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Volume 6 No. 197

Marketing and Sponsorship

Corona will be the "main sponsor" for Saturday's Floyd Mayweather Jr.-Conor McGregor boxing match, as the beer brand will receive "center-of-the-mat placement, ring girls and inclusion in the broadcast," according to Darren Rovell of It is not known what Corona paid, but the "original asking price for the sponsorship, along with a suite of branded areas," was $10M. BodyArmor also will have "prime placement," as all fights on the entire card will feature "towels and stools in the fighters' corners" with the sports drink's logo (, 8/22). Mayweather also has signed a deal with high-end tequila brand Avion. The deal will see an etched likeness of Mayweather appear on a limited number of Avion Reserva 44 Extra Anejo Tequila bottles. The 150 bottles will be autographed by Mayweather and will retail for $1,500 each (THE DAILY). 

ONE-MAN BRAND: In London, Tim Crow wrote Mayweather's "success in building his own commercial empire is unparalleled among sport’s star names." Most athletes "follow a familiar model when it comes to building their business." Take the checks that "come from big salaries and big endorsements and let others take the risks." For the first half of his career, Mayweather "was on this well-trodden path." But in '06, he pivoted, "turning down the highest purse of his career" -- $8M -- and buying himself out of his Top Rank contract for $750,000 to become a free agent. It worked. He set up his own boxing promotional firm, Mayweather Promotions, and "promptly" made $25M from his '07 fight against Oscar De La Hoya, which "smashed previous revenue and pay-per-view records." Over the next 10 years, through 13 fights, two retirements, two comebacks and 87 days in jail, Mayweather has taken his career earnings to $700M, the "vast majority of it since he bought himself out of Top Rank, and broken every boxing financial record." Of the top 10 highest-grossing fights in history, Mayweather has been "involved in seven" (London TELEGRAPH, 8/22).

The Qatar National Bank renewed its partnership with the Qatar FA and the Qatar Stars League Management until the end of the '22-23 season, according to Paul Nicholson of INSIDE WORLD FOOTBALL. The six-season deal for the QNB Group, the largest financial institution in the Middle East and Africa, "includes sponsorship of the Qatari national teams across all age groups." The domestic league will be rebranded the "QNB Stars League" for the duration of the agreement. QNB will also sponsor the Qatar Cup, the U23 Championship, the Sheikh Jassim Cup and the Second Division, "as well as amateur and university competitions" (INSIDE WORLD FOOTBALL, 8/23).

Nike is "celebrating the legacy of Roger Federer through a gallery and pop-up shop" in N.Y. this week, according to Peter Verry of FOOTWEAR NEWS. It is the brand's "first activation curated in this manner for the tennis icon." The space will be located inside boutique retailer Kith's Soho storefront. Dubbed "RF19," the gallery and pop-up will be open to the public through Sunday. While the space is open, fans will be able to buy items from the new NikeCourt collection. The drop features the "coveted" Nike Zoom Vapor Air Jordan 3, which retails for $200. The "stylish performance tennis shoe," inspired by Michael Jordan's third signature basketball sneaker, "marks the third time Federer and Jordan Brand have collaborated" (FOOTWEAR NEWS, 8/22).

Formula 1 Abu Dhabi Grand Prix promoter Abu Dhabi Motorsports Management announced F1 Experiences will exclusively manage the sale of its official yacht hospitality for the 2017 Abu Dhabi GP. The agreement will offer hospitality options at the '17 race with access to a Megayacht including an unlimited bar, premium catering and prime trackside location (F1 Experiences). 

Bundesliga side Cologne announced uhlsport as its official kit supplier from the '18-19 season through '21-22. The German company will produce the kits, training gear and other specialized items for the club. Uhlsport will receive numerous exclusive opportunities to present its brand (Cologne).

EPL side Everton announced players will sport a different logo on the front of their shirts for Thursday's Europa League match against Hajduk Split in Croatia. Local legislation prevents the club's main partner, SportPesa, from advertising in the country. The gaming firm will gift its usual shirt sponsorship placement to the club's official charity, Everton in the Community (Everton). 

Indonesia VP Jusuf Kalla is "optimistic" the RP1.5T ($112M) target to fund the 2018 Asian Games from a sponsorship scheme will be realized before the event starts next August. Kalla, who heads the steering committee of the Indonesia Asian Games Organizing Committee, believes sponsors from private and state-owned companies "will soon come forward," while the Olympic Council of Asia "helps find sponsors from overseas" (JAKARTA GLOBE, 8/23).