Tag Archives: Sports Sponsorship

The sports industry, a gulf separates two worlds

(July 9) – Lightweight footwear under one hundred grams; swimsuits designed by experts in hydrodynamics that “cut” through the water with maximum efficiency; sensors placed in different accessories that calculate heart rate and provide other real time information; rackets that reduce vibration transfer resulting from the impact of the ball…  Continue reading

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When the poor sponsor the rich: Rwanda and Arsenal FC

Filip Reyntjens* tells how one of the world’s poorest countries came to sponsor one of the Britain’s richest soccer teams

Arsenal FC’s new sponsor is Rwanda. Twitter/@Arsenal

Rwanda keeps surprising. Recently the Rwandan Development Board signed a sleeve sponsoring deal with London Premier League club, Arsenal. Over a three-year period, the 200 sq centimetre ad “Visit Rwanda” will cost the country USD$39 million. Continue reading

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Filed under Soccer / Football

Brazil probe of Nike, other sponsors

Nike Brazil Kit Launch February 10, 2011 | Alan Clarke

Nike Brazil Kit Launch February 10, 2011 | Alan Clarke

Soccer CorporatizationCharacteristically, neither Nike nor any U.S. or European monopoly was named in the FBI indictment of the FIFA officials for corruption. Yet a 1996 deal with “Sportswear Company A” (sic) gave Nike the right to arrange five friendly matches for the Brazilian national team per year, picking both opponents and players included in so-called “Nike games.” BRAD HAYNES AND ANTHONY BOADLE, Reuters Continue reading

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Emirates pulls plug on FIFA

Soccer Corporatization(Nov. 3) – Emirates, the world’s biggest international airline, won’t renew its sponsorship of FIFA, allowing its contract with soccer’s global governing body to expire at the end of the year.

The decision comes after FIFA faced corruption allegations linked to votes for the World Cup and its presidency during the period. Emirates is among FIFA’s six top-tier partners. Four have renewed through at least the next World Cup in Russia and another, Sony Corp. (6758), is in discussions about an extension. Continue reading

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Football, neoliberalism and politics

british football fans

Nathan Bolton (June 12) – I often feel I’m in a very small minority on the left when it comes to football. I support England at international tournaments, I’d sometimes rather go to a game than a meeting and I don’t see the whole sport as a meaningless distraction from making revolution.

Even so, I’ve always felt that politics and football couldn’t mix. Now I’m beginning to think this may not be completely true. Continue reading

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The World Cup of Marketing Part 2: Nike v Adidas

Soccer Corporatization(July 3) – Last week we’ve talked about fierce World Cup marketing battles between big names, like Nike and Adidas. But how do brands market on generic fans, a.k.a., less sporty people?

Coca Cola, the official sponsor, has taken a slightly different marketing approach. Continue reading

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The World Cup of Marketing Part 1: Nike v Adidas

Stephanie Barnes, cubasi.cu

Soccer Corporatization(July 3) – After spending yesterday morning glued to the USA vs. Germany game, Marketo has officially contracted World Cup Fever.

But we aren’t just in it for the team rivalry – we’ve also been fascinated by the ads. The FIFA World Cup is more than a sporting event; it’s a chance for brands to go head to head on our TVs, our mobile devices, and all over social media.

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