Claudia Leitte on Wednesday "became an involuntary protagonist of a World Cup anecdote" while addressing the media, according to SPORT. When a Spanish journalist asked Leitte to "pose for a picture with a Barcelona shirt," she was willing, but "FIFA sharply prohibited her from taking the picture." The motive? Adidas and Emirates sponsor FIFA, while the Barcelona shirt is sponsored by Nike and Qatar Airways, "two brands in direct competition with FIFA's interests" (SPORT, 6/12). MUNDO DEPORTIVO reported Leitte was "discussing her preparations for the World Cup Opening Ceremony." Leitte "was scheduled to perform 'We Are One,' the official World Cup song, ahead of the tournament's first game on Thursday afternoon" (MUNDO DEPORTIVO, 6/12).

Construction machinery specialist Cramo has agreed to become an official partner of the Champions Hockey League in a deal that runs through the '16-17 season. Cramo's brand will appear on the helmet and jersey back of each team's top scorer. Cramo will also receive branding on ad boards in TV view and full promotional and website integration. The deal was brokered by Infront (Infront).

Portugal's Cristiano Ronaldo by most accounts already is the top global football player in terms of "sheer marketability," but his closest rivals "will be left in the shade" if Ronaldo makes the FIFA World Cup his own, according to Ben Rumsby of the London TELEGRAPH. Ronaldo's rise to the "unofficial face of Brazil 2014 has not happened by chance." It has been the "product of a carefully calculated strategy from the team behind him," led by long-time agent Jorge Mendes. Ronaldo has been pushed not only through "traditional forms of marketing space -- the billboards and television adverts -- but, crucially, on social media." He already is the "sports star with the most Facebook likes, with 83.3 million, while his Twitter account has attracted 26.6 million followers." While Ronaldo "reveals next to nothing" about himself on Twitter, the "endless endorsements of his various commercial partners and pictures of himself at sponsors’ events underline why he is considered such a precious commodity: this is a man who knows how to play the marketing game." Ronaldo counts Nike, Samsung and Emirates among his many endorsements. However, he is "savvy enough to know that nothing sells him better than his body." That was evident in both his recent Vogue cover with supermodel girlfriend Irina Shayk and his "carefully choreographed goal celebration after his penalty in the Champions League final." He ripped off his shirt and stood -- "muscles flexed -- just long enough for the cameras to get their fill" (TELEGRAPH, 6/11).

Golfer Ernie Els has teamed with China's Venetian Macao resort/hotel. The Venetian Macao logo will appear on his right collar, back of hat and back yoke beginning with this week's U.S. Open (Asian Tour). ... Cornish cider producer Rattler Cyder will sponsor Falmouth catamaran sailors Tom Phipps and Zennor Pascoe at the 2016 Rio Olympics (BOATING CORNWALL, 6/12). ... British BP has become "the official partner of the Baku 2015 European Games." BP will partner with the Baku European Games Operation Committee Games Academy initiative "to help identify and develop professional talent in the country" (AZER NEWS, 6/12). ... Handball Bundesliga (HBL) side Frisch Auf! Göppingen has extended its partnership with construction company Leonhard Weiss for another two years (Frisch Auf! Göppingen).