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Volume 6 No. 192

Marketing and Sponsorship

It has been a "long time coming but the bling is back" for A-League side Sydney FC, which is set to receive "well over" A$1M ($787,200) from its front-of-shirt sponsorship deals this season after signing a "club-record partnership" with The Star casino, according to Dominic Bossi of the SYDNEY MORNING HERALD. The club ended its "lengthy search for a main commercial partner this season" after announcing a two-year deal with the casino on Thursday, "which will see it branded on the front" of the side's A-League jersey. The deal is reportedly worth nearly A$900,000 ($708,500) per season, "putting it within touching distance" of the average value of front-of-jersey sponsorship deals for Sydney-based National Rugby League clubs. That figure is "set to soar well over a million dollars by the end of the season" once an Asian Champions League jersey sponsorship is finalized by early '18. It is "unlikely" a front-of-shirt sponsor for the continental competition will be finalized before Sydney's group stage partners are drawn, "with potential opponents heavily influencing the value of any deal." Combined with its other jersey and kit sponsors, Kennards Hire, ITP,  Beechwood Homes and UNSW, Sydney FC already will have "one of the most valuable in the A-League" alongside Western Sydney Wanderers and Melbourne City. Sydney FC will have the casino and entertainment brand on the front of its jerseys for Saturday's derby against the Wanderers at Allianz Stadium. The Star was "controversially involved in a sponsorship deal with NSW Blues during the recent Origin series." It also has sponsorship agreements with NRL side South Sydney Rabbitohs, Big Bash League cricket team Sydney Sixers, Australian Football League club Sydney Swans and the Australian Turf Club (SMH, 10/19).

Big Bash League side Hobart Hurricanes announced the biggest sponsorship agreement in the organization's history, joining forces with Tassal for the next two seasons in a partnership that is centered on health, high performance and the community. Tassal will be a co-major partner of the Hurricanes and official partner of the Hurricanes Women's BBL side and Cricket Tasmania. Cricket Tasmania CEO Nick Cummins said, "We have 43,000 participants across the state who play cricket and over 70,000 fans packed our stadium last season to watch the Hurricanes play. This partnership will highlight the role of sport and health and wellbeing to all our fans and our current and future cricketers" (Hobart Hurricanes). The Sydney MERCURY reported the Hurricanes are hoping the partnership will "set the club up for not only the short term in the BBL, but to teach the next generation of cricketers." The Hurricanes' high-performance staff will provide Tassal staff with training on resilience and leadership, "while the players will learn different methods of cooking salmon" (MERCURY, 10/18).

The Tokyo 2020 Olympics might be two years away, but Coca-Cola is "already making a marketing play," according to Ilyse Liffreing of DIGIDAY. On Wednesday, the brand announced a collaboration with Adobe for a new crowdsourcing campaign called "Coke x Adobe x You," in which Coca-Cola is "calling for designers to create their own Olympic-themed designs using its brand images and Adobe’s suite of design apps." It is the first time Coca-Cola, which is a founding partner of the Special Olympics, has asked the "global community to capture the identity" of the Games, according to Coca-Cola VP of Design James Sommerville. He said, "We are really trying to disrupt our own process. The way we are seeing Toyko 2020 is that this really doesn’t need to go to a single agency. The spirit of the Olympic Games is to celebrate global achievement. We want to take those same values and celebrate the global design community." To start things off, Coca-Cola had 15 artists from around the world contribute their own designs, "which appear on the Coke x Adobe x You website and will help promote the campaign on social." Coca-Cola is "planning to bring in agencies," possibly next year, to draw up the ideas from the submissions (DIGIDAY, 10/19).

Supercars driver Craig Lowndes "will be racing in new colours" in '18, according to Will Dale of FOX SPORTS. The third Triple Eight Holden will feature title sponsorship from car accessories firm Autobarn for the next two Supercars seasons -- the "same length as Lowndes’ extended contract with the team." Currently running under the TeamVortex moniker, Lowndes’ entry "will be run under the Autobarn Lowndes Racing banner." The company has been a personal sponsor of Lowndes for many years, with Autobarn an "associate sponsor" of his No. 888 car as well as the team's other cars in recent seasons. Caltex, the naming rights sponsor of Lowndes' car for the past two seasons, "will remain on the No. 888 Holden" until at least the end of '19. Lowndes' new livery, set to be worn on Holden’s new ZB Commodore Supercar, will be revealed ahead of the '18 season (FOX SPORTS, 10/18).

UEFA and announced a four-year global partnership for all UEFA national team football competitions from '18-22. will be the official accommodation and attractions booking partner for all events, including Euro 2020. With ten competitions and more than 500 matches over the four years, this includes a range of over 1.4 million unique places to suit fans' accommodation needs (UEFA). 

Lagardère Plus, the new global partnership marketing agency of Lagardère Sports & Entertainment, acquired London-based creative agency Brave. The acquisition expands Lagardère Plus' capabilities and enhances the creative and consulting services it provides to current and prospective clients globally (Lagardère Plus). 

Chelsea announced a new and exclusive partnership with Sony Music. Chelsea players will have input in a Sony Music playlist for supporters (Chelsea). 

French biathlon world champion Martin Fourcade signed a two-year partnership with cheese brand Entremont. The Olympian will promote the brand via social media, where he has more than 412,000 fans on Facebook, 228,000 on Instagram and 211,000 on Twitter (SPORTBUZZ BUSINESS, 10/19).