Marketing and Sponsorship
La Liga side Espanyol's partnership with the Mexican state of Quintana Roo, which began three years ago, will "continue for three additional years," according to the EFE. The Espanyol kit, however, will now feature advertising for Quintana Roo tourist destination Riviera Maya instead of Cancún, which will "disappear from the front of the Espanyol shirt." The Riviera Maya logo will appear on the left sleeve of the club's shirts and on the front of the shorts. The club's decision to "free up the front of the shirt is linked to its new sponsorship deal" with gaming technology provider Power8, which becomes the new principal shirt sponsor (EFE, 7/13). The EFE reported in a separate piece Espanyol President Joan Collet called the partnership with Power8 an "expansion" of the club's brand. Espanyol's seven-year deal with Power8 is worth a total of €35M ($47.5M). The deal with Power8 was announced on June 13 "but was not officially presented until Tuesday" (EFE, 7/15).
Barclays appointed Havas Sports & Entertainment "as its global lead sponsorship agency, following a pitch process of over 20 agencies," according to THE DRUM. The appointment "is understood to have seen Havas SE beat Fuse and Octagon on the final shortlist and will see the agency use its global network across 20 countries to support Barclays' international sponsorship." The agency’s remit "will include the bank’s Premier League and ATP World Tour Finals, as well as CSR-led partnerships with Beyond Sport and Barclays Spaces for Sports" (THE DRUM, 7/15).
South African Airways announced its commitment to supporting the South African Sports Confederation and Olympic Committee (SASCOC) to "deliver Team South Africa to various global multi-coded sporting events with immediate effect and continuing through to Rio 2016 Olympic and Paralympic Games," according to SPORT 24. The announcement, which comes "just ahead of the 2014 Commonwealth Games in Scotland," was made at a press conference held in Johannesburg. The three-year sponsorship is "in the form of air tickets, which enables participating athletes and officials to fly to various sports destinations in the 2014-2016 period leading up to the Rio Olympic and Paralympic Games." SASCOC president Gideon Sam said, "The issue of travel is always a vital part of our planning and strategy here at SASCOC" (SPORT 24, 7/15).
Race organizers announced on Tuesday that pensions and retirement specialist Friends Life "has become the first title sponsor of the Tour of Britain," according to the PA. Friends Life sponsored the inaugural Women’s Tour in May and "has followed up its support of cycling by sponsoring the Tour of Britain, which takes place in September" (PA, 7/15). The BRISTOL POST reported the sponsorship "brings together the most prestigious British male and female professional road races under one banner." The sponsorship "will also include the Friends Life Yellow Jersey, which will be worn each day by the race leader." Friends Life "will also be supporting the Tour Ride, a mass-participation event to take place in October" (BRISTOL POST, 7/15).
Bundesliga club FC Schalke has signed a new sponsorship deal with China-based telecom Huawei. The club's new IT partner will install WiFi technology at the Veltins Arena. In addition, Huawei will receive ad space on LED boards in camera view and other marketing assets (FC Schalke). ... Second Bundesliga side FC Ingolstadt has agreed to a new sponsorship deal with Primus Print. The two-year deal provides Primus Print with hospitality rights, stadium signage and promotional space on the club's official website (FC Ingolstadt). ... Embattled Australian tennis player Bernard Tomic has been dropped by global management company IMG" (SPORTSBUSINESS JOURNAL, 7/14 issue). ... The British Olympic Association "has secured a new partner with Krow communications coming on board as an official provider." The London-based agency "will be the official provider of strategic marketing communications." They "will work with the BOA in the build-up" to the 2016 Rio Games (ISPORTCONNECT, 7/15). ... The World Marathon Majors have chosen Infront Sports & Media as a long-term partner to support their marketing operations. Infront will handle the first-ever integrated sponsorship platform across the intercontinental series, consisting of six marathons -- Tokyo, Boston, London, Berlin, Chicago and N.Y (Infront). ... Ligue 1 club Lille OSC has agreed to a two-year sponsorship deal with European camping holiday specialist Vacansoleil. The firm’s logo "will be emblazoned on the back of Lille’s playing shirts throughout the next two French league seasons in a deal brokered by Infront Sports & Media." The agreement "also includes the use of club marks in Vacansoleil promotions and branding at games" (SOCCEREX, 7/15). ... Top-tier Polish football club Lech Poznań has renewed its "partnership with beer brand Lech Pils." The Kompania Piwowarska subsidiary’s logo "will be emblazoned on the back of Lech Poznań’s playing jerseys in all matches for three years," as of the start of the '14-15 Ekstraklasa season. No financial terms were announced (SOCCEREX, 7/15).