Friday, December 14, 2012

Asian Sports Business Round Up 14th December 2012


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.

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