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Volume 6 No. 234

Marketing and Sponsorship

Premier League side Crystal Palace is "exploring" selling the naming rights to Selhurst Park to help fund the proposed £100M ($133M) redevelopment of the main stand, according to Matt Hughes of the LONDON TIMES. The club will undertake a public consultation with fans before making a final decision, but is "open to a sponsorship deal" which would change the name of the 93-year-old stadium if the club can secure an "appropriate brand at the right place." Another option would be to sell naming rights "solely for the new stand while retaining the name Selhurst Park, although that would be far less lucrative." Palace will submit a planning application next month and is "hoping for a decision by April" on a design that would increase the ground’s capacity from 26,000 to 34,000 (LONDON TIMES, 12/16).

The Jamaica Football Federation and sportswear manufacturer Umbro signed a $4M kit sponsorship deal, according to the JAMAICA OBSERVER. The agreement, which begins next year and will run for four years, "will see the brand outfitting Jamaica's men's and women's teams." The JFF said that the kits "will be worn for the first time as the senior Reggae Boyz begin their build-up to their qualification campaign for the 2022 World Cup." Although the "finer details" of the arrangement were not readily available, JFF President Michael Ricketts said that players from the National Premier League "will benefit outside of the national incentive portion of the deal." In '15, Jamaica signed what was "thought to be a lucrative deal" with its last kit provider, Dubai-based Romai Sportswear. That deal "did not mature," as both parties "separated from the arrangement by mutual consent recently" (JAMAICA OBSERVER, 12/15).

The Senegal national football team will "revert to wearing Puma outfits" after what has been described as a "disastrous deal" with Romai ended, according to FOOTY GHANA. Senegal dropped Puma in '16. The 2018 World Cup-bound side signed a four-year deal with Puma on Thursday in exchange for a reported €2.5M ($2.9M) cash. Puma is believed to have been "desperate" to sponsor an African country at the World Cup after its major partners on the continent -- Ghana, Cameroon and Cote d'Ivoire -- "failed to qualify for the tournament" (FOOTY GHANA, 12/15).

The Austrian FA (ÖFB) signed adidas to supply balls for the top two tiers of Austrian club football. The brand will "begin providing balls" for the Austrian Football Bundesliga and the Austrian Football First League from the start of the '18-19 season, with the new ball design due to be presented in April (SOCCEREX, 12/15).

League of Ireland Premier Division side Limerick confirmed Turkish online betting company BetSat.com will be its jersey sponsor next season. The club also announced a four-year kit deal with Umbro (LIMERICK LEADER, 12/17).

Sussex Country Cricket Club's limited overs team, Sussex Sharks, secured backing from adhesive brand Parafix for two more seasons. The Lancing-based company will continue its sponsorship of Sharks’ pink Royal London One-Day Cup shirt. Parafix has backed Sussex for more than a decade and became RLODC sponsor last season (THE ARGUS, 12/14).

Super Rugby side Brumbies announced Land Rover renewed its sponsorship of the club and will continue as sleeve sponsor for the '18 and '19 Super Rugby seasons (Brumbies). 

Chinese sportswear brand Peak signed an eight-year extension to renew its sponsorship of the German Basketball Federation (DBB) until '28. The Chinese brand will "continue to support the German basketball's governing body as the official apparel supplier." Peak will "provide sports kits to Germany’s senior men’s, women’s and all age-group national basketball teams" until the L.A. 2028 Olympics (YUTANG, 12/15).

Formula E appointed Goodform to drive global data growth and fan engagement. Goodform will be focused on building a better understanding of the current Formula E audience, while bringing new fans into the sport through strategic data acquisition and engaging communication campaigns designed around different audiences (Goodform). 

Computer hardware producer Corsair and Swedish events organizer DreamHack signed a two-year strategic partnership, which will see Corsair become a title sponsor for DreamHack’s esports properties. Corsair and DreamHack first partnered for the DreamHack Open 2017. Corsair was a main sponsor during the circuit and the official provider of mice and keyboards (THE ESPORTS OBSERVER, 12/14).

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