Group Created with Sketch.
Volume 6 No. 215

Marketing and Sponsorship

Australian Football League side Sydney Swans will reap about A$15M ($13.9M) in sponsorship revenue this year, believed to be "one of the highest amounts for an Australian sports club," according to John Stensholt of the AUSTRALIAN FINANCIAL REVIEW. The commercial income and a record membership number "should provide a boost in net profit for the Swans this year." Already, the club is one of the AFL's most popular in terms of TV ratings, "with the team being the most watched across any sports clubs in Australia" on Foxtel in '13. Swans President Andrew Pridham said that the Swans "are on the way to at least exceeding" last year's A$647,000 net profit from revenue of A$42.7M. Pridham: "We're clearly one of the best in the AFL in terms of commercial income. . . and our membership is growing." Pridham, also the CEO of investment bank Moelis & Co, said that the Swans are "considering options for some investments outside of football, and also the possibility of upgrading its training and administration facilities adjacent to the SCG." Otherwise, Pridham said that the Swans have "worked hard to sign new and service existing sponsors." Major sponsors QBE Insurance and Volkswagen have committed to the club until '19 and '17, respectively. Swans CEO Andrew Ireland said, "You'll find that as you run out of traditionally sponsorship inventory you have to work harder and be a bit more innovative in the way that you service sponsors" (AFR, 9/1).

A report in Swiss newspaper Blick said that Switzerland-based financial services company UBS is "reducing its annual spend" from about $54M-$32M, according to Andrew Maitland of GMM. UBS, which entered F1 in '10 -- powered by then-CEO Oswald Grubel -- is "scaling down its investment in the sport." The company is now headed by Sergio Ermotti, a Swiss banker, who last year "commenced market research into the wisdom of Grubel's F1 deal." A UBS spokesperson said, "We have always stressed that Formula One is a long-term commitment." UBS has reportedly agreed to a "new, less lucrative contract" with F1 CEO Bernie Ecclestone (GMM, 9/1).

Irish telecom UPC has launched its "biggest ever new season kick-off" with a €2M ($2.6M) marketing campaign, which it said will highlight more sports, according to Karina Corbett of BUSINESS AND LEADERSHIP. The campaign includes "heavyweight TV and radio media advertising across the main national channels" with 45% of the budget targeting broadcast and the remainder focused on print, digital media and outdoor. UPC has "also focused on radio station sponsorship for the first time as the new title sponsor" of Premier League coverage on Newstalk's "flagship sports programme Off the Ball" (BUSINESS AND LEADERSHIP, 9/2).

Bundesliga club Werder Bremen has agreed to a new partnership with online electronics retailer to become the team's new IT partner. will be visible on LED boards inside the Weser stadium during the '14-15 season (Werder Bremen). ... Juventus confirmed an agreement with Trussardi which sees the Italian fashion company continue to be the club’s official formal suit supplier for the next two seasons. Designed by Levriero, the blue pinstripe suits will be worn for the next two terms (Juventus). ... England Hockey and synthetic surfacing supplier Notts Sport announced an official partnership that sees Notts Sport become the official facilities partner. The new partnership means Notts Sport will work with England Hockey to ensure that clubs, schools and local authorities can deliver new and refurbished hockey facilities to help grow the game in communities up and down the country. Notts Sport is the official club weekend partner of England Hockey beginning in '15. The nationwide event runs annually each September, providing a series of events at hockey clubs around the country (England Hockey).

CATCHING SALMON: JudoScotland announced that the Scottish Salmon Company will be its new headline sponsor. The connection between the Scottish Salmon Company and Judo Scotland came from Scottish judoka George Kerr, when the business got involved in supporting judo in the Outer Hebrides, where it has a processing plant and 26 salmon farm sites (JudoScotland). ... Serie A side Torino FC extended its sponsorship deal with the Italian branch of Japanese automotive brand Suzuki for an extra year. The Suzuki logos will remain on the chest of the team's shirts for the remainder of the '14-15 season (SOCCEREX, 9/2).