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Volume 6 No. 234

Marketing and Sponsorship

Nike "paid tribute" to the career of British distance runner Mo Farah by hiring agency Wieden+Kennedy to produce a "short video celebrating the sacrifice and mindset required to go the pace on the running track," capped by an "unbeatable smile," according to John Glenday of THE DRUM. Farah is "best known for his Mobot celebratory hand gesture after sweeping all before him on the track." Nike's tribute documents "the sweat and sacrifice born of the grueling training regimen necessary to get Farah over the line." Set against a backdrop of Farah's London upbringing, the film "illustrates the grit and determination" which belie Farah's "smiley" demeanor, with spoken word artist George the Poet offering an "accompanying audio tribute." Smile was directed by Mark Zibert and produced by Rogue Films (THE DRUM, 8/10).

EPL side West Bromwich Albion announced its first shirt sleeve sponsorship after teaming up with betting firm 12BET. The 12BET logo will be featured on the team's striped shirts for the '17-18 campaign and on West Brom's trainingwear. The deal applies to the upcoming Premier League season and is the club's first partnership with 12BET. 12BET offers odds across thousands of events (West Brom).

Premier League side Burnley named Bowland Brewery the official sponsor of the new fanzone at its Turf Moor home. Bowland Brewery's arrival at Turf Moor means the fanzone will feature the brand's Hen Harrier ale. The Bowland Brewery bus will also be on site. The new-look fanzone will open for Burnley's home opener against West Bromwich Albion on Aug. 19. A new marquee will house a bar with a glass viewing gallery (Burnley).

Online bookmaker Betsafe announced it signed UFC fighter Conor McGregor as a European ambassador ahead of his boxing match against Floyd Mayweather in Las Vegas. McGregor and Betsafe also teamed up to create Notorious Airways, an exclusive private jet service. The partnership will run for 18 months across Betsafe's EU territories. Betsafe branding will appear on McGregor's shorts for the Mayweather fight (INTERGAME, 8/10).

League One side Bolton Wanderers announced travel company Thomas Cook Sport as its official travel partner. The company will provide the club will all travel arrangements for domestic fixtures throughout the '17-18 season (Bolton Wanderers). 

The Men's European Volleyball Championships, EuroVolley Poland 2017, announced LV Bet as an official sponsor. The tournament will be held from Aug. 24-Sept. 3 (GAMBLING INSIDER, 8/10).

MasterCard is the latest official sponsor of the 2017 Asian Indoor & Martial Arts Games in Ashgabat, Turkmenistan. The deal continues MasterCard's pattern of activating global platforms -- such as the Grammy Awards, Champions League and Rugby World Cup (ASIA SPONSORSHIP NEWS, 8/9).

La Liga side Espanyol and financial platform Leadercf reached a partnership that will see Leadercf's logo appear on the front of Espanyol's shirt for games against Leganés, Barcelona, Celta Vigo and Atlético Madrid. The club's shirt sponsor will be Rastar for its other games (SPORT, 8/9).