The year started off with developments in the snowboarding scene and the Hockey India League as well as news of another backer joining the Tokyo 2020 group’s bid to host the Olympic and Paralympics Games.
Japanese snowboarder and medalist Kazuhiro Kokuba switched equipment suppliers from Burton to Capita in time for the 2013 season. The International Ski Federation World Cup winner joins a growing list of of athletes –such as X-Games gold medalist Dan Brisse and Scott Stevens - on the American company’s roster.
“We’re honoured to have Kazu join us,” said Capita president Blue Montgomery. “"Who he is, how he presents himself, what he stands for... he's a very unique person and such a stylish, powerful snowboarder. He defends awesome, “ said Montgomery. “The future around here looks bright."
India’s new franchise-based organization, the Hockey India League, has secured a multi-year sponsorship deal with motorcycle maker Hero Motocorp. The inaugural edition of the league, to begin later this month, will be renamed the Hero Hockey India League.
“We are delighted to have Hero Motocorp as the title sponsor of the Hockey India League,” said league spokesperson Narinder Batra, “Hero Group and particularly its managing director and chief executive, Pawan Munjal, have always been great well-wishers of Indian Hockey and they have supported many initiatives of Hockey India in the past few years.”
Pawan Munjal, managing director and chief executive of Hero MotoCorp, said: “Hockey holds a special place in our hearts and we are pleased to partner with Hockey India League. . I am sure that the initiative taken by Hockey India to start this league will go a long way in developing the game and bring back its old glory.”
The company is a staunch supporter of Indian hockey. Hero Motocorp sponsored the 2012 Olympics qualifier tournament – the Hero International Hockey Federation (FIH) Road to London 2012 – and the 2010 FIH World Cup in New Delhi.
Tokyo’s bid to host the 2020 Olympic and Paralympics Games is going full swing. The latest partner to join in support of the project is the Japanese newspaper Yomiuri Shimbun.
The paper, which claims a readership of some ten million, will generate public support for the project by spreading the word to its diverse readership throughout the country.
International Olympic Committee (IOC) member Tsunekazu Takeda said the level of corporate support demonstrates the high level of passion the country has for sport.
Yomiuri Shimbun is the 11th partner of Tokyo 2020’s bid and is joined by Asics Corporation, Descente, JTB Corp, Kinki Nippon Tourist Co. Ltd, Mizuno, All Nippon Airways, Japan Airlines, ALSOK, Yahoo! Japan, and Gree.
Istanbul and Madrid are also bidding for the Games to be held in seven years time.. The IOC will vote to select the 2020 host during the 125th IOC Session on 7th September in Buenos Aires, Argentina.
(Note: This will be the last weekly news round up published)
There was a full slate of sports marketing news last week with developments in golf, marathon running and cricket as well as the latest promotion campaign from Adidas and another media deal.
The winner of this year’s Omega Dubai Ladies Masters, Shanshan Feng has been named brand ambassador for the Swiss watch brand. The 23-year-old, the first Chinese player to win an LPGA Major, joins the ranks of Greg Norman, Sergio Garcia and Michelle Wie on Omega’s list of brand ambassadors.
The company website included the following statement: 'Omega is proud that this outstanding competitor, whose smile lights up every course she plays on, has joined its family of golfing brand ambassadors. The brand looks forward to celebrating with Shanshan Feng each time she adds to her already-impressive list of victories and achievements on the golf course.'
BMW’s management representatives say they’re satisfied with the company’s sponsorship of the latest Standard Chartered Marathon Singapore. The company’s Asia Group director Neil Fiorentinos said long distance running and BMW cars have a lot in common because the idea is to cover as much ground as possible using the least amount of energy.
Marketing director Lito S. German said the idea of sponsoring the marathon was to create a brand association with the runners as a new target audience for BMW. This was the German car brand’s second year as sponsor of the event.
Emirates Airline has renewed its sponsorship of domestic cricket in Pakistan for another year. The Dubai-based aviation firm is also a sponsor of the 2012 Faysal Bank T20 and the 2013 Faysal Bank T20 Super 8 competitions.
Airline representative Khalid Bardan said being associated with cricket allows the company to build a closer connection with the Pakistanis. “Last year, we hosted hundreds of pupils from disadvantaged schools at matches,” he says, “while our sponsorship rights enabled us to take star players to a number of orphanages and schools where we staged coaching clinics and signing sessions. We aim to do this again this season, while the sponsorship also demonstrates our on-going support for the growth of cricket."
The latest Adidas mobile gaming app challenges fans to speed it up so they can finish tasks in the quickest time possible. The f50 Game promotes the latest adidas football boots that feature performance-tracking technologies.
The idea of the game is to study selected images of adidas-sponsored football players and spot the location of the football in the scene. Those posting the fastest times are eligible to win prizes.
This week’s media deal involved the ASEAN Basketball League extending and expanding its broadcast agreement with ESPN Star Sports. The network has given the six-team Southeast Asian basketball league a new prime time Friday night slot for the coming 2013 season and will work with the ABL on enhanced on-air graphics.
The live broadcasts will be available across the network’s regional group of channels as well as online and on mobile.
