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Volume 10 No. 25

Marketing and Sponsorship

Nike commemorated Roger Federer’s eighth Wimbledon title "with the release of limited-edition products and a brazen new ad asserting his superiority," according to Tony Connelly of THE DRUM. Federer clinched his 19th grand slam on Sunday after beating Croatia's Marin Čilić. To mark the achievement of "one of its biggest brand ambassadors," Nike created a new 30-second ad titled "Ro8er" with clips of the 35-year-old in action. In addition to the spot, Nike released a limited number of all-white Oscillate Evolve RF shoes which "pay homage" to the shoes Tinker Hatfield designed in '97. The footwear features a number eight on the heel and "will be available at NikeTown London and 21 Mercer." Nike also designed commemorative T-shirts, one with the Ro8er logo, representing his record-breaking eighth title at Wimbledon (THE DRUM, 7/17). AD WEEK's Tim Nudd wrote the ad is "dripping with attitude -- mirroring the ruthless confidence, if not the actual, famously sportsmanlike demeanor -- of tennis' greatest ever player." The ad, by Wieden + Kennedy, is the "most notable congrats spot at Wimbledon" since '13, when BBH London and juice brand Robinsons honored Andy Murray "after he ended the 77-year drought between British male singles champions" (AD WEEK, 7/17).

Premier League side Southampton announced Virgin Media extended its partnership with the club. From the '17-18 season, the company's logo will appear on the sleeves -- as well as the front -- of the team's home, away and goalkeeper shirts. Virgin Media became Southampton's main club sponsor in '16 (Southampton). THE DRUM's Tony Connelly reported the decision to open up more shirt sponsorship space is in "keeping with other European leagues" such as La Liga, where white goods manufacturer Beko adorns the shirt sleeves of Barcelona. The new sleeve sponsorship offers football clubs an "easy additional revenue stream, something which could become more significant in the future as the lucrative sums paid by broadcasters look less certain" amid declining viewing figures and competition from "cheaper forms of entertainment" from the likes of Netflix (THE DRUM, 7/17).

Nexen Tire will be the official tire of the 2017 Int'l Champions Cup in the U.S. as a part of its aggressive strategy to strengthen its position in the market. The 2017 ICC runs from Wednesday until July 30 in cities across the U.S. The company will be presenting its logo through LED advertisement boards installed in all the stadiums. The marketing effect of Nexen Tire's sponsorship is expected to double, as the company is also the official tire partner of Man City. The pre-match player line-up arch, through which players enter, will be branded with Nexen Tire's logo for the three Man City matches. Nexen Tire is inviting Carli Lloyd, a two-time American Olympic Gold Medalist and a Man City Women's player, and former Man City player Paul Dickov to the match between Man City and ManU on Thursday in Houston (Nexen Tire).

WWE hired Lagardère Sports as its int'l sponsorship sales agency in a multi-year agreement, according to Liz Mullen of the SPORTSBUSINESS JOURNAL. Financial terms of the deal were not disclosed. As is "typical in these types of agreements," Lagardère Sports will receive a fee as well as a percentage of sales. WWE hired Lagardère, a subsidiary of Paris-based Lagardère Group, to build its sponsorship revenue in Europe and Asia. In the last two years, WWE's new U.S. deals have included Mars brands Snickers and Combos, Nestle brand DiGiorno, AT&T's Cricket Wireless and KFC. The entertainment company, "built on professional wrestling," hosts 500 live events a year, 60 of which are overseas. WWE programming is available in more than 650 million homes worldwide in 180 countries and in 20 languages (SPORTSBUSINESS JOURNAL, 7/17 issue). 

Liverpool announced Falken Tires as its official tire partner. The partnership was launched on Monday in Hong Kong as part of the club's preseason tour. The multi-year deal will create unique experiences for fans, while opening further growth opportunities in Falken's key global markets (Liverpool).

Football Federation Australia
renewed its partnership with property developer Scentre Group, the owner and operator of Westfield in Australia and New Zealand, for two years. Westfield will continue as the naming rights partner of the Matildas, the W-League and the National Youth Championships for Girls (FFA).

Formula E
announced Allianz will remain an official partner of the FIA Formula E Championship for a further five seasons. Allianz teamed up with Formula E ahead of the Mexico City ePrix in Feburary, joining the series as an official partner and putting its name to the Allianz eVillage fan zone (Formula E).

World Para Athletics and Allianz extended their global partnership agreement until the end of '18, and secured an option to extend the deal through '20. Allianz will support the 2018 European Championships in Berlin (IPC).