01 cover sbi 152.indd - FIFA/CIES International University Network
01 cover sbi 152.indd - FIFA/CIES International University Network
01 cover sbi 152.indd - FIFA/CIES International University Network
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UPDATA 12.09<br />
www.sportbusiness.com<br />
DEAL oF THE MoNTH<br />
Global financial services<br />
provider Barclays agreed a<br />
three-year deal to extend its<br />
title sponsorship of the English<br />
Premier League.<br />
About the deal<br />
Barclays has been sponsor of<br />
the Premier League since 20<strong>01</strong>,<br />
using its Barclaycard brand from<br />
20<strong>01</strong> to 2004. The deal <strong>cover</strong>s<br />
the global title sponsorship<br />
of the Premier League and<br />
includes exclusive worldwide<br />
marketing rights, UK and<br />
international TV programme<br />
accreditation, extensive<br />
advertising packages, matchday<br />
tickets and hospitality. Barclays<br />
will also continue to include the<br />
biennial pre-season tournament,<br />
the Barclays Asia Trophy.<br />
What drove the deal<br />
“The Barclays Premier League<br />
sponsorship has been very<br />
successful for Barclays and<br />
the strategic fit is stronger<br />
than ever. The sponsorship is a<br />
very important element of our<br />
marketing mix and provides a<br />
cost effective method to market<br />
our organisation, helping us in our<br />
ambition to be one of a handful of<br />
banks leading the global financial<br />
services industry,” said Barclays<br />
president Robert E. Diamond Jr.<br />
What’s it worth<br />
$134.5 million over three years.<br />
ToP 30 SPoNSoRSHIP DEALS: OCTOBER 2009<br />
Sponsor Value Duration Deal<br />
No Sponsor Industry Country Event or Activity type ($m) (years) type<br />
1 Barclays Financial Services - Banking UK Barclays Premiership Event 134.5 3 R<br />
2 Staples Office Equipment USA Staples Center Organisation 100+ R<br />
3 ING Financial Services - Banking Netherlands Holland Team 40 8 N<br />
4 Mars Financial Services - Other UK English Football Association Organisation 40 5 N<br />
5 Thomas Cook Travel UK London Olympics 2<strong>01</strong>2 Tier Two sponsor Event 35 3 N<br />
6 Garmin Consumer Electronics USA Garmin-Slipstream Team 18 3 R<br />
7 Repsol Oil/Petrol <strong>International</strong> Honda team in Moto GP Team 16 1 R<br />
8 Enterprise Rent-A-Car Car Rental USA NHL Organisation 12 3 N<br />
9 Puma Clothing - Sports Czech Republic Tomas Rosicky Personality 10+ N<br />
10 TW Steel Watches/Timing <strong>International</strong> Renault Team 10+ 3 N<br />
11 Mercedes Cars/Automotive USA US Open Event 10+ 4 N<br />
12 Babolat Clothing - Sports USA Andy Roddick Personality 10 4 R<br />
13 Nordea Financial Services - Banking Sweden Scandinavian Masters Event 9 3 N<br />
14 adidas Clothing - Sports UK Scottish Football Association Team 8 4 N<br />
15 Lindt Food - Confectionery <strong>International</strong> Roger Federer Personality 7.5 5 N<br />
16 Jacobs Creek Drinks - Wine Australia Australian Open Event 7.5 3 N<br />
17 Rolex Watches/Timing USA Andy Roddick Personality 5 - 9.9 R<br />
18 Valero Energy Energy/Power/Gas/Electricity USA Alamo Bowl Event 7.2 4 R<br />
19 Omega Watches/Timing Dubai Dubai Desert Classic Event 6 5 N<br />
20 Ford Cars/Automotive New Zealand New Zealand Cricket Team 5.4 3 N<br />
21 FedEx Couriers/Freight Europe Heineken Cup Event 5 4 R<br />
22 Efes Pilsener Drinks - Beer <strong>International</strong> Euroleague Basketball Event 4.2 3 R<br />
23 Friends Provident Financial Services - Insurance UK Friends Provident T20 Event 4 N<br />
24 McDonalds Restaurants Thailand Thailand Team 2.96 N<br />
25 John Smith’s Drinks - Beer UK John Smith’s Grand National 2<strong>01</strong>1 to 2<strong>01</strong>3 Event 2 3 R<br />
26 Visa Financial Services - Credit Cards UK Olympic Games Event 2 3 R<br />
27 Fujitsu General Engineering UK V8 Supercar Series Event 2 2 R<br />
28 Copart Cars/Automotive USA Roush Fenway Racing Team 2 1 N<br />
29 UMB Bank Colorado Financial Services - Banking USA Denver Botanic Gardens’ amphitheater Organisation 1 - 2.49 3 N<br />
30 Totinos Pizzas Restaurants USA Winter Dew Tour Event 1 - 2.49 1 N<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 />
BETTING INDUSTRY GRoWING STRoNG IN SHIRT SPoNSoRSHIPS<br />
Football shirt sponsorships<br />
have defied the credit crunch<br />
and stabilised across Europe’s<br />
six key leagues at a total of<br />
€395.5 million, according to<br />
SPORT+MARKT’s 11th European<br />
Jersey Report.<br />
Banking / Financial services / insurance<br />
Energy Supplier<br />
Telecommunications<br />
Betting/ Lottery<br />
Travel/ Tourism/ Accomodation<br />
Others<br />
The betting industry has been a<br />
driving force in avoiding a fall in<br />
value in the shirt sponsorship<br />
market for the 2009-10 season,<br />
despite operators having to<br />
find their way around betting<br />
restrictions in certain European<br />
markets, including France.<br />
“With the international exposure<br />
of English and Spanish teams,<br />
they provide a perfect global<br />
advertising platform to reach<br />
football fans across all markets,<br />
worldwide,” said Gareth Moore,<br />
SPORT+MARKT <strong>International</strong><br />
Sales Director.<br />
29.0<br />
43.4<br />
48.3<br />
Source: SPORT+MARKT European Jersey Report 2009/10<br />
142.8<br />
Total<br />
395.5m<br />
56.4<br />
75.6<br />
4 SportBusiness <strong>International</strong> • No.152 • 12.09
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