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Volume 6 No. 197

Marketing and Sponsorship

Australian Football League side Brisbane Lions is "looking at another massive annual loss after being struck by the collapse of a major commercial partner for the second year in a row," according to Andrew Hamilton of the Brisbane COURIER-MAIL. Camperdown Dairy Int'l was placed into administration in July after an A$83M ($65M) collapse. Camperdown Dairy Int'l "paid the first year of a three-year deal last year" but has not made a payment this year. The team is understood to be trying to recover a debt of A$1M ($780,000) in unpaid sponsorship fees from the company and if it is unsuccessful, its annual end-of-year financial report "is set to detail a loss of around" A$2M ($1.6M). It is understood the Lions are "close to announcing a replacement sponsor in the coming weeks" for '18 and beyond. Last year, the team's apparel supplier, BLK, "went into receivership with a year to run" on its contract (COURIER-MAIL, 10/18).

In association with its “No Filter” European tour, rock group the Rolling Stones and Paris St. Germain launched a “unique partnership,” according to Alexandre Bailleul of SPORTBUZZ BUSINESS. From Thursday through Monday, an exclusive collection of Rolling Stones-themed PSG merchandise will be available at the team’s store. The items include jerseys, T-shirts, sweatshirts, hats, motorcycle helmets, Nike shoes and skateboards. French artist Speedy Graphito designed the merchandise, which includes the PSG and Stones logos. For PSG, the collaboration is a way to “promote itself as a lifestyle and global brand, and not just a football club.” The club is also organizing competitions on Twitter using the hashtag #PSGNOFILTER to offer fans the chance to win VIP tickets to the Rolling Stones concerts and a PSG match. The Rolling Stones will be performing at the U Arena in Paris from Thursday-Oct. 25 (SPORTBUZZ BUSINESS, 10/18). L’ÉQUIPE reported the partnership between the music group and the club "goes further than just merchandise." PSG players traveled on the Rolling Stones’ private jet to Brussels for their Champions League match against Belgian side Anderlecht (L’ÉQUIPE, 10/18).

Cricket Australia put out a rallying cry to fans to get behind its women's and men's cricket teams for the Ashes under the banner #BeatEngland. The Australian women's team will play England in the Women's Ashes Series starting on Sunday, before the men's team plays England starting on Nov. 23. Those matches are followed by a one-day int'l series between Australia and England and a triangular T20 int'l between Australia, England and New Zealand. The fan-driven campaign will be supported by CA across digital channels, marketing material and at matches (CA).

Super League side Hull named development firm Goldthorpe Property Group the club's main sponsor in a "six-figure multi-year partnership" that becomes its second-biggest commercial partnership of the Super League era. The Goldthorpe Property Group has been associated with Hull "over the last few years," sponsoring elements of the club's matchday experience as well as the club's Elite Performance Centre training ground (Hull DAILY MAIL, 10/17).

Ryder Cup Europe and Baron Philippe de Rothschild named Mouton Cadet as the official wine of the 2018 Ryder Cup, which will be played on the Albatros Course of Le Golf National, Paris from Sept. 28-30 (Baron Philippe de Rothschild).

The 2018 World Para Swimming European Championships named Allianz its title sponsor. The event will take place at the National Aquatic Centre on the National Sports Campus in Dublin from Aug. 13-19. Allianz partnered with Paralympics Ireland in '10 (IPC).