Brazilian law prohibits the consumption of alcohol in stadiums. (Getty Images)

Beer Sales Likely for Brazilian World Cup

Brazil appears ready to lift its ban on stadium beer sales in time for Anheuser- Busch InBev to capitalise on the 2014 FIFA World Cup.
Vicente Candido, a lower-house legislator sponsoring a special World Cup bill, tells Bloomberg he has enough support in the host country’s Congress to pass the proposal early next year.
“In the culture of Brazil, a tropical country of football and carnival, a prohibition of beer sales in stadiums makes no sense,” Candido is quoted by the financial news service.
At present, Brazil outlaws the consumption of beer in stadiums due to concerns that alcohol can fuel crowd violence in such situations.
The move to nix that ban comes in the wake of InBev last month renewing its FIFA sponsorship through 2022.

Euro 2012 Gets Official Host Retailers
A pair of supermarket chains will serve as the official retailers of licensed products in Euro 2012’s two host countries.

Intertop will do the honours in Ukraine, UEFA announced, and Real will cover Poland.
Euro 2012 mascots Slavek and Slavko admire toy versions of themselves. (UEFA)
Both will stock a range of products such as glasswear, gifts and sportswear ahead of and during next year’s football finals.
“These products are very important because they give everyone a chance to feel and touch the tournament,” said Alan Ridley, UEFA’s head of sponsorship sales and licensing.
Both partnerships were inaugurated Wednesday at launch events in Kiev and Warsaw with tournament mascots Slavek and Slavko in attendance along with the coveted Henri Delaunay Cup.
Also this week, Euro 2012 organisers released the latest edition of Alive, the championship’s official newsletter.
For all the latest developments on tournament preparations, click here.

EA Sports Signs Messi
Barcelona star Lionel Messi is the new face of the EA Sports FIFA franchise, beginning with the release of “FIFA Street” in March 2012.

The multi-year endorsement contract will make the FIFA Ballon d’Or 2010 winner an EA Sports football ambassador as well as the cornerstone of marketing and advertising campaigns, video game packaging, and social media activities around the world.
“I want to be part of the team behind the best sports football game in the world and be associated with the great EA Sports name,” Messi said in a statement. “EA Sports is a brand that
shares my values of creativity, excellence and social responsibility.”
Messi is also on the shortlist for the FIFA Ballon d’Or 2011 to be awarded next month.

Mobile Marketing Association Welcomes Real Madrid
Real Madrid is the newest regional member of the Mobile Marketing Association.

As the industry’s premier trade association, MMA’s central mission is to promote, educate, measure, guide and protect mobile as an indispensable part of the marketing mix.
“We are very excited about joining the MMA,” Madrid’s new media manager Pedro Duarte said in a statement.
“Mobile has become a key part of our communication strategy so we are looking forward to being able to share our experiences with the wider industry, as well as learning from the great work that other MMA members are doing
in the space in order to extend our own initiatives.”

Goodyear, Juventus Ink Deal
Goodyear is the first-ever tyre sponsor for Serie A’s Juventus.

“We’re extremely satisfied at the choice that Goodyear have made, returning after years to the sporting world,” said club president Andrea Agnelli, whose family also owns Italian carmaker Fiat.
Goodyear Dunlop Tyres Italia president Luca Crepaccoli added: “Thanks to this partnership, we’ll further bolster the already close link with the Fiat Group, of which Goodyear is already the supplier of pneumatics that comply with carbon savings and different car models, including the new Fiat 500 and Lancia New Ypsilon.”
Goodyear joins Sony Ericsson, Willis, Carta Si, Manpower Group, Powerade, Hanwha Solar and Casa.it as third-tier partners of Juventus.

Qatari League Renews Anchor Sponsorship
Abdullah Abdulghani & Bros will remain on board as the official partner of the Qatar Stars League.

The distributor of Toyota and Lexus throughout the Gulf State has been a QSL partner since its launch in 2008.
“Qatar is emerging in the international scene as a nation capable and willing to conduct major events,” said AAB managing director Nasser Abdulghani.
“We all have witnessed the success of the 2011 Asian Cup and are proud with the victory of our bid to host the 2022 World Cup.”

By INSIDER’s Matthew Grayson 

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