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Volume 6 No. 215

Marketing and Sponsorship

La Liga side Espanyol signed a sponsorship agreement with gaming technology provider Power8 for the next seven seasons, according to Juan Terrats of EL PERIODICO. The deal is worth a total of €30M ($41M) -- €4.5M ($6M) per season. Power8 will have its name on Espanyol's stadium and "will become the club's principal shirt sponsor, replacing Cancún." Espanyol is "trying to have Cancún move its name to the back of the shirt or to the shorts, as the club wants to continue to count on Cancún's sponsorship." Power8 has sponsored EPL side Fulham for the last five months and has "an important commercial relationship with Everton" through '15. This agreement "will become the most important sponsorship in Espanyol history" (EL PERIODICO, 6/13). As part of the agreement, Power8 will have a dominant presence at Espanyol's Cornellá-El Prat stadium, which will officially be called Power8 Stadium. Espanyol President Joan Collet said that the club is fulfilling one of the principal objectives of its commercial strategy and called the agreement an example of the club's potential and its future possibilities (Espanyol).

Samsung launched its World Cup marketing campaign #Selfie4England on Friday. The campaign asks fans to post their #Selfie4England to Samsung Football Facebook or Twitter, and will then give fans prizes including signed England shirts and state-of-the-art Samsung products. Samsung will also be providing fans with daily video content from Brazil through its Facebook page. Samsung recently announced a partnership with the FA and as the official consumer electronics & smartphone supplier to the England team (Samsung).

Brazilian and Chelsea midfielder Willian has signed an endorsement deal with Brazilian soft drink manufacturer Guaraná Antarctica. Willian will appear in advertising for the soft drink brand with some of his national teammates. Willian: "I was 15 when I won the World Cup Guaraná Antarctica in 2004. Was a very special moment. I took it to my life, like a dream to be able to return for the national team and now I am taking this opportunity" (Guaraná Antarctica). Willian is a former participant in the World Cup Guaraná Antarctica youth football tournament, which begain in '04. He is part of Brazil's World Cup squad, but did not appear in Brazil's 3-1 win over Croatia in the opening game (SBD Global).

The 2014 Glasgow Commonwealth Games unveiled Kellogg's as its latest sponsor. Kellogg's will be the event's official provider of cereal snacks and will supply its Nutri-Grain cereal bars for the athletes and workers (Glasgow 2014). ... The Austrian Football Federation (ÖFB) has extended its partnership with marketing agency sporteo for another three years. Sporteo will be in charge of all field signage for the ÖFB Samsung Cup. The deal will run through the end of the '16-17 season and has an option for an additional year. Sporteo has been a sponsor of the federation since the '11-12 campaign (sporteo). ... The Hannover Marathon has signed a new title and main sponsorship deal with Airport Hannover. The new three-year deal will start with the marathon's '15 edition on April 19. The new name of the event will be "HAJ Hannover Marathon" (Hannover Marathon). ... EPL side Sunderland announced a two-year deal with Thorn Lighting Ltd. Thorn will provide a new, upgraded floodlight system at the Stadium of Light ahead of next season (Sunderland). ... League Championship side Birmingham City announced that Carbrini will be the club's kit supplier for the '14-15 season (Birmingham City).