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Volume 10 No. 22

Marketing and Sponsorship

The upcoming Premier League season will see marketers "picking up where their World Cup strategies left off and building sponsorships around year-long media plans," according to Sebastian Joseph of MARKETING WEEK. Whereas "previous efforts would have been separate to wider advertising campaigns, brands are uniting smart media planning, customer insights and daring creative ideas to exploit those moments of influence that will have the most impact on football fans." For Subway, the approach aims to "influence attitudes and perceptions towards its health and wellbeing positioning." Subway is working with Liverpool to "create a road map of reactive posts, videos and promotions that fit into its wider, annual advertising calendar." Carlsberg is "building a hub, developed in partnership with The Marketing Store, that tracks potential viral content from football fans to amplify across its own channels." It comes as Carlsberg "shifts more of its global marketing budget from TV to social content." Carlsberg UK Dir of Brands & Insight David Scott said, "If you're buying TV then that's money committed two months before the consumer sees it and it's tied up. The key thing for us is keeping money back and having a tactical budget so that when we see something that's trending then we can put more money behind it to amplify out to the masses." In a "marked shift from previous years, Puma is turning to real-time, digital interactions to push a more dynamic positioning throughout the Premier League season." Puma has built a "complex marketing programme" to "spearhead the charge, relying on a blend of media partnerships, PR, social media and POS to drive engagement around reactive content." James Hough, managing director of MediaCom Sport, which is working with Subway to "develop its Liverpool FC sponsorship strategy," said, "You've got to work harder to make fans feel like they are involved in the experience you're promoting" (MARKETING WEEK, 8/11).

Nissan debuted its "Engineers of Excitement" campaign platform at Tuesday’s UEFA Super Cup match, "kicking off the brand’s lucrative four-year sponsorship of the Champions League with a 10 second teaser of what’s to come," according to THE DRUM. With "innovation and excitement lying at the heart" of Nissan’s Champions League program, the activity -- which stars new brand ambassadors Andrés Iniesta and Thiago Silva -- "aims to harness excitement both on and off the pitch." Nissan Europe VP of Marketing Bastien Schupp revealed the brand’s sponsorship of the Champions League was a “massive and a logistical challenge” that Nissan needed to embrace because “not many people have a bad opinion [of Nissan], but most are quite indifferent.” Schupp said, “By using this massive platform we can explain what innovation and excitement mean as part of the Nissan brand.” Iniesta and Silva "will help the brand introduce new innovations to football fans, playing a leading role" in the brand’s advertisements. Schupp: "We needed to find a way to link Nissan to football and we didn’t want to just advertise cars in the middle of the matches." Of Nissan’s partnership strategy, Schupp said, "We look for big properties that have a strong media value and we look for sports that are accessible as we don’t want to be seen as elite or very exclusive. Football is a territory we think fits well with our brand and this is by far the biggest sponsorship we’ve ever signed" (THE DRUM, 8/12).

Arsenal named Europcar an official club partner. Europcar will promote its partnership with the club in territories around the world including South Africa, the U.S., and selected countries in Asia and Latin America and throughout Europe. The three-year partnership will afford Europcar branding at all domestic fixtures played at Emirates Stadium, with digital marketing rights also extended throughout Arsenal’s online and social media channels (Arsenal).

Dairy brand Pauls committed to A-League side Brisbane Roar for a further two years. Pauls has re-committed as the naming-rights sponsor to the Pauls Roar Active Program -- Australia’s biggest grassroots football program -- and the Pauls Family Zone at Suncorp Stadium. The Pauls logo will also continue to hold its place on the sleeve of the club’s jersey (Brisbane Roar).

Bundesliga club FC Cologne renewed its partnership with Ford for another year until the end of the '14-15 season. Ford will remain the club's car partner and provide players, coaches and club officials with its vehicles. Ford has been a partner of the club since '94 (Ford). ... Man City announced a new partnership with QNet. The three-year partnership will see the wellness and lifestyle company become the club’s official direct selling partner (Man City). ... Puma and Newcastle United announced a long-term extension to their partnership which will see the global sports brand remain the club's official kit supplier into the next decade. Puma has supplied the club's kit, replica and training wear since the '10-11 season and this announcement follows on the heels of the reveal of the club's '14-15 Puma home kit (Newcastle). ... League Championship side Nottingham Forest has sealed a seven-figure shirt sponsorship deal for the '14-15 season with Fawaz Refrigeration and Air-Conditioning. Fawaz also sponsored the club last season (Nottingham Forest). ... Fulham has named Motor Village its official car partner for this season. Under the one-year deal, Motor Village will supply the club with a fleet of vehicles for matchday shuttles and shuttles for the player care and academy departments on non-matchdays (Fulham). ... The Spanish Football League (LFP) has signed an agreement with Satellite Information Services for the management and distribution of live statistical data for betting agencies. The agreement will last three years, starting with the '14-15 season, and will cover 2,500 matches (LFP). ... British biscuit manufacturer McVitie’s became a shirt sponsor of Serie A side Genoa ahead of the new season. The company’s parent brand, United Biscuits UK, "was announced as the club’s new sponsor late last week." No financial details were available (SOCCEREX, 8/12). ... Ridgeway Volkswagen will return as official vehicle partner for Premiership Rugby side London Irish. Ridgeway Volkswagen branding will appear on the rear of the first team playing shirts for all Aviva Premiership, LV= Cup and European Rugby Challenge Cup fixtures. The company will also receive branding, marketing rights on matchdays and replica jersey branding. As part of the sponsorship Ridgeway has provided the club with Volkswagen Golf’s and Caddy vans, to be used for the club’s community projects (London Irish).