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Volume 6 No. 215

Marketing and Sponsorship

The "live broadcast rights to Germany's Bundesliga are the biggest assets of Sky Deutschland," according to Ingo Rentz of HORIZONT. With the new Bundesliga season starting next week, Sky "launched a campaign to promote its mobile streaming service Sky Go." The new campaign "is the continuation of the TV campaign featuring Bayern legend Franz Beckenbauer and Borussia Dortmund coach Jürgen Klopp, which started in April." The new 35-second commercial "will air on free-TV channels as well as on Sky." In addition, Sky "will launch radio and print ads along with out-of-home ads." All ads will feature the slogan "Live ist, wo du bist -- nur mit Sky and Sky Go" ("Live is where you are -- only with Sky and Sky Go"). The campaign "was created by BBDO Dusseldorf." Doppelgänger Film and BDA Creative Munich carried out the production of the commercial. Sky said that the campaign's budget is in the low double-digit million range (HORIZONT, 8/14).

The Hopman Cup "has suffered a massive blow less than six months out from the 2015 tournament, with Hyundai ending its long-running sponsorship of the event," according to Bridget Lacy of the WEST AUSTRALIAN. Hyundai "has been a supporter of the mixed-teams event since its inception 26 years ago and became the naming-rights sponsor in 1998." Hyundai "decided not to renew its association with the iconic Perth event when the previous two-year agreement ran out at the end of June." The sponsorship deal was believed to have been worth about A$800,000 a year, while Hyundai "also provided a fleet of 30 courtesy cars to transport VIPs, tournament officials and players last year" (WEST AUSTRALIAN, 8/14). In Perth, Braden Quartermaine wrote despite the setback, the tournament’s future "is under no immediate threat," with the State Government a key backer and "keen to ensure the event remains in Western Australia." This summer’s tournament "runs from January 4-10 at Perth Arena" (PERTH NOW, 8/14).

Premiership rugby side London Irish on Thursday announced isotonic drinks brand iPro Sport as its new community rugby program presenting sponsor and its official isotonic drinks partner. iPro Sport will have naming rights on London Irish rugby camps and clinics and a branding presence in senior team matches. The deal will also see iPro become the official isotonic drinks and water supplier for the senior squad. iPro currently supports clubs from a range of sports including football, cycling and rugby (London Irish).

Second Bundesliga club Greuther Fürth has signed an early contract extension to its partnership with brewery Grüner Bier. The brewery extended its partnership with club, which was set to expire at the end of the '14-15 season, until '20 (Greuther Fürth). ... Tottenham has formed a youth football partnership as part of its drive to develop grassroots football in the U.S. Tallahassee United has changed its name to Tallahassee Tottenham Hotspur and will adopt Tottenham's coaching philosophy. Tottenham will base a member of its global coaching team in Tallahassee to provide the team with full-time support on the ground to ensure and maintain high standards and oversee player development (Tottenham). ... Arsenal and home appliance brand Indesit agreed to a three-year renewal of their partnership (Arsenal). ... Chelsea announced Levy Restaurants UK as its new official catering partner. The collaboration sees an extension of Levy's existing work with the club, which includes serving more than 1 million fans per season on matchdays at Stamford Bridge, in addition to 60,000 non-matchday meals at in excess of 1,000 events (Chelsea). ... Belgium has launched its new home and away strips after announcing adidas as its new kit sponsor through Euro 2016 and beyond. Adidas replaces "little-known Burrda as the kit supplier" and it has released a new all-red home strip and a black and white away strip (London DAILY MAIL, 8/14). ... Premiership Rugby announced Citizen Watch UK as its official timekeeper, marking the start of a new two-year partnership. As part of the partnership, Citizen will receive branding on Premiership Rugby stadium perimeter boards and stadium clocks as well as on-screen TV branding for all Premiership Rugby matches. Citizen has also secured branding rights to Premiership Rugby's "Try of the Week" and "Try of the Month." They will now be called Citizen Try of the Week and Citizen Try of the Month (Premiership Rugby). ... Australian Football League side Adelaide and Toyota have extended one of the longest-standing corporate partnerships in the AFL. The Crows and the car brand, which has been with the club since its inception in '91, have agreed to a new two-year agreement. It means Toyota will be a key part of the club’s 25th season celebrations next year (AFL).