Group Created with Sketch.
Volume 6 No. 234

Marketing and Sponsorship

Swiss chocolate maker Lindt & Sprüngli announced an extension of its partnership with Roger Federer, which originated in '09, according to Kurt Badenhausen of FORBES. The multi-year extension is expected to net Federer more than $20M as a brand ambassador, according to industry sources. Lindt is "the latest Federer sponsor" to extend its relationship with him beyond 10 years. His endorsement relationships "also stretch a decade or more in the cases of Nike, Rolex, Credit Suisse, Jura and Wilson." Federer’s endorsement earnings "are the highest in the world" at more than $50M a year. He added a "rare new sponsor" in '17 with a multi-year deal with Barilla. That deal could net Federer as much as $40M, per sources (FORBES, 12/12).

Man City became the first Premier League club to explore instant games on the Facebook Messenger platform as a means of providing fans with another digital experience. Manchester City Football Striker will be exclusive to Facebook and accessible across the globe. The game's features include a cartoon footballer in action on the Etihad Stadium pitch and puts fans in control. Facebook Messenger Instant Games is available on iOS and Android devices and can also be used on desktop devices. The club recently introduced official platforms on Apple News, Amazon Fire TV and Dugout (Man City).

MotoGP promoter Dorna announced Italian manufacturer Energica as the supplier for the all-electric support class that will commence in '19 and be known as the Moto-e World Cup, according to Puigdemont & Klein of AUTOSPORT. The new championship is "set to feature on the support bill" at select MotoGP rounds in '19. Teams "will use a tuned version of the Energica Ego street bike." The firm, "which beat Belgian constructor Sarolea to become supplier," claims the Ego produces 145bhp and is limited to a top speed of 150mph. In other developments, Michelin Racing Technical Dir Nicolas Goubert will leave the French company to work as the exec director for the Moto-e World Cup (AUTOSPORT, 12/12).

The Rugby Football Union announced Karma Resorts as an official supplier to England Sevens for the '17-18 season. The partnership includes all 10 legs of the World Rugby Sevens Series, the Gold Coast 2018 Commonwealth Games and the 2018 Rugby World Cup Sevens in San Francisco (RFU).

Formula E
hired marketing agency Iris to "lead brand development." Iris will create "culture-shaping" content for social and online platforms, working alongside social content agency Little Dot Studios, which will "continue in its remit of producing race-focused content" (CAMPAIGN LIVE, 12/12).

Bundesliga side VfB Stuttgart extended its sponsorship agreement with beer brand Ensinger until the end of the '20-21 season. The renewal came "three years ahead of schedule" and the brewery will remain a fourth-tier partner of the club (SOCCEREX, 12/12).

Brasileiro side Flamengo unveiled Samsung as a new sponsor of its esports team. The deal will see Samsung's logo "imprinted on the front of the video gaming outfit's uniform" until the end of '18 (SOCCEREX, 12/12).

For more coverage of the business of esports, visit our partners, esportsobserver.com.