4 - FIFA/CIES International University Network
4 - FIFA/CIES International University Network
4 - FIFA/CIES International University Network
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UPDATA 09.10<br />
www.sportbusiness.com<br />
deal of the month<br />
The American multinational<br />
giant became a top-tier Olympic<br />
sponsor in a ten-year deal<br />
through to the 2020 Games.<br />
About the deal<br />
Dow Chemical became the<br />
official “chemistry company” for<br />
the Olympic movement - signing<br />
as the IOC’s tenth global sponsor<br />
one week before Procter &<br />
Gamble was announced as the<br />
eleventh (see p. 14).<br />
The Dow deal covers the 2012<br />
London Olympics, the 2014 Sochi<br />
Winter Games, the 2016 Summer<br />
Games in Rio de Janeiro, as<br />
well as the 2018 Winter and<br />
2020 Summer Olympics. In 2011<br />
Dow’s sponsorship campaign<br />
will cover the values of the<br />
‘<strong>International</strong> Year of Chemistry’,<br />
highlighting the role chemistry<br />
must play to help meet human<br />
challenges of the future.<br />
What drove the deal?<br />
“As a global leader in the chemical<br />
industry and an innovator in<br />
sustainability, Dow will not only<br />
provide critical financial support<br />
to the Olympic Movement, but<br />
also bring industry-leading<br />
expertise and innovation to the<br />
Games themselves,” said IOC<br />
president Jacques Rogge.<br />
What’s it worth?<br />
$250 million.<br />
Top 30 Sponsorship Deals: JULY 2010<br />
Sponsor value Duration Deal<br />
No Sponsor Industry event or Activity type ($m) (years) type<br />
1 Dow Chemical Chemicals IOC 2010-2020 Event 250 10 N<br />
2 Procter & Gamble Household Products IOC 2010-2014 Event 100 4 N<br />
3 Aviva Financial Services - Insurance Premiership Rugby Event 30 4 N<br />
4 Autonomy Information Technology Tottenham Hotspur Team 30 2 N<br />
5 Everbank Financial Services - Banking Jacksonville Stadium Team 25 5 N<br />
6 Gazprom Energy/Power/Gas/Electricity Red Star Belgrade Team 19 5 N<br />
7 Zon Telecommunications Liga Zon Sagres Event 17.4 4 N<br />
8 CBS Outdoor Media/Press/TV London Olympics Tier Three Event 15 2 N<br />
9 Technogym Sports Equipment London Olympics Tier Three Event 15 2 N<br />
10 Turkish Airlines Airlines Euroleague Basketball Event 13 5 N<br />
11 Red Bull Drinks - Energy Central Stadium in Leipzig Team 10+ N<br />
12 MasterCard Financial Services - Credit Cards Saudi Premier League Event 10+ 5 N<br />
13 Henkel Household Products Arizona Diamondbacks Team 10+ 3 N<br />
14 Orangina Drinks - Soft Drinks Liga Orangina Event 10+ N<br />
15 Rogers Communications Telecommunications Vancouver Canucks stadium Team 10+ 10 N<br />
16 Mahindra Satyam Information Technology <strong>FIFA</strong> World Cup Event 10+ 4 N<br />
17 Bwin Gambling/Lottery Serie B Event 10+ 2 N<br />
18 Insurance Office of America Financial Services - Insurance Orlando Magic Team 10+ N<br />
19 HP Information Technology San Francisco 49ers Team 10+ N<br />
20 Bridgestone Cars/Automotive Super Bowl Half Time show Event 10+ 5 R<br />
21 Toshiba Information Technology Rugby World Cup 2011 Event 10+ 2 N<br />
22 Continental Cars/Automotive Bayern Munich Team 10+ 5 N<br />
23 Thomas Cook Travel Manchester United Team 8 4 N<br />
24 Alands Penningautomatforening Gambling/Lottery Athletico de Madrid Team 7.5 1 R<br />
25 Singha Beer Drinks - Beer Manchester United Team 6 3 N<br />
26 City of Edmonton Government Authority Edmonton IndyCar race Event 5.5 3 N<br />
27 BMO Financial Services - Banking Toronto FC Team 4 6 N<br />
28 Blue Cross Financial Services - Insurance Jaguars practice field Team 4 1 N<br />
29 Marriott Hotels USA Swimming Team 3.75 3 N<br />
30 Rolex Watches/Timing Sydney-to-Hobart Yacht Race Event 3.75 5 R<br />
Notes: Fees are reported/estimated. (N) - New deal; (R) - Renewal<br />
Source: The World Sponsorship Monitor produced by Sports Marketing Surveys. Contact: nigelg@sportsmarketingsurveys.com<br />
snapshoT<br />
Level of interest in Golf in USA and 5 European key Markets<br />
“Despite all the commotion<br />
surrounding Tiger Woods, the<br />
interest in golf is still quite<br />
high in the relevant markets of<br />
USA and Europe,” says Marcel<br />
Cordes, Executive Director<br />
SPORT+MARKT. “However for<br />
the first time in recent years, the<br />
popularity of golf in the UK is<br />
higher than in the USA.<br />
“Very interested“ and “interested”<br />
20%<br />
27%<br />
“Compared to last year, the<br />
popularity of golf in the UK has<br />
gained 5 percentage points, while<br />
in the US the level of interest has<br />
been steady in the last couple<br />
of years. The level of interest<br />
has also increased a lot in other<br />
European countries such as<br />
France and Italy. This shows<br />
clearly that golf is reaching out<br />
to fans in new markets where<br />
traditionally the sport had low<br />
penetration levels in the past.”<br />
11%<br />
10%<br />
6% 6%<br />
USA UK France Italy Germany Spain<br />
43.1m 11.4m 3.6m 4.2m 3.5m 2.6m<br />
Source: SPORT+MARKT Sponsoring 21+ 2010<br />
4 SportBusiness <strong>International</strong> • No.160 • 09.10
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