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Volume 7 No. 149

Marketing and Sponsorship

The German Football League (DFL) agreed to a long-term partnership with IMG Reliance to promote football and the Bundesliga across India, according to SOCCEREX. The deal will see the DFL and clubs from Germany’s top flight "work to grow" Indian football through a series of activities throughout the year, including the launch of a youth development system focused on grassroots initiatives. The agreement will also provide German clubs "opportunities to explore technical and commercial partnerships in India." In addition, the DFL will organize visits to the subcontinent from current and former Bundesliga players. The governing body will also organize exhibition matches featuring top-flight German teams, match screenings and fan parks (SOCCEREX, 12/3).

The Barcelona board of directors is "working around the clock" to finalize a naming rights deal for Camp Nou and now Dutch company Scranton Enterprises appears to be "leading the race," according to Luis F. Rojo of MARCA. Scranton Enterprises is "closely associated" with Catalan pharmaceutical manufacturer Grifols, which was "believed to be in pole position for the sponsorship." The new Camp Nou will reportedly "not feature either Scranton or Grifols in its name, but the former would look to manage the process of finding a company that wished to include its name in the stadium." Negotiations are reportedly "at an advanced stage" and the club hopes to finalize the agreement "before the end of the year" (MARCA, 11/30).

Fanatics signed a deal "granting it wide-ranging merchandising rights for Activision Blizzard’s Overwatch League, the second-largest global esports property," according to Fischer & Lefton of SPORTSBUSINESS JOURNAL. The deal makes Fanatics "master licensee and worldwide retailer" for the OWL. Activision Blizzard Esports Leagues CRO Brandon Snow said of Fanatics, "What they really do is allow us to scale this on a global basis quite quickly, to get fan gear to all our teams around the world." Fanatics' rights "include manufacturing and distribution across wholesale and retail for e-commerce and brick-and-mortar locations." Notably, it "excludes South Korea and China, the most developed esports markets that are home to five OWL teams, though Fanatics could acquire those rights in a later deal." Previously, licensing and merchandising was "handled in-house by Activision Blizzard." A Fanatics-run dedicated site,, is "slated to be operating by mid-January, with around 20 SKUs for each of the league’s teams, a number that’s expected to double before the end of the season next summer." OWL merchandise also "will be available on early next year" (SPORTSBUSINESS JOURNAL12/3 issue).

Serie A side Fiorentina partnered with Var Group. As part of the four-year deal, the tech company becomes the official digital partner of the club, with Fiorentina in the process of carrying out an "overhaul" of its website and digital marketing field. The company's brand will be featured on the training wear of players and staff members, as well as on prematch warmup kits (SOCCEREX, 12/3).

Super League side Leeds Rhinos partnered with Yorkshire-based Extentia Group. The east stand will be renamed the Extentia Stand and the cafe bar will "have a new look" for the '19 season (RUNNING RUGBY, 11/29).

Formula E partnered with Moët & Chandon. The global partnership will kick off with season five, which begins on Dec. 15. As the official champagne supplier, the brand will be present at the winner's hospitality areas including VIP lounges, as well as the fan zone (Moët & Chandon).

The Pararoos are "seeking a naming rights sponsor" to help them reach their funding goal of A$250,000 ($184,000) to underwrite their World Cup campaign (SYDNEY MORNING HERALD, 12/3).

The Int'l Hockey Federation (FIH) named Indian sports game brand Dream11 its global partner in a four-year agreement. Dream11 will develop and operate the official fantasy games relating to all FIH events. The partnership kicked off at the ongoing Hockey Men's World Cup in Bhubaneswar (THE DRUM, 12/1).

The French Rugby Federation (FFR) renewed its official partnerships with GMF, Société Générale, Orange and Gilbert. FFR has had a partnership with GMF since '85, Société Générale since '87, Orange since '99 and Gilbert since '99. The deals were renewed through '24, and include the 2023 Rugby World Cup, to be hosted by France (FFR).