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Volume 7 No. 125

Marketing and Sponsorship

Brasileiro side Botafogo announced a partnership with Baterax, according to SOCCEREX. The vehicle battery manufacturer “will serve as a kit sponsor of the club,” with its branding featured on the back of players’ shorts. In addition, Baterax will be "promoted across Botafogo’s social media channels and at the team’s Estádio Olímpico Nilton Santos home ground" on matchdays. The deal, which was brokered by sports marketing agency Wolff Sports, begins on Tuesday and will run through the '18 season. The financial terms of the agreement have not been disclosed (SOCCEREX, 4/16). 

TELECOM PARTNERSHIP: SOCCEREX reported Brasileiro side Ceará Sporting Club announced a partnership with Algar Telecom. The company's branding will be featured on the back of the club's shirts through the '18 season. The financial terms of the deal have not been disclosed (SOCCEREX, 4/16).

TECHNICAL PARTNERSHIP: SOCCEREX also reported Swiss Super League side Sion announced a four-year technical partnership with Macron. The Italian sporting apparel company will supply kits for the club, starting from the '18-19 season. The financial terms of the deal have not been disclosed (SOCCEREX, 4/16).

A A$10M ($7.8M) commercial arrangement between Equestrian Australia and global pharmaceutical company Zoetis was "announced on Easter Thursday and ended less than two weeks later, making it arguably the shortest lived sponsorship in Australian sport," according to Roy Masters of THE AGE. EA "severed the lucrative contract with Zoetis," the world’s largest producer of medication for pets and livestock, including the vaccine for the Hendra virus, following "widespread opposition from its membership" as well as four of the six state equestrian branches. A number of EA members launched a A$53M ($41M) class action lawsuit in the Federal Court against Zoetis for the "sometimes debilitating or fatal side effects of the Hendra virus vaccine." The legal action alleges Zoetis "failed to properly trial and test its Equivac HeV (Hendra) vaccine" before it was administered to horses in Australia. The state branches of Equestrian NSW, Victoria, Queensland and South Australia all "issued public statements over the Easter weekend, distancing themselves from the commercial alignment," while "vehement opposition was launched on social media" (THE AGE, 4/16).

F1 is looking to raise its profile in China.
Photo: getty images

Formula 1 Managing Dir, Commercial Operations Sean Bratches said that F1's planned Chinese joint venture "will have its own marketing, licensing and media rights arms dedicated to growing the sport's presence in the vast but still nascent market," according to Abhishek Takle of REUTERS. Bratches: "What we will do is effectively set up a similar structure to what we have in London. With a head of marketing, a head of licensing, a head of media rights, a head of sponsorship, a head of digital, etc. and really activate the brand here like its own entity." Liberty Media was reportedly last week "talking to potential local partners" including Inter Milan owner Suning and La Liga rights holder DDMC to "form a joint venture that would help manage business development in China." Bratches declined to confirm any names but said that he spent the last few weeks in Shanghai and Beijing talking to a "number of entities" (REUTERS, 4/16).

The PGA of America signed a deal with A-B InBev that makes the brewer’s Michelob Ultra brand the official beer sponsor of the Ryder Cup and the PGA Championship. The deal includes rights for the Ryder Cup through ‘20 as well as the PGA Championship through ‘19. The sponsorship begins with this year’s PGA Championship at Bellerive Country Club in St. Louis, Mo., set for Aug. 6-12. Beginning with the 2019 PGA Championship at Bethpage Black, Ultra also will be the presenting sponsor of the Wanamaker Club hospitality venue. The brand will be the presenting sponsor of the Int’l Pavilion for the 220 Ryder Cup at Whistling Straits in Kohler, Wis. Michelob Ultra will have promotional rights at retail. No media is included in the agreement. No agencies were involved in the deal. Ultra is also the official beer sponsor of the PGA Tour in a deal that runs through ‘20. The PGA of America has not had a national beer sponsor for the past decade. “We’ve had local beer deals for the last several years so it’s a big step forward to find a brand willing to work nationally with us,” PGA of America Senior Dir of Partnerships Luke Reissman said.

EPL side Huddersfield Town's main sponsor, Ope Sports, is "getting behind" the club's Premier League "survival fight" with subsidized travel to Chelsea. The global betting brand is helping the club provide discounted coach travel tickets for the contest for just £1 ($1.43) (HUDDERSFIELD EXAMINER, 4/16).

Mitsubishi Motors will sponsor TV3’s sports updates on 3News, Ireland AM and Weekend AM. The company will receive 10-second stings "going in and out of all sport updates" across the channels. It is the first sponsorship that the company has entered with TV3 (AD WORLD, 4/13).

Real Madrid signed a licensing contract with MY Imports USA for new product lines including first aid products, joint supports, razors, hand sanitizer and water bottles. The company has full licensing and distribution rights in the U.S. and Canada for these items (MY Imports USA).

Premier League side Crystal Palace partnered with GambleAware to address concerns about gambling-related harm within football. The club and the charity teamed up to produce advertisements and promotion materials to raise awareness of the risks of gambling. Messages, which will be visible to spectators on the ground and to viewers at home, will appear across the perimeter of the pitch and on screens throughout the stadium (Crystal Palace).

European League of Legends team Unicorns of Love extended its partnership with drinks manufacturer eNgage through the Summer Split Finals 2018. The cooperation continues to revolve around natural performance-increasing drinks eNgage and diseNgage. Lagardère Sports helped secure the deal (Lagardère Sports).

World Rugby appointed Mitsubishi Estate Co. Ltd. as a Rugby World Cup 2019 official sponsor (real estate category). The company will play a significant role in the tournament's promotion (RWC).

A U.K. National Health Service mental health and well-being campaign targeting previously hard-to-reach young men has "chalked up a digital first," by placing geo-targeted ads in PC game Football Manager. Ads promoting MindMate, a service which helps young people in Leeds, "will be displayed via clickable on-pitch ads during game simulations." The campaign is being geo-targeted so that only players in Leeds will see the promotion, "marking the first time that the NHS has used such tactics" (THE DRUM, 4/13).