Hollis Sponsorship Bulletin

Specialist football rights agency Kentaro has finalised the sponsorship programme for the latest leg of its Brazil World Tour concept by securing a presenting sponsorship package with Nike for its Nike (Red) Campaign.

Brazil will play the Republic of Ireland at the Emirates Stadium on March 2nd in a game to be broadcast live on ITV1 in the UK, on RTE in Ireland, Globo in Brazil and in over 100 countries worldwide. All worldwide sponsorship and television distribution agreements are handled by Kentaro.

Kentaro has brokered the deal for Nike to have broadcast sponsorship of the game on both ITV1 and RTE, as well as having a majority of the LED inventory and a range of other rights, including the use of a red ball and red goal nets.  The game on March 2nd will be the fifth Brazil World Tour game Kentaro has taken to the Emirates.

Tom Fox, Chief Commercial Officer at Arsenal, commented: “Arsenal is delighted to once again be working with Kentaro in bringing another international friendly match to the Emirates Stadium. We are also delighted that Kentaro has brought our existing partner Nike to this game, giving Arsenal further opportunity to be associated with the (Red) Campaign.” Other Brazil World Tour sponsors for this match include Brazilian blue-chip companies ITAU Bank, Ambev and Embratel.

Arsenal Football  Club has appointed Helios Partners to provide marketing expertise and consulting services as part of its drive to expand its presence and fan base in China.  Helios will assist with local partner management and development of a commercial marketing strategy for the region.   Commenting on the appointment, Tom Fox, Arsenal’s chief commercial officer said:  “Helios provides the on-the-ground capabilities and depth of experience within China that we need to build the support and passion for Arsenal Football Club. 
Helios will also oversee the development of youth-oriented grassroots initiatives throughout the country, including a programme that will serve as an extension of the Arsenal Soccer School.

Adidas, Nike and Puma are the best-known football sponsors in the five largest European football markets, according to a survey by sports marketing analysis and evaluation company Sport+Markt among 3,000 European football fans.

Unsurprisingly, “Jersey sponsors and kit suppliers dominate European communication in football”, says Hartmut Zastrow, Sport+Markt’s executive director.  Adidas is the top football brand, according to Zastrow who expressed surprise at seeing Audi in number eight position and commented:  “Audi pursues a decentralised football strategy, with partnerships with many European clubs and is even outstripping rival automobile supplier Ford, as a sponsor.”  Another reason, however, for its position could be the press coverage following the company’s purchase of shares in FC Bayern Munich.

The top twenty sponsorships are an illustration of the variance in sponsorship strategy that European companies can use to gain the attention of European football fans.  A global group such as Coca-Cola is ranked fourth and is omnipresent as a sponsor in football and sport in general, although it has no shirt sponsorships, whereas Emirates (ranked fifth) do have shirt sponsorships and the naming rights of Arsenal FC.  Moreover, it is a FIFA World Cup Partner.

The UK is the only market where shirt sponsors, namely AIG and Carlsberg, score higher than the actual kit suppliers or technical partners; only Barclays as the league title sponsor is able to compete at such a high level.  Internationally, the popularity of the Premier League and the success these clubs enjoy in the UEFA Champions League has enabled these sponsors to reach overseas fans.  For more information on the report, visit www.sportundmarkt.com