Marketplace Roundup: Adelholzener Signs Deal With Former Germany Captain Philipp Lahm
German water brand Adelholzener "has signed a deal" with Bayern Munich defender and former German national team captain Philipp Lahm. Adelholzener "will for the first time launch a nationwide TV-ad campaign, with Lahm in the leading role." He "will also be featured in print, PR and social media campaigns." The TV commercial "Be Water," which will launch over the weekend, "was created by agency Jung von Matt/Alster" (W&V, 3/30). ... Rafael Nadal will star in an int'l campaign promoting Spanish food called "Nacido en España. Admirado en el mundo" ("Born in Spain. Admired in the world.") The campaign, rolled out by Spain's Ministry of Agriculture, Nutrition & Environment (MAGRAMA), "intends to use the values exhibited by Nadal that Spain offers to the world, like a passion for things well done and the search for perfection" (EFE, 3/31). ... New Balance on Monday announced a longterm partnership with the Panamanian FA (FEPAFUT). New Balance will supply kits and training wear to Panama's men's and women's senior national teams as well as the beach and futsal teams. Panama is the first national team to sign with New Balance and joins clubs including Liverpool, Portuguese side Porto and Scottish Premiership club Celtic as partners of New Balance (FEPAFUT). ... Tennis player João Souza "closed a sponsorship" with Brazilian supermarket Alabarce. The supermarket chain "justified" the sponsorship because of Souza's latest moves, including being "acclaimed for a match lasting longer than six hours during the Davis Cup" (MAQUINA DO ESPORTE, 3/30). ... UEFA "renewed its exclusive marketing deal with TEAM Marketing for a further six seasons" from the end of the '14-15 season. It "has an option to extend for a further three years if it meets performance criteria." TEAM "will continue as the exclusive agency for the global marketing of the media, sponsorship and licensing rights to the UEFA Champions League, the UEFA Europa League and the UEFA Super Cup" (INSIDE WORLD FOOTBALL, 3/31).
AUDI GOES CRICKET: County Championship side Worcestershire CCC acquired another major partner for the '15 campaign with car dealer Worcester Audi becoming the county's back of the shirt sponsor for the LV = County Championship. The Audi brand will be highlighted on the 150th anniversary shirt in four-day cricket and will gain extensive exposure this season in cricket's top flight and at the various Test playing counties that make up Division One (WCCC). ... Hotel group Accor is to become the "official supplier" of Roland-Garros in Paris for the next three years of the French tennis tournament. The group's "luxury brand," Sofitel, will be "responsible for the concierge service at the partners' village during the tournament and the area reserved for the players." The company will have a reception area in the village during the tournament to "welcome partners and investors" (TRAVEL WEEKLY, 3/30). ... Australian Football League side Sydney Swans announced that Betta Home Living has joined the club as a premier partner. The two-year sponsorship will see Betta Home Living, a leading independent retailer group providing home appliances and furniture, connect closer to fans on matchday and through the club's digital channels. Part of the sponsorship involves video pieces with Swans players demonstrating AFL tips to fans on how to "Be a Betta footballer" (Sydney Swans).
