Group Created with Sketch.
Volume 7 No. 149

Marketing and Sponsorship

Paris St. Germain renewed its partnership with Coca-Cola for three years through ’21. Coca-Cola has been an official partner of the club for 20 years. The drink brand and club have collaborated to offer fans unique opportunities including collectible bottles featuring players. PSG also renewed its partnership with American Express. The agreement offers fans a concierge service operated by the company at the Parc des Princes hospitality areas and benefits for American Express customers. Additionally, PSG signed a three-year partnership with French digital platform Hubside. The company will benefit from marketing rights at Parc des Princes and will be able to use PSG’s logo on its website (PSG).

London agency Onwards unveiled its rebrand for England Rugby, developing a new identity and "defining its positioning to reflect the diversity of everyone who plays and supports rugby in England," according to Andy Mallalieu of CREATIVE BOOM. The new identity "embraces storytelling," from grassroots to both male and female elite teams and at its heart is "The Timeline" -- a linear graphic system which visually represents England Rugby's core message -- "The Game of Our Lives" -- and houses different content types to create a "rich and diverse design language." The identity was built to work in flexibility "everywhere from stadium signage to social media posts," prioritizing "coherence over consistency." Onwards has been working closely with England Rugby's internal team to roll out the brand across all its "key touch points," including owned channels, matchday assets and stadium interiors. Onwards is also currently working on a participation campaign for the brand, followed by a World Cup campaign which will launch in '19 (CREATIVE BOOM, 11/26).

Sponsorship activation management software SponServe was acquired by KORE Software, a business management software for sports business intelligence, sponsorship and season ticket sales enablement. More than $10B in sponsorship assets flow through KORE’s platform every year. SponServe will become a KORE product, expanding KORE's int'l footprint. Having served more than 450 professional and college sport clubs, leagues, properties and brands across the world, the addition of SponServe increases that number to more than 550, including teams in every major global market. The SponServe brand will continue to exist internationally, led by Mark Thompson and current senior management, supported by KORE's N.Y.-based global leadership team (KORE Software).

Man City announced a global multi-year partnership with Acronis to become the club's official data backup and storage partner. As part of the partnership, Man City will explore opportunities to work with the Acronis Foundation (Man City).

EuroLeague Basketball and Rioja partnered to make the well-known Spanish region one of the main sponsors of the EuroLeague and EuroCup. The collaboration will include on-court, traditional media and social media activations throughout the season (EuroLeague).

Tennis Australia announced beauty brand Garnier as the official skincare and haircare partner of the 2019 Australian Open. Garnier will provide more than 25,000 fans at the event with goodie bags (Australian Open).

Guinness' classic '99 "Surfer" ad won a popular vote to be named the best ad of all time, capturing BBH Lab's "The World Cup of Advertising." In a competition held on Twitter, the Guinness spot beat fellow finalist Nike's long-running "Just Do it" campaign to take the top spot. Apple's "Think Different" beat the Cadbury's "Gorilla" commercial in the third-place playoff (THE DRUM, 11/26).

K.League side Suwon Samsung Bluewings signed a deal with Puma, which will produce the South Korean club's kits for the '19 and '20 seasons (FOX SPORTS ASIA, 11/23).

The Tunisian Football Federation (FTF) partnered with Italian sportswear brand Kappa for four years starting in January. Kappa becomes the Tunisian national teams’ official kit provider until the end of ’22, succeeding uhlsport. The agreement was brokered by Sport Finance (SPORTBUZZ BUSINESS, 11/21).

Scottish Premiership side Rangers named Liverpool Gin its official gin partner. Liverpool Gin will be available at all matchday hospitality bars at Ibrox Stadium (Rangers).