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Volume 7 No. 149

Marketing and Sponsorship

ALL, the loyalty program of French multinational hotel group Accor, will be the new jersey sponsor of Paris St. Germain next season, according to L’ÉQUIPE. The announcement did not specify the financials of the deal or the length, “only saying it is multiyear.” The brand replaces Fly Emirates, which has sponsored PSG for 13 years. Emirates’ contract with PSG was reportedly worth €25M ($28.4M) per year (L’ÉQUIPE, 2/21). LE PARISIEN reported former PSG president (from ’09-11) and current Accor CEO Sébastien Bazin said, “It is not expensive, but it is a lot of money.” He added, “Paris St. Germain, it’s gigantic. … In terms of club, players and team, there are 395 million followers on social media. We have 265 million customers. When we add these two up, we can create something very powerful.” A club source said that the deal will be “in the top four of European contracts” (LE PARISIEN, 2/21).

CRUISING AROUND: PSG partnered with Swiss-based cruise company MSC Cruises. The company becomes the exclusive global cruise partner of the club in a three-year deal. MSC Cruises' brand will be featured throughout the Parc des Princes (PSG).

GambleAware announced the launch of its latest gambling-harm awareness campaign, "Bet Regret," according to Ted Menmuir of SBC NEWS. The campaign aims to "raise public awareness of betting triggers" and impulsive behaviors. It will be launched during Sky Sports’ broadcast of ManU vs. Liverpool on Sunday, which is expected to generate the highest TV audience of the '18-19 EPL season. Bet Regret is the first GambleAware campaign developed under the guidance of London agency M&C Saatchi (SBC NEWS, 2/21). THE DRUM's John Glenday reported the promotional push "seeks to reach young men considered to be at greatest risk of developing a gambling addiction" by fostering "greater self-reflection on the feelings of regret that arise from impulsive betting while drunk, bored or chasing losses." One spot depicts a "furtive gambler slinking off to the kitchen to place a sly bet on his phone away from the prying eyes of his partner," only to find himself teleported to League Championship side Queens Park Rangers' Loftus Road Stadium, where he is questioned by BT Sport’s Matt Smith and former Welsh players Dean Saunders and Danny Gabbidon. M&C Saatchi Chief Creative Officer Justin Tindall said, "We’ve all done it. Placed a bet that seems like a good idea at the time -- usually when you’ve had one too many, have got time to kill or are chasing a losing streak" (THE DRUM, 2/21). The BBC's Alistair Magowan reported GambleAware's campaign will be "drowned out" by betting adverts during EPL games, campaigners say. The Campaign For Fairer Gambling said, "Safer gambling campaigns are not as effective as reducing gambling ads." Trustee Professor Sian Griffiths said that the "Bet Regret" adverts were part of a wider Safer Gambling Campaign, commissioned by the government, to "moderate gambling for sports bettors." Griffiths said, "A lot of this is based on what bettors have told us." When asked if it was "counter-intuitive to have betting adverts alongside those warning against betting," she added, "You have to allow people choice, and betting adverts aren't necessarily aimed at people with a gambling problem, they are aimed at the general public" (BBC, 2/21).

Adidas is making a "big investment in hiking" with the launch of a new boot as it looks to "shake up the sector" and make it "fit for today’s consumers," according to Erin Lyons of MARKETING WEEK. Adidas Global VP, Marketing & Digital Commerce Stephen Dowling said that the "Free Hiker" shoe "champions its heritage and reputation as a trendy and stylish brand while also focusing on performance." He compared that to the perception of "hiking gear more generally," which while "highly functional" is not "particularly fashionable." Dowling: "What we bring is a perfect combination of performance and style. The industry of outdoor wear has suffered from a perception of staleness and oldness." When it comes to creating a suitable boot, Dowling believes it is vital that adidas strike a "balance between producing something consumers will love aesthetically and something that will withstand tough terrain." To create some noise around the new boot -- due to officially launch Friday -- a few retailers have been "offering a small batch of the Free Hiker." The marketing campaign, "Escape the Noise," was created alongside All Conditions Media (MARKETING WEEK, 2/21).

Australian pharmacy retailer Chemist Warehouse partnered with the National Rugby League as the official naming rights partner for Sunday Football in '19. Chemist Warehouse will activate its partnership at Brisbane Magic Round in Round Nine (NRL). 

Lion-owned Steinlager was named the official sponsor of Emirates Team New Zealand for the America's Cup. The brand was also named the official beer partner for Team NZ during the sailing regatta which will be held on the Hauraki Gulf in March '21 (NEW ZEALAND HERALD, 2/21).

McLaren Racing announced AutoNation will return as a partner for the Indy 500. Fernando Alonso's McLaren-Chevrolet will feature AutoNation's branding in the race on May 26 (McLaren). 

Berlin Int'l Gaming announced a multiyear strategic partnership with Red Bull ahead of its first game in the Intel Extreme Masters Katowice Legends Stage. Red Bull's support of BIG will include joint campaigns and events, with more details to be announced (THE ESPORTS OBSERVER, 2/20).
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