Arsenal, Puma Confirm Licensing Deal
Puma is the new official kit partner for Arsenal under a new licensing agreement.
The company also gains the rights to develop and market club-branded merchandise globally. This merchandise could include apparel, sporting goods, gifts, and souvenirs.
The new partnership takes effect on July 1.
Arsenal retail director Simon Lilley said: “The Puma deal represents the biggest deal in Arsenal’s history, and the new licensing element is a fundamental part of that.”
Evy Bronneberg of Puma said in a release the company is “delighted.”
Sportsworld, Traffic Sports Teaming in Brazil
International sponsor services company Sportsworld is entering a joint venture with Traffic Sports for the 2014 FIFA World Cup and 2016 Rio Olympics.
Sportsworld is an authorized ticket reseller for the Olympics, and also has been involved in activation services for IOC TOP partners.
“We believe Traffic Sportsworld is uniquely positioned to exceed our previous delivery achievements by utilizing the core strengths of Traffic Sports and Sportsworld to create a lasting legacy and strong return on investment for our clients,” said sponsor services director Len Olender.
Traffic, founded in 1980, does work in sports marketing in Latin America and the U.S. Its areas of expertise include broadcast and commercial rights and venue management, among others.
“We are thrilled to be able to combine forces with Sportsworld in creating and delivering a new range of products and events not only in Brazil, but throughout the Americas,” said Traffic executive Marcelo Haegenbeek.
FC Barcelona Reaches Agreement with Tool Provider
A promotional campaign called the “Striker Challenge” is just one component of a new deal that makes Stanley Black & Decker the official tool provider of FC Barcelona.
As part of the campaign, those who purchase the company’s products will gain access to club-related activities through the Barca website.
Stanley Black & Decker, an American company, also gains image association and digital marketing rights, as well as sponsorship rights for tours and friendly matches.
Inaugural Australian Cup Gets Sponsors
Travel for the Football Federation Australia Cup will be covered because of a new sponsor for the competition.
Westfield was unveiled as the naming rights sponsor for the Cup May 12, and Umbro will provide the official ball for the tournament. The inaugural FFA Cup will begin on July 29.
The total sponsorship, from four parties, totals around $4 million for three years. Australian Football Federation CEO David Gallop confirmed that team’s travel will be covered from the sponsorships, as it is “the biggest expense of the competition.”
“This is a competition we’ve talked about for a number of years but it needed corporate support to get off the ground,” Gallop added at the inauguration of the cup.
“Conceptually the competition has always been a good idea but until we got the dollars and cents behind it, it probably wouldn’t have happened.”
Austrian Cup Retains Sponsor
The Austrian Football Federation (ÖFB) and Samsung will remain partners until 2017.
Samsung sponsors the Austrian Football Cup, and will do so through the 2016-17 edition of the competition.
“A strong partner like Samsung certainly provides security for us so that we can offer an even more attractive competition to the clubs and fans,” Alfred Ludwig, ÖFB Secretary General, said in a release.
The Austrian Cup begins July 2.
IMG Media to Market International Friendlies
International Friendly matches being played as tune-ups for the World Cup in Brazil will receive broadcast services from IMG Media.
IMG Media is the commercial arm of Major League Soccer, will be providing services for seven games between May 29 and June 7.
Honduras, Turkey, Spain, El Salvador, Bosnia and Herzegovina, Greece, Ivory Coast, and Nigeria will be featured in the matches, while the distribution of the match games continue to be negotiated.