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Volume 6 No. 216

Marketing and Sponsorship

Hero MotoCorp Ltd., the world’s largest two-wheeler manufacturer, "has signed a three-year deal to be the title sponsor of the Indian Super League," according to IANS. With this sponsorship, the "much-awaited new football league, promoted by IMG-Reliance and Star India, will be called the 'Hero Indian Super League.'" Hero CEO & Managing Dir Pawan Munjal said, "Football is not just the world’s most popular game; it has today become a phenomenon sweeping across continents. I witnessed this myself while moving from one Brazilian city to another to watch the games at the recent World Cup." Backed by the All India Football Federation, the Hero Indian Super League "is set to usher a new era of football in India." Featuring eight new clubs, the Hero Indian Super League "aims to promote the game of football across India, in the newer markets" (IANS, 7/19).

Second Bundesliga side 1860 Munich "has reportedly reached an agreement with beer partner Hacker-Pschorr to continue their partnership," according to the TZ. Nothing has been signed yet but both parties "have reportedly agreed to extend their deal for several years." The relationship between the club and the brewery "has become strained over the last couple of months." The club's management "has been looking for a new beer partner after Hacker-Pschorr announced that it would drastically reduce its sponsorship." Despite reportedly reaching a new agreement, the brewery "will transfer less money than in previous years." However, it "will remain a sizeable six-digit amount." 1860 Munich and Hacker-Pschorr "have been partners for close to 20 years" (TZ, 7/17).

Polish football club Legia Warsaw "has extended its sponsorship with PepsiCo by a further three years," according to Jaroslaw Adamowski of INSIDE WORLD FOOTBALL. Under the deal, the company's Gatorade brand "will become the official sponsor of the Polish club's Football Academy youth project." As part of the cooperation between the U.S. brand and Legia, which was launched in '11, the club's stadium "is named Pepsi Arena." The amount of the extended contract "was not disclosed by the Warsaw-based side." The previous deal was estimated to be worth about PLN 6M ($2M) per year, according to local news site (INSIDE WORLD FOOTBALL, 7/17).

With the country "still smarting after its ignominious exit from this summer's World Cup, Nike is encouraging Brazilians to forget about that 7-1 thrashing by Germany and look forward to future glory" at the 2016 Rio Games, according to Alex Brownsell of MARKETING MAGAZINE. The 60-second film "tells viewers in Brazil that 'tomorrow starts now,'" with clips of athletes such as sprinter Ana Claudia Lemos, basketball players Leandro Barbosa and Anderson Varejão and volleyball players Clara and Carol Salgado (MARKETING MAGAZINE, 7/18).

Australian Football League side Melbourne Football Club announced a partnership with Akambo Private Wealth for the next three years. Under the arrangement, Akambo Private Wealth will be the official wealth management partner of the club. Components of the partnership include a presence within Melbourne Football Club’s coterie group, the Melbourne Business Community and amongst MFC’s fundraising initiatives (Melbourne FC). ... Europe's largest regional airline, Flybe, extended its long-established shirt sponsorship with Exeter City Football Club for a 12th consecutive year (Exeter City).