2014 Brandcameo Product Placement Awards

sporting brands

Water and Yogurt Await Young Soccer Winners at Danone Nations Cup

Posted by Shirley Brady on May 15, 2013 05:08 PM

Soccer’s quadrennial World Cup is the world’s most-watched sporting event, but there is another event held annually that packs a heftier long-term punch for 500 kids from around the world.

Since 2000, France’s Groupe Danone—the makers of such products as Evian, Naya and Volvic water along with Brown Cow, Stonyfield and Dannon yogurt, among other products—has sponsored 40 youth soccer teams from across the globe to come play in the Danone Nations Cup, essentially a World Cup for the 10- to 12-year-old set. Since 2003, the event has been supported by former French soccer great Zinedine Zidane, who gracelessly ended his career at the 2006 World Cup by getting kicked out of the game for headbutting an Italian player. 

After nine championships in France and two in South Africa, the Cup Final has been played in Spain and Poland in the last two years. Word has finally come this week that the world’s youth soccer elite will be heading to London’s Wembley Stadium for this year’s final on Sept. 7. The American team will be decided after the U.S. final to be held on May 27.Continue reading...

end of an era

Manchester United Will Lose Famed Manager Sir Alex Ferguson at End of Season

Posted by Mark J. Miller on May 8, 2013 05:36 PM

Manchester United has had a steady hand running the team for the last 26 years as it built itself into what Forbes has called the world’s most valuable sports brand, worth billions of dollars. Now, Sir Alex Ferguson, who managed the team to 13 league championships and at least double that in other championship cups, is calling it quits at the end of this season and going off to get hip surgery. 

"Manchester United has been transformed as a football club under the management of Sir Alex Ferguson," Dan Jones, partner in the Sports Business Group at Deloitte, told CNN.

The club’s popularity has allowed it to rake in sponsorship dollars, as it recently signed deals with two financial service providers in Denmark and Vietnam, a social gaming company in Japan, Aon to sponsor its practice gear, and a slew of others.Continue reading...

sporting brands

Aon Inks New Deal with Manchester United for Practice Sponsorship

Posted by Mark J. Miller on April 8, 2013 05:12 PM

Professional sports teams have such cachet with a certain block of the public that pretty much anything they do can find sponsorship. Aon and Manchester United just signed a sponsorship deal that has the British multinational risk-management, insurance and consulting company putting its name on the team’s training facilities for the next eight years.

Along with that, Aon’s name will also grace the training shirts of the ManU players and be attached to any of the team’s pre-season tours during the next eight seasons, such as “Tour 2013 presented by Aon in Asia Pacific.” If that weren’t enough, Manchester United’s business network will also use Aon for its “talent development, health, risk management, retirement and data & analytics.”Continue reading...

brand ambassadors

David Beckham's New Job: Save Chinese Football

Posted by Mark J. Miller on March 4, 2013 03:37 PM

Soccer fans in China were recently dealt a nasty blow when news came out of just how rigged the system has been there. Close to 60 Chinese soccer officials, including two former heads of the Chinese Football Association and the nation’s most-respected referee were recently banned from the sport for anywhere from five years to life for fixing games.

In addition to the corruption scandal, Chinese football has also just lost two of its biggest stars—the Ivory Coast’s Didier Drogba and France’s Nicolas Anelka—long before soccer fans in the country expected them to leave.

What’s the most-populated nation in the world to do? Hire the world’s most well-known soccer player under the age of 40 to help shift its image, of course. The 37-year-old David Beckham, who is now on the roster of Paris Saint-Germain Football Club in France’s Ligue 1, has signed on to be the brand ambassador for Chinese football, the BBC reports.Continue reading...

doing good

Let's Go Crazy: Coca-Cola Aims to Inspire People to Open Happiness

Posted by Shirley Brady on January 11, 2013 02:02 PM

Coca-Cola is famed for its Open Happiness campaign, committing random acts of kindness with surprise giveaways and pop-up brand experiences in local markets.

Now the reigning Best Global Brand is inspiring people to commit their own random acts of happiness in a pro-social campaign that invites you to "Go crazy and do good for others."

