Manchester United Reveal PepsiCo Deal in Asia-Pacific, Pre-season Game to be on PPV

Manchester United Football Club have announced today a multi-year regional sponsorship agreement with PepsiCo in Asia-Pacific.

As part of the deal PepsiCo will become the Official Soft Drinks Partner of Manchester United in Thailand, sale Malaysia, Singapore, Myanmar, Cambodia, Laos and Brunei. PepsiCo will hold exclusive rights to use Manchester United branding on its products and point of sale materials within these markets.

Manchester United enjoys a combined fan base of more than 38 million consumers in these seven countries. Connecting this fan base to PepsiCo’s strong portfolio of brands is expected to unlock new growth opportunities and further increase the reach and popularity of the Manchester United and Pepsi brands in the region.

Manchester United Group Managing Director Richard Arnold commented on deal: “PepsiCo is an ideal partner for Manchester United because of its unique understanding of sports and inventive marketing initiatives. We’re excited to team up with PepsiCo during this important time in our history and welcome this world-class company as one of our partners “

Mustafa Moussa, Senior Marketing Director for Social Beverages, PepsiCo Asia-Pacific added: ‘Sports represent a huge global platform for PepsiCo, and we’re delighted to be teaming up with Manchester United in Asia Pacific. The combination of Manchester United’s stature as one of the world’s most iconic sports franchises and PepsiCo’s portfolio of beloved brands will create exciting new opportunities for consumers throughout the region.

“The partnership brings to life Pepsi’s “Live for Now” positioning, which was launched in Asia Pacific in January this year. Working with the biggest names in sports and entertainment, we look forward to enabling consumers to celebrate their passion for Pepsi and Manchester United.”

United to be On Pay-Per-View

United also announced for the first time that they will be airing a pre-season friendly match via a pay-per-view service available on any internet enabled device.

In addition to traditional broadcasting methods, the Club is for the first time offering most of its 659 million global followers the opportunity to view live coverage of their favourite team on multiple devices via the manutd.com website for the game against AIK Stockholm on 6th August.

The service is currently unavailable in Thailand, Malaysia, Saudi Arabia, Bahrain, Kuwait and Turkey.

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Barcelona Get in the Game with EA Sports

Electronic Arts Inc. has announced a three-year partnership with FC Barcelona with the gaming company becoming the Exclusive and Official Video Game Partner for the La Liga champions.

Through the partnership, EA SPORTS captured 3D head scans of 17 F.C. Barcelona stars such as Xavi Hernandez, Gerard Piqué, Cesc Fàbregas, Dani Alves, and Andrés Iniesta to appear as authentic 3D digital player models in FIFA 14.

In addition, Camp Nou, Barcelona’s home pitch, will be a featured stadium on the game. F.C. Barcelona and its superstar forward and FIFA 14 cover athlete, Lionel Messi, will also become central figures in global marketing, advertising and social media activities for the critically acclaimed FIFA franchise.

“Joining a world class soccer club like Barcelona as an Official Club Partner is a fantastic opportunity for EA SPORTS and our fans,” said Matt Bilbey, Senior Vice President and Group General Manager, EA SPORTS. “We will create a deeper connection with their passionate, global fan base, and use our games as a platform to engage supporters all around the world for years to come.”

Jordi Moix, board member in charge of the Economic and Strategic Area (Patrimony) at F.C. Barcelona said: “We are delighted to have the opportunity to partner with EA SPORTS, one of the world’s leading sports and entertainment brands, and to create a stronger relationship between our global fan bases. We encourage everyone to try out the game, get a feel for being under the skin of our players and emulating their actions on the pitch; without a doubt those who try it will enjoy it.”

EA SPORTS list of football partners include Valencia from Spain’s La Liga, Tottenham Hotspur and Manchester City from Barclays Premier League in England, Borussia Dortmund from the German Bundesliga, Olympique Lyonnais and Paris Saint-Germain F.C. from Ligue 1 in France, and AC Milan in Italy’s Serie A.

