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Volume 7 No. 125

Marketing and Sponsorship

The Int'l Cricket Council retained 4FRONT to expand the ICC’s global roster of commercial partners. 4FRONT will be responsible for telling the ICC’s story to the North American marketplace ahead of the 2019 Cricket World Cup in England and Wales. The tournament is expected to attract a televised audience of one-quarter of the world’s population. The firm will be tasked with growing the ICC global partner portfolio, which currently includes Emirates, MRF Tyres, Nissan, Oppo and Moneygram. In February, the ICC appointed North American-based Pepsi Chair & CEO Indra Nooyi as an independent director to the ICC Board, making her the first woman to hold that position. 4FRONT Co-Founder Josh Kritzler said, "There is strong interest among North American-based global companies looking to expand their brands to a worldwide audience and to embrace the unrivaled passion of the ICC’s more than 2 billion global fans." According to a 4FRONT Fan DNA Report, North American cricket fans are highly-educated professionals with young families and more than $100,000 in average household income (4FRONT).

Passengers aboard a Ryanair flight from Liverpool to Dublin on Saturday "shared some Grand National luck: free drinks during the 43-minute flight," according to Simon Calder of the London INDEPENDENT. Ryanair CEO Michael O’Leary was flying home to Ireland after his horse, Tiger Roll, won the steeplechase "in a photo finish." It was the owner’s second Grand National victory. Flight FR447 was "delayed by half an hour while waiting for the winning jockey, Davy Russell, to board the Boeing 737." O'Leary used the public-address system to apologize for the delay, saying, "This is because we had to bring the Grand National-winning jockey, Davy Russell." He said, "Today we won the Grand National so, unusually on board this flight, there's going to be a free bar, which I am personally going to pay for, but you're all restricted to one free drink only." The average price of an alcoholic drink on Ryanair is £5 ($7.12), "so assuming 180 passengers availed the once-in-a-lifetime offer," the gesture will have cost O'Leary £900 ($1,280). As winning owner, he collected more than £500,000 ($712,300) from the victory (INDEPENDENT, 4/15).

League Championship side Aston Villa confirmed a naming rights partnership for the club's Bodymoor Heath training facility to be renamed The Recon Training Complex with immediate effect. The five-year partnership will see Recon become the club's first training ground partner. Recon will benefit from marketing rights including media backdrop branding, LED advertising at Villa Park, digital advertising, access to players, VIP experiences and matchday hospitality. The Bodymoor Heath site has been the club's training ground since the '70s. As well as serving as a base for the first team, The Recon Training Complex is also used by the club's academy and ladies team. Recon Group's logo has appeared on the back of the first team's shirts since '16 (Aston Villa). 

Tottenham extended its agreement with Fun88 as its official betting partner in Asia and Latin America. The club and Fun88 will work together to engage with Asian and Latin American sports fans through a range of activities. Tottenham has close to 200 million followers across the regions (Tottenham).

Formula E named IT and engineering firm Modis an official partner. The deal was announced on the eve of the first-ever Formula E race in Rome on Saturday. Modis will empower Formula E to deliver innovation in electric vehicle technology. The company will support the development of Formula E's professional staffing and solutions for IT and engineering (Formula E).

General Mills snack brand Nature Valley doubled down on its Lawn Tennis Association partnership. For the next three years, the brand will be the title sponsor at ATP and WTA events in Nottingham, Birmingham and Eastbourne. The events have been rebranded as the Nature Valley Open, the Nature Valley Classic and the Nature Valley Int'l, respectively. The brand came into the LTA as official snack bar sponsor in '16 (THE DRUM, 4/13).

UEFA appointed ticketing engagement platform SecuTix as its ticketing software license provider from '18-21. UEFA will handle all ticketing and hospitality sales through the SecuTix system (UEFA).