The "Let's Go Crazy" theme was introduced last year during the brand's UEFA Euro 2012 European campaign. This campaign's theme song: Supertramp's "Give a Little Bit." Watch more of the stealth acts of happiness in the new campaign below.Continue reading...

auto motive

Chevrolet Feels Heat Ahead of Man United-Liverpool Grudge Match

Posted by Dale Buss on January 10, 2013 11:12 AM

General Motors is sticking with its pledge not to advertise during this year's Super Bowl, interim CMO Alan Batey told brandchannel. But the automaker's VP of U.S. sales, service and global marketing declined to rule out an advertising kick-off of the Chevrolet brand's new tag line, "Find New Roads," during TV spots before or after the Big Game on February 3 on CBS.

And in the meantime, Batey and Chevrolet do have their own huge moment to share with the world: sponsorship of Sunday's football (as in soccer) match between the Manchester United team and Liverpool in the U.K., which Batey said would fetch a global TV audience that could be much larger than the worldwide draw for the Super Bowl.

"This platform is huge for us, and it's really only the beginning of our relationship" with Manchester United, Liverpool and the Barclays Premier League, Batey said. "It will be a huge part of creating awareness for Chevy around the world." And taking advantage of — as well as boosting — Chevy's increasingly global platform is one main reason for the new "Find New Roads" positioning, which is replacing the lackluster "Chevy Runs Deep."Continue reading...

sporting brands

ManU in the Money: Manchester United Flexing Its Financial Muscle

Posted by Mark J. Miller on November 15, 2012 01:04 PM

It's nice to be the world's most popular soccer team.

Footie powerhouse Manchester United, which is currently undefeated and in first place in both the English Premier League and its Champions League grouping, is starting to really flex its financial muscle to score a premium for its brand. ManU listed itself on the New York Stock Exchange back in August and it has been extremely busy in its first quarter. The team’s massive debt load dropped 18% down to $570 million, the AP reports. ManU also had a big influx of cash recently from an agreement with Comcast to broadcast all of its games in the United States over the next three seasons for $250 million, which is much better than the deal worth $80 million for three years that the team just had with Fox, which reaches fewer American homes than Comcast.

The club signed 10 new sponsorships during the quarter, according to SeekingAlpha.com. One new deal was with the largest telecommunications company in Azerbaijan, Bakcell, which will allow more than 2.5 million consumers to watch ManchesterUnitedTV there during the next three years. And if you’re looking for the team’s official soft drink in Japan, look no further than fruit and veggie drink specialist Kagome. The most notable deal, though, was a pre-IPO arrangement with General Motors, which agreed to pay $559 million to have Chevrolet’s logo grace the front of the team’s jerseys.

The team also just broke up with a sponsor, DHL, which had agreed to pay $65 million to place its logo on the team’s practice jerseys. Now its management team is eager to wring more cash from uniform supplier (home and away) Nike, which gets to push its swoosh next to jersey sponsor AON as part of a 13-year, £303m ($480.3 million) contract with ManU that ends in 2015. That’s a measly $36.9 million a year!Continue reading...

sports in the spotlight

Nike on Cusp of Record-Breaking Sponsorship Deal with Manchester United

Posted by Mark J. Miller on October 24, 2012 05:13 PM

In 2002, Nike agreed to fork over £303 million ($485 million) and give a share of retail sales to Manchester United so its iconic swoosh could grace the home kit, away kit and related apparel of the world's most popular soccer team. But their 13-year agreement comes to an end in 2015, and the word from the Daily Mail is that the two sides are in the midst of negotiating a new deal that could pay the Red Devils a massive £1 billion ($1.6 billion).

If signed, it’ll be the largest sponsorship deal in all of sports. Not too shabby for a team that Forbes ranked as the top of its annual ranking of the world’s 50 most valuable sports teams. Forbes valued ManU at $2.23 billion, $350 million more than the second team on the list, Real Madrid. 

Nike will have a six-month window to negotiate, the Mail reports. Sure to be mentioned in the talks is the fact that GM's Chevrolet division agreed this summer to shell out $559 million over seven years so Manchester United would sport Chevy's logo on the front of the shirt — the terms of which contributed to the ouster of GM's former CMO, Joel Ewanick.Continue reading...

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