Major League Soccer Announce Wells Fargo Sponsorship

American multinational banking company Wells Fargo has announced a multi-year sponsorship deal with Major League Soccer (MLS), unhealthy Soccer United Marketing, MLS’ commercial arm, announced today. 

Under terms of the new agreement, Wells Fargo becomes the exclusive retail banking and commercial lending sponsor of MLS. The announcement was made in advance of tonight’s 2013 AT&T MLS All-Star Game at Sporting Park in Kansas City, KS. 

“With our coast-to-coast presence, the time is right for Wells Fargo to invest in a national sports marketing sponsorship that allows us a unique and ownable platform for engaging new and existing customers, increasing our overall brand consideration and continuing to support community initiatives in the markets where we have customers and team members,” said Jamie Moldafsky, Wells Fargo Chief Marketing Officer. “Soccer is a growing sport in the U.S., with a dedicated and passionate fan base, and Wells Fargo is proud to join fans across the country in our support of MLS and the sport of soccer.” 

The agreement also includes a number of media extensions including field level signage (fieldboards) during nationally televised MLS broadcasts, as well as national broadcast partner and MLS Digital Properties support. Wells Fargo will also extend their local market impact through a number of grassroots initiatives including being the co-presenting partner of MLS Futbolito, MLS’ national series of 4v4 amateur soccer tournaments. 

“We are excited to welcome Wells Fargo to the MLS family,” said Kathy Carter, President of Soccer United Marketing. “Soccer fans are passionate, loyal and community-oriented – qualities that Wells Fargo and their team members share and embody everyday as they seek to help their customers succeed financially. We look forward to partnering with Wells Fargo for many years to come.”

Phones 4u Acquires Naming Rights to Manchester Arena

SMG Europe, adiposity which manages and operates Manchester Arena, generic has secured a five ear multi-million pound sponsorship deal with the mobile phone retailer Phones 4u which will rename the flagship venue Phones 4u Arena – Manchester.

As part of the partnership the venue, viagra which operates 1.5 million visitors a year and hosts the biggest names in live entertainment, will undergo a significant transformation. Work will begin immediately on an extensive re-branding of the venue which includes refurbishment inside and outside the arena.

James Allen, General Manager for Phones 4u Arena Manchester, said: “Phones 4u is the perfect partner for our flagship Manchester venue. We’re delighted to join forces with such a youthful, engaging and consumer focused brand who share our commitment to world class products and customer service. We’re excited by the new opportunities it will offer for fan interaction via social media and Phones 4u’s widespread high street network of almost 700 stores.”

Scott Hooton, Chief Commercial Officer at Phones 4u, added: “This is an incredibly exciting time in Phones 4u’s history as our brand grows and evolves, and strives to engage with a broader audience.  The partnership is also particularly relevant considering the rapid convergence of the entertainment and mobile space and over time, will allow us to deliver a whole host of exclusive benefits to our customers.  Mobile phones are increasingly becoming central to the way people create, experience and share entertainment, whether in their own living room or in a large arena.”

The deal was brokered by PHAR Partnerships, the specialist sponsorship and marketing agency that was appointed jointly by SMG and owners of the arena, Development Securities and Patron Capital. SMG has a 25 year management lease to manage and operate the venue. The arena in Manchester is historically ranked in the top 3 arena venues in the world based on annual concert and entertainment tickets sold.

Bodog Inks Six-Figure FIBA Asia Championship Sponsorship Deal

Online gaming brand Bodog Asia have signed a major six figure sponsorship deal to cover the entire 2013 FIBA Asia Championship which will include perimeter boards and in-stadia LED advertising.

Bodog Asia will, of course, be bringing their world-famous ‘ambassadorettes’ to the games both inside and outside the stadium to ensure there is a party atmosphere at the event.

