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Volume 10 No. 23

Marketing and Sponsorship

The space on the jersey fronts of the world’s top football teams "is valuable real estate," according to Jack Bell of the N.Y. TIMES. At Raith Rovers, "a modest team in the second division of the Scottish Professional Football League, a confluence of history and opportunity will see the website of the crime novelist Val McDermid displayed on the players’ white home jerseys this season." McDermid’s connection "is partly personal: She is a lifelong supporter of the club." But she also knows that "this is not just any season in the Scottish Championship." Raith’s league opponents this year "will include three of the best-known clubs in Scotland:" Rangers, Heart of Midlothian and Hibernian. That means fans in Scotland and in certain TV markets around the world "will see the address of McDermid’s website." Raith Commercial Dir Tom Morgan said, "Three huge teams in the Championship and a new TV deal make for a unique season in Scottish football. Our shirt sponsor fell out and we approached Val, and she was up for it" (N.Y. TIMES, 8/9).

Algerie Telecom subsidiary Mobilis "has won a marketing and advertising rights auction for the next five years" for the Algerian FA and its national teams, according to TELECOM PAPER. Mobilis "was in competition with the country's two other operators, the five-year incumbent for the contract," Ooredoo (previously called Nedjma), and Djezzy. The Mobilis brand "will be shown" on the men's, women's, U20 and U18 teams, plus match officials. Mobilis bid DZD 2.4B ($30M), compared to Ooredoo's reported DZD 900M ($11M) and Djezzy's around DZD 410M ($5M) offers. Mobilis "already won naming rights for the top two divisions of the Algerian Super Cup for the next three years" (TELECOM PAPER, 8/7).

Puma released a TV ad featuring Usain Bolt in a hot tub "to launch its new brand platform." The ad is called "calling all troublemakers" and was created by JWT New York. The spot is part of Puma’s new "forever faster" brand platform. In addition to Bolt, the new TV ad "features the footballers Mario Balotelli, Sergio Aguero and Marta Vieira da Silver, the golfers Rickie Fowler and Lexi Thompson, and the Scuderia Ferrari Formula 1 team." Puma Global Marketing Dir Adam Petrick said, "Forever faster is about Puma making a statement as a brand and reminding people that we are and will continue to be the fastest sports brand in the world" (CAMPAIGN LIVE, 8/7). ... Basketball Bundesliga (BBL) club EWE Baskets Oldenburg has signed an early contract extension with kit supplier Owayo until '18. The company will continue to provide the BBL team as well as the teams of the Baskets Academy Weser-Ems with its products. Owayo has been a partner of the club since '08 (EWE Baskets Oldenburg). ... FIBA and Toyota on Friday announced they are teaming up for the 2014 FIBA World Championship for Women from Sept. 27-Oct. 5. The Japanese auto manufacturer signed on as a global partner and will be the official car of the women's basketball tournament. The 17th edition of the FIBA World Championship for Women takes place in Istanbul and Ankara, Turkey (FIBA). ... League Championship side Derby County confirmed M&DH Insurance Services as its back-of-shirt sponsor for the '14-15 Sky Bet Championship season. The one-year sponsorship deal will see M&DH’s company logo appear on the back of the first-team's home, away and third kit shirts and shorts (Derby County). ... Italian telecom firm Tiscali "has become a sponsor" of Serie A side Cagliari for the '14-15 season. The company’s branding "will feature on the front of the Sardinian club’s away shirt as part of the deal" (SOCCEREX, 8/8). ... Chelsea "is the world’s first football team to switch to hi-tech LED floodlights to boost players’ night vision." Philips, which has fitted the new lighting system in time for the Blues' preseason friendly against La Liga side Real Sociedad on Tuesday, said that "the state of the art lighting would improve the quality of slow motion replays for armchair supporters and reduce flicker." Unlike conventional lamps, the LED lights do not need to be warmed up first and will "reduce light pollution in the area" (London DAILY MIRROR, 8/8).