Sauber Team Principal Monisha Kaltenborn said that "the negativity surrounding Formula One makes it difficult for teams to attract new sponsors." This season "saw several weeks of confusion and controversy over the qualifying format and Kaltenborn thinks that is a reason Sauber has struggled to find new sponsors." Kaltenborn said, "It's very difficult, you know, because first of all things take their time and you can't push more than you are. And the environment in which people have to invest in here is not an ideal environment" (ESPN, 5/24).
ITALIAN FLAIR: Italians "are noted for their fashion style." Inter Milan has "embodied that principle with the location of a new store in one of the most exclusive corners of Milan, just a stone’s throw from Piazza San Babila and Corso Vittorio Emanuele, Galleria Passarella 2." The black and blue colors of the Nerazzurri debuted in the center of Milan "with the opening of the club’s new Inter Store Milan." The 300-square-meter store "is split over two floors and will be open seven days a week." As well as merchandise, fans "will be able to buy match-day tickets and season tickets" (INSIDE WORLD FOOTBALL, 5/25).
THE LINEUP: Unveiling a "five-star sponsors' line-up" for Cricket Association of Bengal, former India captain and CAB President Sourav Ganguly said that "supporting first-class cricketers was tougher than sponsoring the likes of Mahendra Singh Dhoni and Virat Kohli." Ganguly: "It's easier to support big names like MS Dhoni or Virat Kohli but it's tough to support the first-class cricketers who are yet to make a mark." Having already roped in IDBI Life Insurance to sponsor Bengal team, Ganguly, who is less than eight months into his new role, has inked multi-year deals with Bandhan Bank, Reliance LYF, BMA Stainless Ltd. and Parmpara, with a cumulative value of Rs 5 crore ($742,000) per year (PTI, 5/25).
MARKETING BRIEFS ...
British cyclist Laura Trott has been announced "as the new brand ambassador for growing healthy fast food chain Pod." The chain "is embarking on a three-year ambassadorial role with Trott to support the promotion of its 22-strong restaurant group." Pod "aims to use the tie-up to offer insight into the lifestyle and choices" that have to be made by a pro athlete (FRUITNET, 5/25).
Markets.com renewed its partnership with Arsenal until '19 and will continue its role as the club’s official forex, CFD and binary trading partner for a further three-year term.
The renewed partnership agreement will extend Markets.com’s rights to include branding at domestic fixtures played at Emirates Stadium, as well as providing access to Arsenal’s matchday hospitality experience for its key clients and customers. It will also have a continued presence across Arsenal’s extensive digital media channels (Arsenal).
Scottish League One side Ayr United's shirt launch is "sure to raise spirits at Somerset." Ava Sovisl is the "latest beauty" in a "racy set of promotional photos" (Scotland DAILY RECORD, 5/25).
AA Drink will join the Amsterdam 2016 European Athletics Championships as a national supplier and will be the official sports drink of the event this summer. AA Drink will be available and visible at the European Athletics Championships in the Olympic Stadium (European Athletics).
The West Indies Cricket Board "signed a new agreement" with telecom sponsor Digicel for the next four years. Along with the men's team, Digicel "will also sponsor the women's and the Under-19 teams this time." In addition, Digicel "will help the Caribbean islands develop their coaching clinics to find and nurture players for the future." In a move to further develop the longer format in West Indies, the mobile phone network provider "will also help the WICB broadcast the Professional Cricket League Regional 4-Day Competition, their domestic first-class competition, later this year" (ESPN, 5/25).