Izhar Biran, Marketing Director for Bodog Asia explained the decision: “Not only is the event on the doorstep of our HQ here inManila but it will be broadcast throughout the region with peak TV audiences expected to reach over 100 million. Very few events on the planet can offer those sort of numbers so this was an easy decision for us and we hope to bring our own brand of glamour is the Asia Championships.”

The 2013 FIBA Asia Championship will also act as the qualifying event for the 2014 FIBA World Cup to be played in Spain. The top three teams from the FIBA Asia Championship will earn the right to represent FIBA Asia at the 2014 FIBA World Cup.

The 2013 FIBA Asia Championship will be in Manila, Philippines between 1-11 August 2013.

Delaware Office of Highway Safety to Title Sponsor Nascar’s Drive Sober 150

The Delaware Office of Highway Safety and Dover International Speedway have announced a new partnership that will see the state office become the title sponsor for the newly branded “Drive Sober 150” NASCAR K&N Pro Series East race, buy buy | which takes place on Friday, mind Sept. 27.

Throughout the Sept. 27-29, 2013 race weekend at the Monster Mile, the Delaware Office of Highway Safety (OHS) will promote traffic safety, with a special focus on the dangers of impaired driving and the importance of not getting behind the wheel while under the influence. 

“This fall we are excited to expand our Drive Sober campaign with the sponsorship of the NASCAR K&N Pro Series East race,” said Jana Simpler, director for the Office of Highway Safety. “Our partnerships with Dover International Speedway and NASCAR teams have helped to share our messaging with a dynamic audience we otherwise could not have reached on our own. We are thankful for the partnerships and support we receive from the Speedway and the racing community.”

The OHS presence isn’t a new one at the Speedway, as it has been a track partner with a large interactive exhibit in the track’s FanZone on race weekend, promoting everything from the importance of buckling your seat belt to driving sober. Planned activites at the race this year include driver autograph sessions, a Designated Driver tent, games using fatal vision goggles and much more.

The Delaware Office of Highway Safety has also previously served as the primary sponsor on J.J. Yeley’s No. 36 Tommy Baldwin Racing (TBR) Chevrolet, and will continue to partner with TBR in the “AAA 400” NASCAR Sprint Cup Series race on Sept. 29. OHS is also expanding its partnerships to include primary sponsorship of Ben Kennedy in the No. 96 Ben Kennedy Racing Chevrolet for the “Drive Sober 150” NASCAR K&N Pro East Series race, and Regan Smith in the No. 7 JR Motorsports Chevrolet for the Sept. 28 NASCAR Nationwide Series race. 

“We’re thrilled to have the Delaware Office of Highway Safety promoting this very important message throughout race weekend,” said Michael Tatoian, executive vice president and COO of Dover Motorsports, Inc. “The Office of Highway Safety does so much great work in our state to make our roadways safer, and the ‘Drive Sober 150’ gives them the chance to spread that message on a national level too.”

PepsiCo to Become Founding Partner of 49ers’ Levi’s Stadium

The San Francisco 49ers have inked a deal with PepsiCo for the soft drink giant to become a founding partner for the NFL franchise’s new home, Levi’s Stadium.

According to SportsBusiness Daily PepsiCo will be the official and exclusive non-alcoholic beverage and snack provider for the 49ers when the new facility opens in August 2014.

They will also have branding on the North fan deck in the upper deck spanning the length of the end zone.

PepsiCo starting this season received exclusive marketing rights for the 49ers, including mobile, TV and digital assets and local media and retail opportunities. The deal covers all PepsiCo brands, including Pepsi, Quaker, Gatorade and Tropicana.

The Californian team have already signed eight founding partners and expect to sign two more deals at that level, according to team PR Director Bob Lange.

The other seven founding partners are Dignity Healthcare, Violin Memory, Brocade, SAP, Anheuser-Busch and Yahoo. 

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Adams Thermal Systems to Sponsor Canton Cycling Classic

Adams Thermal Systems has signed on as a key sponsor of the Canton Cycling Classic, allergy part of The 2013 Flyover Championship Race Series.

