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Volume 6 No. 212

Marketing and Sponsorship

Arsenal partnered with Universal Pictures to "help promote a number of upcoming film releases, including Illumination’s Despicable Me 3," according to FC BUSINESS. The partnership "will provide Universal Pictures with LED perimeter board exposure at domestic fixtures played at Emirates Stadium." The studio will also "receive access to first-team players to create content and promotional assets" around film releases, as well as Arsenal’s digital channels. Universal Pictures will also provide supporters with exclusive content and entertainment at upcoming Junior Gunner and club events (FC BUSINESS, 6/16).

Rocker and lifelong Notts County fan Jake Bugg will be a shirt sponsor for the League Two side in November, according to the BBC. The 23-year-old Nottingham-born folk and indie rock singer "is one of 10 sponsors" who agreed to month-long deals during the '17-18 season. Each sponsor "will see their logo appear on the front of the players shirts during their chosen month." Bugg, who owns two platinum discs for his self-titled debut album from '12, has released three albums so far (BBC, 6/15).

EPL side Swansea City announced a sponsorship deal with an American IT company "which will help protect the club against cyber threats," according to Paul Turner of WALES ONLINE. Silicon Valley-based security company Barracuda Networks is the Swans’ first sleeve sponsor. The value of the deal has not been disclosed, but it has been described as "an ongoing arrangement." Swansea COO Chris Pearlman said that the club's IT security system "needed a major upgrade." He said, "With Barracuda now on board, not only do we have peace of mind that our network is safe, but we are also able to manage the network via a single pane of glass." It is the first season that the Premier League has "allowed clubs’ shirt sleeves to carry a sponsor," with the Swans one of "only a few clubs" to confirm a sponsorship deal ahead of the '17-18 campaign (WALES ONLINE, 6/16).

The All India Football Federation expanded its agreement with Indian motorcycle and scooter manufacturer Hero MotoCorp. The company will become a major sponsor of all of India’s national sides, with a brand presence at stadiums for all home games through pitchside electronic boards, "as well as across the teams' various social media platforms." It is the first time that the Indian national team will have a sponsor since an agreement with Panasonic ended in '12 (SOCCEREX, 6/16).

Australian Football League side West Coast Eagles announced a three-year extension of the club's partnership with insurance firm SGIO. The renewal will see the partnership extend to 34 years and comes as the team develops community, training and administration facilities at Lathlain Park and Perth Stadium (West Coast Eagles).