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Volume 6 No. 266

Marketing and Sponsorship

West Yorkshire-based cricket shoe brand Payntr entered a joint venture with cricketer M.S. Dhoni's fitness brand, Seven, which is expected to be worth a minimum of £30M ($42M) over five years, according to Nick Hill of BDAILY. The Payntr brand was launched a little more than a year ago and "comprises a range of cricket shoes that have been worn by some of the world’s top cricketers," with former cricketer Graeme Swann calling them a "game changer." Seven manufactures and markets sportswear, footwear, apparel and accessories. Dhoni co-owns the Seven brand along with Rhiti Group Chair Arun Pandey (BDAILY, 3/13). In Yorkshire, Ismail Mulla reported Payntr is the brainchild of ex-professional Northamptonshire cricketer David Paynter, who was "unsatisfied by the limited range and effectiveness of the cricket shoes available during his playing career." Payntr: "Almost as soon as we launched onto the market, we were overwhelmed by the tremendous interest from some of the world’s top international cricketers." When Payntr by Seven is introduced into the Asian market later this year, "it is planned there will be more than eight variations" of colors and trims, including camouflage (YORKSHIRE POST, 3/13).

A planning committee meeting is set for April 19 to discuss Selhurst Park's Main Stand redevelopment.
Photo: GETTY IMAGES

Premier League side Crystal Palace Chair Steve Parish admitted the club "would consider selling the naming rights to Selhurst Park," according to Mark Ritson of the CROYDON ADVERTISER. Parish on Monday discussed the new Main Stand project, "among a number of other topics." He said that naming rights to the stadium "is something we would look at," with a planning committee meeting set for April 19 on the Main Stand redevelopment. It "may speed up improving the stadium all around" if naming rights were sold to the "right bidder with a high offer." Parish: "We would look at all options. Selhurst Park is a nice name. Probably I would not personally mind as much because my goal is improving the club. My primary focus is to make it better. But all of these things have got to be weighed up. We are not going to give it away cheaply" (CROYDON ADVERTISER, 3/13).

Indian Premier League side Kings XI Punjab named Indian water purifier brand Kent RO Systems its title sponsor for the upcoming season, according to PUNJAB NEWS EXPRESS. Kent RO will occupy the leading position on Kings XI’s playing jersey. The brand "has also tied up with Star Sports exclusively" for the 11th season of the IPL, when the "extra innings will be powered by Kent RO." Kent earmarked a budget of Rs 50 crore ($7.5M) for this season of the IPL (PUNJAB NEWS EXPRESS, 3/13). INSIDE SPORT's Ashish Khanna reported personal care brand Fena is among the principal sponsors of Kings XI Punjab for the '18 IPL season. Fena's logo will be visible on the Kings XI jersey and merchandise. The brand will also benefit from an in-stadium presence on matchdays and significant brand exposure at Kings XI Punjab’s home ground (INSIDE SPORT, 3/13).

Adidas will open its "first stadium-inspired store" in the U.K. at Westfield London’s £600M ($838M) expansion. The 1,106-square-foot store, designed by architect Julius Steinert from DarntonB3 Architecture, is "inspired by professional sport teams" and will open on March 20. The store will have tiered mezzanine levels, a player’s tunnel entrance, locker-style changing rooms and outward-facing stadium seating "for people to look out over the shopping centre" (DRAPERS ONLINE, 3/12).

Barcelona extended its partnership with Shanghai Pudong Development Bank as its official bank in China until '20. The financial terms of the deal were not released, but "similar deals are usually worth more than" €1M ($1.2M) per season (PALCO 23, 3/13).

Standard Chartered Bank announced former Ivory Coast football int'l Didier Drogba as its digital bank ambassador. Set to launch in Abidjan, Ivory Coast, on Wednesday, Standard Chartered’s first fully digital retail bank in West Africa "marks an important milestone in the bank’s path towards innovation" (PUNCH, 3/12).

TAG Racing signed an agreement with Anvil Hire to remain title sponsor for the 2018 British Superbike season (BIKE SPORT NEWS, 3/13).

The world’s biggest "digital festival," DreamHack, extended its partnership with Monster Energy. The global partnership will include "every festival, a title sponsorship of the company’s DreamHack Studios production facility and many esports properties including the DreamHack Open and CORSAIR DreamLeague" (THE ESPORTS OBSERVER, 3/13).
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