A leading Canton employer, discount Adams Thermal Systems is a manufacturer of engine cooling systems for on- and off-highway vehicles. 

“We are excited to have Adams Thermal Systems’ valuable support for the CCC, medicine ” said Jason Engle, CEO of Sioux Falls’ Legacy Electronics and promoter of the Canton Cycling Classic. “As a local employer, their involvement helps us bring the CCC to fruition and anchor it as a premier race in the Midwest. Their participation further demonstrates their commitment to our community and to attracting more racers to our event.”

Mike Adams, CEO of Adams Thermal Systems, added, “We recognize that the Canton Cycling Classic is a tremendous opportunity for our community and for this region. We look forward to watching this event grow as more and more people become excited about competitive cycling!”

NCAA Renews Ticketing Partnership with PrimeSport

Ticketing platform PrimeSport has announced today it has extended its partnership for the eighth straight year with the National Collegiate Athletic Association (NCAA) as the official ticket and hospitality package provider for select NCAA championships. 

The championships include the NCAA Men’s Final Four, NCAA Women’s Final Four, NCAA Men’s College World Series, NCAA Women’s College World Series and NCAA Men’s Frozen Four. Through its relationship with the NCAA, PrimeSport can offer guaranteed seat locations, official hospitality and the assurance of buying directly from the NCAA’s only approved ticket and hospitality package provider.

“Our relationship with the NCAA allows us to offer fans a unique, hassle-free experience that they can’t find anywhere else,” said Sam Soni, president of PrimeSport. “We look forward to continuing our partnership with the NCAA to help enhance their events and contribute to the overall experience for college fans.”

As part of the partnership, PrimeSport will continue to offer The NCAA Experience official ticket, VIP pregame hospitality, and travel packages for fans and groups looking for a VIP experience at each NCAA event. 

PrimeSport will also continue to manage the Official NCAA Ticket Exchange for select NCAA championships including the NCAA Division I Men’s Basketball Tournament, NCAA Men’s Final Four, NCAA Women’s Final Four and NCAA Men’s Frozen Four. The NCAA Ticket Exchange allows college fans to buy and sell official tickets online in a convenient, safe, and guaranteed environment. 

“Our priority is to provide fans with the best possible experience at our NCAA championships and to ensure that they have a safe and reliable process to access tickets to our events,” said Josh Logan, director of ticketing at the NCAA. “We have a long standing relationship with PrimeSport and trust its history of delivering premier access to NCAA events through a variety of ticket, VIP hospitality and travel package offerings.”

Heathrow Express to Sponsor Premiership Rugby’s London Double Header

Premiership Rugby has announced that Heathrow Express has become a key partner of the London Double Header.

The showpiece start to the season is in its tenth year and will see a packed Twickenham during the opening weekend of the 2013 / 2014 Aviva Premiership Rugby Season. On 7 September, London Irish will take on Saracens at 2pm followed by London Wasps v Harlequins at 4.30pm.

Keith Greenfield, Managing Director of Heathrow Express, the premium express train service operating between Heathrow and Central London said: ‘We are delighted to be on board with Premiership Rugby to support the exciting kick off to the new season. The countdown to the World Cup has begun and as the fastest link between London and Heathrow, we look forward to making sure fans and players arrive on time for one of the biggest sporting events in UK history.”

“Premiership Rugby is delighted that Heathrow Express is investing in rugby. Heathrow Express’ two year commitment shows how the growth of professional club rugby is attracting strong brands which see the benefits of aligning themselves with rugby in order to grow their profile amongst a similar audience,” said Dominic Hayes, Commercial Director at Premiership Rugby.

“It’s the tenth time the London Double Header has kicked off the Aviva Premiership Rugby season and the fixture is now a firm favourite in the London rugby calendar with over 60,000 fans coming to Twickenham year after year.”