Marketing and Sponsorship
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).
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).