EURO 2016 Centralised Marketing: Opportunity or Nightmare for Sponsors?

Hi everyone,
Carlsberg has signed-up to UEFA’s new central marketing programme in a move which continues a relationship started in 1998. The deal is significant because it gives the brand rights not only to the finals of the competition but for the qualifying tournament as well. With games across every members territory from 2014 through to the finals in France.

The 2012 Best Global Football Brands Based on the 13th Annual Best Global Brand Report

Hi guys,
According to Interbrand‘s 13th annual best global brand report, the 3 most valuable global brands in 2012 are Coca-Cola, Apple and IBM. I had a look at the ranking and asked myself the following question: “How did football brands do?” Let’s have a look

Ronaldinho: You Drink Pepsi, You Lose Coke

Hi everyone,
Cocal-Cola recently terminated its deal with Ronaldinho. The Brazilian crossed the line by showing up at a press conference with Pepsi cans in front of him. For the Atlanta firm, there are things you do not play with.

Coca-Cola Turns Corporate Box into Fan Dorm: Simple Ideas are the Best

Hi everyone,
When sponsors are working on leveraging their partnership with a football club, the best way is two folds. First, keep it simple and second engage fans. Coca Cola found (again) the magic formula by transforming a Benfica’s corporate box into a fan dorm.

Two New Sponsors for UEFA Euro 2012

Hi everyone,
Euro 2012 signed two new partnerships with Ukrsotsbank PJSC a member of UniCredit and Canon. Ukrsotsbank PJSC will be the third national sponsor and official bank for the UEFA Euro 2012. Canon will be the official imaging provider for the tournament.

Turmoil at FIFA: What do Sponsors Say?

Hi guys,
A lot to talk about. The amazing Champions League Final, Messi, what Champions Leagues sponsors and non sponsors did around the event and the FIFA bribery allegations. Let me start with the latter. A big turmoil at FIFA at the moment, and the question I have been wondering is: What do FIFA sponsors say about all this?

FIFA corruption crisis: Sony takes a step back

Hi all,
I was reading earlier an article on Sport Business.com reporting the fact that Sony distances itself from the FIFA World Cup bid crisis. Sony is a FIFA partner, so are adidas, Coca-Cola, Emirates, Visa, Hyundai-Kia. Sony said that “the probe into the bidding to host the 2018 and 2022 World Cup “isn’t great”.

Football players ARE brands (bis)

Dear all,
On August 3, I wrote an article about football players being brands. They have values, vehiculate an image that brands and companies associate themselves with. Today, Wayne Rooney was dropped by Coca-Cola. He will no longer be the Coke Zero icon following allegations about his private life.

2010-2011 Champions League Trophy tour by Unicredit

Hello everyone,
Unicredit is a UEFA sponsor and will be executing for the second season in a row, the Champions League Trophy tour. The Financial institution will display the trophy mainly in central and east European countries (Czech Republic, Slovakia, Poland, Austria and Germany).

The African book of Happiness by Joseph Peter

Howdy everybody,
Coca-Cola partnered with photographer Joseph Peter to create a book. Not any book. A one-of-a-kind book featuring the African Happiness during the World Cup Trophy Tour by Coca-Cola. The photographer followed the Trophy tour schedule and captured happiness along the jouney.

It’s called “The African Book of Happiness”

The Coca-Cola celebration award celebrates CSR

Howdy everybody,
Coca-Cola showcased appealling marketing activations to leverage its partnership with the 2010 FIFA World Cup. The Trophy tour and the Celebrations ad are good examples. With the Coca-Cola celebration award recently given to Tshabalala, the Atlanta firm is capitalizing on the World Cup momentum, by adding a strong CSR component and engaging football fans. Another benchmark of how global football brands display their CSR initiatives by leveraging their products and simulteneously activating their marketing rights in the smartest possible way.

My World Cup 2010 Marketing wrap-up

Hi everyone,
The first World Cup on the African soil is over. It was a fantastic World Cup, and South Africa can be proud to pull off such a great performance! On a sport point of view, the team that was playing the best football won. It was a pleasure to watch the likes of Xavi, Iniesta, Pedro, Villa playing together as a team. The Dutch did not play football. De Jong could be featured in the next Karaté kid movie with Jackie Chan, and I wonder how Van Bommel did not have a red card. I said on Twitter that he represents everything I hate in football. I stick to this judgement. Anyways, football marketing-wise, I would like to share with you a wrap-up article of the 2010 FIFA World Cup South Africa. Enjoy!