The next ABL season begins January 11, 2013.
December came charging in with marathon news and the Tiger Street Football League. There’s a new Get Fit program from energy drink 100Plus along with the latest from boxer Manny Pacquiao. And the week ends off with a few media deals.
Energizer Malaysia said it wouldn’t be organizing the annual Energizer Night Run in 2013 because the company has other priorities. The third event, held earlier this year, was considered successful.
Company representatives say they will announce the details of next year’s campaign at a later date.
Television network ESPN Star Sports has renewed its sponsorship of Tiger Street Football. The event has gained popularity across Asia since it was set up in 2011. Tiger Street Football has a confirmed audience of 310 million viewers in 21 territories and organizers are looking to reach out to new markets in Australia, Cambodia and Mongolia.
Energy drink brand 100Plus kicked off “Cergaslah Malaysia”: a get fit plan encouraging Malaysians to lead a more active lifestyle. The first phase of the campaign was a contest held on its website and promoted on the 100Plus Facebook page. The next stage will include on-ground activities featuring popular sports figures Dato Lee Chong Wei and Safee Sali.
The campaign was organized by the agencies Publicis, Initiative, Rally and RougePR. Company representatives hope the initiative will increase sales by 15%. 100Plus is a brand of carbonated isotonic sports drink sold in various countries including Singapore, Malaysia, Indonesia and South Africa.
Sports apparel giant Adidas is using Hip Hop to attract fans across Southeast Asia. Company spokespersons say they’re satisfied with the results of the Adidas Laced Up Tour campaign.
Organized dance parties were held in the cities of Singapore, Kuala Lumpur, Saigon, Manila, Jakarta and Bangkok. An all-platform campaign promoted the events as well as retail advertising in Adidas stores.
Manny Pacquiao is as busy as ever. The eight division world champion signed a sponsorship deal with California-based Wonderful Pistachios. The company’s other endorsers include the cartoon characters The Simpsons and the Village People. Pacquiao will receive about USD $25-30 million from his bout with Juan Manuel Marquez on December 8 in Las Vegas.
Media deals last week included Eurosport Asia-Pacific’s arrangement to broadcast about 60 matches of the Kontinental Hockey League for the next two years. The agreement covers the regions of Brunei, Cambodia, Myanmar, Papua New Guinea, Sri Lanka and Tonga.
The Chinese media company Celestial Tiger Entertainment signed a broadcasting contract with the Lingerie Football League. League games will be aired on CTE’s action channel Kix early next year across the Pan-Asian region.
“The LFL is not about models attempting to play football,” said CTE programming VP Betty Tsui, “the LFL presents tough, sexy and talented female athletes playing full-contact, American football.”
The Lingerie Football League features female players dressed in helmets. shoulder pads, bras and panties. Included among the league’s seven teams are the San Diego Seduction, Los Angeles Temptation and Cleveland Crush. The LFL is based in Las Vegas.
The last week of November brought us a mix of developments in football, motorsports and tennis along with Olympics news and a media deal.
Sportswear behemoth Nike signed an extension to an agreement with the Football Association of Singapore to provide kits to the national team until 2016. The team showed off the new jerseys at the 2012 AFF Suzuki Cup matches scheduled to run until December 22 in Malaysia and Thailand.
Singapore last won the championship in 2007.
The Perth-based Oil and Gas Mining Institute and the governmental agency Australia Unlimited have sponsored an Indian-Australian football tournament on southern India’s Malabar Coast. The competition will include five teams from the cities of Madurai, Mumbai competing over two days with a grand final taking place on Sunday 2nd December in Kozhikode.
ESPN Star Sports Management agreed to a two-year renewal with Tiger Beer over sponsorship of the Street Football competition. News of this development comes as the soccer event prepares to expand into Australia, Cambodia and Mongolia next year.
The events management group also announced some motorsport news. Tyre maker Achilles will continue as title sponsor of the Formula Drift Asia series for the next three years. Achilles Formula Drift Asia events are planned for Malaysia, Indonesia and Australia in 2013.
Pieter Tanuri, head of the tyre brand’s owner PT Multistrada Arah Sarana Tbk. says the company wants to advance the world of drift racing and establish his product as a premium brand across the region.
In tennis news, the Chennai Open tournament organizers got a pat on the shoulder with the announcement that two established backers have committed themselves as sponsors for next year’s event.
Swedish car-maker Volvo announced it would return to the ATP World Tour 250 series event serving as its official car for the fifth year in a row. Brandy brand Bols Kyndal said it would also return for a second year of association with the tournament. The spirit importer and distributor will host the official player party of the event.
The 18th edition of the Chennai Open will be held from 31st December 2012 to 6th January, 2013 at the SDAT Stadium in Chennai.
The China Daily website reports that a major textile manufacturer has become an official partner of the Chinese Olympic Committee. Hengyuanxiang Group has committed to sponsoring the Chinese Olympic team until after the Rio Games in 2016.
