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Volume 10 No. 22

Marketing and Sponsorship

F1 will make body changes to cars to better display sponsor's logos.
Photo: getty

Formula 1 teams agreed to "push through bodywork changes" for '19 aimed at "giving them better space for sponsorship logos," according to Adam Cooper of MOTORSPORT. In recent seasons, sponsorship considerations have become "more of a factor in discussions about bodywork," and at last week’s Strategy Group meeting, the subject was "widely discussed." Proposals were aired by five teams, and two ideas were agreed and are set to be adopted for '19. Bargeboards will now have to be lower, "allowing better visibility" for the side of the chassis in the area of the drivers’ legs -- a spot "regarded as prime real estate on sponsorship rate cards." Secondly, a flat space at the top of rear wing endplates, with no louvres impacting logo placement, "will be mandated" (MOTORSPORT, 1/21).

Labatt and Budweiser during Super Bowl LII will debut a "new advertising campaign in Canada" that puts an Olympic spin on its Bud-branded hockey-goal lights, according to Susan Robertson of the GLOBE & MAIL. Wayne Gretzky is working with the brewer on the new "gold-plated lights," which retail at C$400 ($320.58) and include Gretzky's replica signature and No. 99. The company is also "selling glasses with a gold light in the base instead of a red one." While rival Molson Coors is the official beer sponsor of the Canadian Olympic Committee, Labatt said that its gold-themed campaign, called "Bring It Home," is "intended to celebrate Canada's 'biggest goals.'" Gretzky "stars in the online version alongside former hockey Olympians Tessa Bonhomme and Geraldine Heaney and former NHL players Dale Hawerchuck and Paul Henderson." A-B InBev is also "mulling a Super Bowl promotion" in the U.S., although the company "would not provide details" (GLOBE & MAIL, 1/19).

Sun InBev plans to file a lawsuit against authorities in Rostov.

FIFA's beer sponsor aims to sue Rostov, Russia, city authorities "over their decision to prohibit the sale of alcohol at the local stadium," according to RT. Sun InBev, a Russian department of Belgian brewing corporation AB InBev, which makes beer brands such as Budweiser, Stella Artois and Corona, "plans to file a lawsuit against Rostov authorities." The issue is a ban on the sale of alcoholic beverages at Rostov Arena, a venue for the 2018 World Cup, "citing a law which prohibits use of alcohol in places of mass gathering." In '13, Russian President Vladimir Putin signed a law allowing FIFA and its partners to sell alcohol at the 2018 World Cup, "lifting an alcohol ban at sporting events" in force since '05. Sun InBev Corporate Affairs Dir Oraz Durdyev said, "At the moment, we are continuing our dialogue with representatives of regional government to resolve the issue." He added that the company had a "very positive" experience selling beer at last year's Confederations Cup in Russia, with "no drunken incidents being registered at football stadiums" (RT, 1/19).

Riot Games Oceania announced fast food chain Hungry Jack’s will be its presenting partner for the Oceanic Pro League, Oceania’s League of Legends professional championship, according to Angelos Anastasopoulos of THE ESPORTS OBSERVER. The Australian Burger King subsidiary enters esports "just months after it became the National Basketball League’s naming sponsor." Hungry Jack’s will also be the official partner of OPL Tipping, the competition’s fantasy challenge. Details of the deal were not disclosed. Riot Games Oceania Head of Esports Daniel Ringland described the partnership with Hungry Jack's as "a strong indicator that League of Legends esports is being more widely recognized as a professional sport" (THE ESPORTS OBSERVER, 1/18).

LATEST SPONSOR: THE ESPORTS OBSERVER's Graham Ashton reported North American esports organization Team SoloMid announced Dr. Pepper will be the "latest sponsor for all its competitive teams," joining Gillette and Geico (THE ESPORTS OBSERVER, 1/20).

For more coverage of the business of esports, visit our partners,

Super League rugby announced a two-year partnership with U.K. negligence specialist Patient Claim Line. The firm will sponsor all video referee decisions at Super League games. Patient Claim Line's sponsorship will be featured live on Sky Sports during its Super League coverage. Super League also announced Northern extended its partnership as the competition’s official train partner for the '18 season. Northern will be featured on LED perimeter signage at all Super League matches and offer fans access to travel offers and exclusive competitions (Super League).

Serie A side Atalanta announced a partnership with Brembo. The automotive brake system manufacturer will be a sponsor of the club's youth teams through the '18-19 season. Brembo will establish the "Brembo Award," which will be given annually to the most deserving player on each youth team (SOCCEREX, 1/19).

MotoGP team Pramac Racing Ducati announced a new title sponsorship deal with Alma for the next three seasons. The Italian team recently ended its arrangement with Octo and will enter the 2018 MotoGP World Championship as Alma Pramac Racing. Alma logos appeared on the team’s bikes during the '17 season (CRASH, 1/17).

Indian Super League side side Mumbai City named Bose its official sound partner for the remainder of the '17-18 season. The headphone manufacturer will "benefit from in-stadium branding during all matches" at the club’s Mumbai Football Arena (SOCCEREX, 1/19).

Premier League side West Ham extended its relationship with two-way radio supplier Brentwood Communications, which will supply the club’s physio and medical team (Brentwood).