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Volume 7 No. 106

Marketing and Sponsorship

AFL CEO Gillon McLachlan (center) during the AFLX season launch promotional event.

Sports marketing expert and Australian Football League fan Con Stavros is "much anticipating the AFLX experiment," according to Steve Larkin of the AAP. As an associate professor at RMIT University's School of Economics, Finance & Marketing with research interests in sport and sports marketing, Stavros is "doubly intrigued" about the launch of AFLX in Adelaide on Thursday. From a marketer's viewpoint, Stavros said that the AFL has "shrewdly crafted a format which could answer long-term questions." He said, "Any sport going outside its realm is really, really challenging. But the great thing with this product is, because it's brand new, you can do whatever you want with it in the name of experimentation." He added, "The criticism the AFL often have from their real brand loyals has always been, 'Don't tinker with the rules.' They have now got a platform where they can actually start tinkering a little bit more." Stavros "doubted expansion into overseas markets was a prime motivation behind AFLX." He said, "I know there's some talk about going international and I guess there is that exhibition potential. But I'm not sure it's going to be a game changer to take off internationally" (AAP, 2/14).

U.K. regulatory body the Committee of Advertising Practice "moved to ban adverts that appeal to problem gamblers," including targeted in-play sports betting offers, according to IGAMING BUSINESS. Setting out a new code that advertisers in the U.K. must abide by, the rules now include a host of restrictions, including a ban on ads that "exploit people’s vulnerabilities or play fast and loose with eye-catching free bet and bonus offers." The code also sets out a ban on adverts that "create an inappropriate sense of urgency, like those including 'bet now!' offers during live events." The new code will come into effect from April 2. The UK Gambling Commission fined GVC-owned ElectraWorks £350,000 ($489,821) for "repeatedly misleading consumers" via adverts (IGAMING BUSINESS, 2/14).

Serie A side Hellas Verona announced a partnership with French electric utility company Engie for the remainder of the '17-18 season. Engie Program, the firm's facility management services arm, will provide facility management services to the club, which will include "fitting out services, porterage and soft service at the club's Bentegodi Stadium" (SOCCEREX, 2/14).

The IAAF named Toyo Tire Europe a national partner of the IAAF World Indoor Championships, Birmingham 2018. Following a partnership at the IAAF World Championships, London 2017, Toyo Tires enhanced its partnership by adding its logo to athletes' bibs for this year's event (Toyo Tires). 

The British Superbike Series named insurance firm Bennetts its title sponsor in a new three-year deal. Bennetts began its association with the championship in '05 (BIKE SPORT NEWS, 2/14).