China finished second as medal-winner at London 2012, winning 38 golds, 27 silvers and 23 bronzes. The week’s media deal had ID Sports, organizers of the upcoming Tour de India cycling race signing up with Mumbai-based radio network Radio City for coverage of the event. The race is set to run from 2nd to 9th December across the cities of Mumbai, Delhi and Bangalore.
Tour de India’s other sponsors include appliance producer Godrej Eon, Hero Cycles, Metro Tyres, Alchemist and Air India.
Tokyo’s bid for the 2020 Olympic and Paralympic Games was in the news last week as well as the Asian Tour golf tournament and Pepsi stepping in as sponsor of an Indian cricket tournament. There were also the usual mix of interesting media deals.
Tokyo has taken on another partner - its eighth – in the Japanese capital city's drive to secure the hosting of the 2020 Games.
One of the country’s largest security services groups, ALSOK joined the likes of Asics, Mizuno Corporation, Descente and Japan Airlines as well as others as backers of the city’s bid to host the Games.
The group has set a budget of USD $77.8 million for the candidate phase of the project.
Competing with Tokyo for the right to hold the Games are Madrid and Istanbul. The International Olympic Committee meets in Buenos Aires next September to decide the issue.
Sports apparel maker Inetol Headwear announced it was extending its support of the Asian Tour golf tournament for another three years.
Chief executive Albert Chow said his company distributes 10 million caps a year and much of that volume has come through exposure from the Asian Tour.
In cricket news, Pepsi has become the new title sponsor of the Indian Premier League. The company committed itself to paying out more than USD$ 71 million over the next five years. Pepsi has already backed the IPL mostly through team sponsorships. The sixth season of the IPL begins on April 3rd and runs until 26th May.
The week rounded off with a rush of media deals. MP & Silva acquired the rights to the Premier League in Indonesia, New Zealand and 15 Pacific islands such as American Samoa, Cook Islands, Kiribati, Tuvalu and Vanuatu.
The agency will market the rights to broadcasters in each region.
Chinese Television made a deal with the NBA to increase coverage and set up a media team from both countries to further promote American basketball in China. Live games will be aired on CCTV5 as well as tape-delayed games and league highlights.
CCTV5 will also live cast the Eastern and Western Conference Finals, the NBA Finals and NBA All-Star events including the All-Star Game, State Farm NBA All-Star Saturday Night, and the BBVA Rising Stars Challenge.
IMG Media clinched the next cycle of Premier League rights in Japan, Vietnam and Mongolia in a three-year deal.
Hong Kong’s Now TV has locked up the rights to broadcast the Barclays Premier League for three years starting next year.
The group can now broadcast 380 matches on TV and other platforms. Now TV also holds the rights to broadcast other football events including La Liga, English FA Cup and J League.
Last week’s news included a mix of soccer, field hockey, cycling and golf along with an update on the 2014 Asian Games and a media deal.
Singapore’s soccer team Albirex Niigata has a new backer. The Japanese sports brand Gol.Japan replaces Adidas as the team apparel sponsor.
The Japanese J League club affiliate will wear Gol.Japan playing kits from next January till the end of the 2016 season.
The Burman family, owners of the Indian medicine manufacturer Dabur, have bought a franchise of the new Hockey India League to be based in Mumbai. The Burmans join the ranks of Sahara Group and Uniexcel Group as owners of the six-team league scheduled to begin its first season on January 5 with local broadcast coverage provided by Star Sports.
In cycling news, the Japanese bicycle parts maker Shimano has extended its title sponsorship arrangement with the Argos Shimano road cycling team.
The Dutch team is expecting the outcome of its application to join the top-level UCI World Tour. The deal should be worth about USD $3 million.
Korean golf ball producer Volvik has become a major sponsor of the 2013 Australian Ladies Masters. The company joins the Royal Automobile Club of Victoria as a co-title sponsor . The 2013 Volvik RACV Ladies Masters is scheduled to be played between the 1st and 3rd February at the Royal Pines Resort in Benowa, Queensland.
There’s lots of news from the Incheon 2014 Asian Games. The Korean electronics giant Samsung has agreed to sponsor various categories of the event as well as supply laptops and PCs. Other sponsors include Korean Air and the Swiss watch maker Tissot.
The Olympic Council of Asia announced that the 2019 edition of the Asian Games will be held in Hanoi. “Vietnam has all the tools,” says Olympic Council of Asia president Sheikh Ahmad Al Fahad Al Sabah, “a country with big potential and a booming economy.”
Organizers say they plan to improve the city’s infrastructure with the addition of highways, a new airport terminal and various sports facilities. The Vietnamese capital has a population of 7 million.
The week rounded off with a media deal. The National Basketball Association has joined up with the Sony Six channel in broadcasting NBA games in India.
The three-year deal includes live NBA games and original programming as well as hosting live grassroots events in the country. Organizers hope to engage Indian youth by bringing together top NBA players and celebrities from Sony Entertainment and Bollywood.
Sony Six will cover live NBA games every Thursday, Friday and Sunday, with replays in primetime. The broadcaster will air 72 NBA regular season games, up to 18 playoff games, the Eastern and Western conference finals, the NBA finals and All-Star events.
Industry insiders see the move as a way to further develop the popularity of American professional basketball in India.