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Volume 7 No. 149

Marketing and Sponsorship

Tour de France organizers announced French retailer E.Leclerc will replace Carrefour as the official sponsor of the competition's polka dot jersey, according to the AFP. The deal is reportedly for five years, through at least ’23. The polka dot jersey is worn by the "King of the Mountains" -- the rider that gains the most points for reaching mountain summits first. It is "one of the most popular jerseys in cycling." Carrefour, a race partner since '09, announced earlier this year that it would not renew its Tour de France deal after '18. The retailer also ended its association with the French national football team (AFP, 9/17).

Floyd Mayweather is "looking forward to expanding his brand through business," according to Kaz Nagatsuka of the JAPAN TIMES. The 12-time boxing world champion is currently visiting Japan to form "TMT Tokyo" and establish a partnership between his newly-announced Mayweather Holdings, Japan's Kyoei boxing gym and Japanese management company Libera. On Monday, Mayweather described a "wide range" of business interests including luxury car sales and the operation of nightclubs, boxing gyms and casinos. He said that the casino operation, made possible through a bill passed by the Diet, Japan's bicameral legislature, in July which legalized casinos in the country, will be the "major player" for his Japan operation. Mayweather, who declared his retirement after improving his professional record to 50-0 in '17, claimed he does not "really miss boxing" but did not "dismiss the idea of putting on his gloves again." Mayweather's Japanese business partners were "thrilled with the opportunity" to work with him. Kyoei Chair Keiichiro Kanehira declared the impact of Mayweather coming to Japan the "equivalent" of Muhammad Ali's visits to the country, first in a fight against Mac Foster at Nippon Budokan in '72 and then against professional wrestler Antonio Inoki in a famous "special rule" match in '76 at the same venue (JAPAN TIMES, 9/17).

The Spanish Basketball Federation (FEB) and energy company Endesa renewed their deal for three years. The partnership dates back to '12 and was set to expire this year (EFE, 9/17).

Czech ice hockey team BK Mlada Boleslav extended its partnership with Nexen Tire for two seasons as part of the brand's effort to strengthen its presence in the European market. Nexen Tire's logo will be featured on the uniforms and the helmets of the team. The stands, rink boards and benches of BK Mlada Boleslav's arena, Sko-Energo, will also be branded with Nexen Tire's logo (Nexen Tire). 

Safaricom, which has more than 29.5 million subscribers in Kenya to a variety of telecom services including "mobile money," partnered with La Liga "focusing on grassroots football." La Liga has "concentrated on expanding its brand in Africa with offices in South Africa and Nigeria and representation in Kenya." The deal with Safaricom centers around the second edition of the Chapa Dimba Na Safaricom youth football tournament (INSIDE WORLD FOOTBALL, 9/17).

Scotland Women's rugby squad signed SP Energy Networks as its new sponsor. The electricity network company's logo will be featured on the front of the Scotland Women home and alternate strips for the '18-19 season. The agreement also includes sponsorship rights for the men's Scotland U20 and Scotland U18 squads and Scotland Women's 7s team. This will be the first time since '09 the women’s team has a separate shirt sponsor from the men’s side (THE EDINBURGH REPORTER, 9/12).

Atlético Madrid will collaborate with Save the Children after already wearing its logo in the European Super Cup. The Save the Children logo will be featured on the back of Atlético's jersey during its Champions League matches this season (Atlético Madrid).