FIFA Taps Print Media Partner

Publishing giant Editora Abril is the official print media supporter of the Brazilian World Cup.
FIFA marketing director Thierry Weil with Editora Abril CEO Jairo Mendes Leal (FIFA)
FIFA announced the agreement on the heels of a meeting in Sao Paulo between Editora Abril CEO Jairo Mendes Leal and FIFA marketing director Thierry Weil.
According to football’s governing body, certain Editora Abril magazine titles will sport the logos of the 2013 Confederations Cup and 2014 World Cup. 
The publisher also gets the right to produce official event publications, an arrangement that “will not compromise the editorial independence” of its news coverage surrounding the pair of football finals.
Among the titles expected to benefit from the deal are Veja – Brazil’s biggest magazine – and Placar, a monthly football magazine.

Emir Cup Nets Sponsorship Duo
Luxury retail chain 51 East and electronics giant Sony will team up to sponsor Qatar’s top club competition.

The Qatar Football Association announced the three-year deal at Qatar Olympic Committee headquarters in Doha on the eve of the 2011 edition’s Thursday kick-off.
“We at QFA share common underlying value with Fifty One East and the objective to turn the Emir’s Cup into an iconic football tournament that demonstrates the passion of the Qatari population for sports,” QFA president Sheikh Hamad bin Khalifa bin Ahmed Al Thani said in a statement.
“That’s why we consider Sony and Fifty One East as one of our key partners.”
The annual Emir Cup pits 16 first and second division teams against each other in knockout fashion. This year’s tournament runs through May 21. Four-time winners Al Rayyan are the defending champions.
51 East is the exclusive distributor of Sony products in the tiny gulf state of Qatar, which won hosting rights to the 2020 World Cup in December.

Bremen, SiG Solar Ink Deal
Sustainability specialist SiG Solar will sponsor Bundesliga side SV Werder Bremen beginning next season.

Bremen are currently 13th in the Bundesliga standings after finishing third last season. (Getty Images)
The deal gives the Brinkum-based company extensive advertising space within Weser Stadium as well as in the club’s print and online publications.
“SiG Solar as a leading
innovator in sustainable energy is a very interesting company from our region,” SV Werder Bremen managing director Klaus Filbry said in a statement. 
“We would be happy if this partnership becomes a long-term collaboration. Having a sponsor from this industry sector, we fill an additional category in our sponsorship portfolio very well.”
More Euro 2012 Rights in Place
Commercial TV channel Telecinco will get broadcasting rights to Euro 2012 throughout Spain.
The $100 million figure reported in Spanish media is roughly $7 million less than Sogecable paid for the 2008 European finals.
The deal follows the renewal of German state broadcasters ARD and ZDF and makes Spain only the second major European market with a deal in place ahead of next summer’s tournament in Poland and Ukraine.

Spain are defending champs after besting Germany 1-0 in the 2008 edition.

Premier League Players Get Image Help
Chelsea FC are enlisting the help of a sports marketing agency to better promote some of the English Premier League club’s top stars.

Chelsea owns the image rights to Fernando Torres. (Getty Images)
Sportfive International will help the west London side find endorsement deals for those 19 players for which the club owns image rights.
“We want to work with market leaders like Sportfive and they certainly have the knowledge and experience needed,” Chelsea CEO Ron Gourlay said in a statement. 
“We expect to work very closely together to build on the club and our players’ global image and business reputation.”

Among the Chelsea players Sportfive hopes to leverage are newly signed striker Fernando Torres and defender David Luiz.

By INSIDER’s Matthew Grayson

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