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Manchester United and Chevrolet Tease New Uniforms

Posted by Mark J. Miller on July 2, 2014 04:03 PM

While the World Cup continues on through its dramatic knockout stages in Brazil, the rest of the football world goes about its offseason business, such as deciding what players to sign and trade.

For Manchester United, the third most valuable soccer team worldwide according to Forbes, it also includes the introduction of a new Chevrolet-sponsored uniform.

While team and its GM-owned sponsor aren't ready quite yet to show off what the new jerseys will look like beyond a peek at the Nike logo and club crest, they're building up expectations with a teaser video to remind fans that no matter what brand name is on the front of the shirt.

As star striker Wayne Rooney tells the camera, "This shirt belongs to you. Always has. Always will."Continue reading...

sporting brands

With Hornets' New Jerseys Comes New Advertising Opportunity for NBA

Posted by Mark J. Miller on June 20, 2014 02:41 PM

When the Charlotte Hornets unveiled their new uniform earlier this week, a small detail was missing from the front of the jersey—the red, white and blue NBA logo. 

The league's marker has long adorned players' chests, but now, as seen on the Hornets uniforms, the logo has been relocated to the back of jerseys, a migration that will be applied across the board next season, ESPN reports. The seemingly minor move could end up meaning hundreds of millions of dollars in revenue for the NBA if the "stylistic" reasoning behind the move allows for the introduction of advertising on jerseys.

That would mark the long-awaited adaptation of a revenue model that pro soccer has long embraced—and benefitted from. Earlier this year, NBA commissioner Adam Silver called the move “inevitable” and NBA owners “were shown mockups of ad-laden uniforms” two years ago, Time reports.Continue reading...

World Cup Daily

Protests Fail to Slow World Cup as Brands Press On with Promos

Posted by Mark J. Miller on June 13, 2014 03:31 PM

Come hell or violent protests, nothing is stopping the World Cup train from running wild through Brazil. Thousands of protestors and police donning riot gear clashed in the streets of Sao Paulo in the ongoing battle over exorbitant spending on the major tournament by the Brazilian government and the millions being spent by brands sponsoring the event. 

Despite the shadow strewn across the World Cup, brands are rolling on with their elaborate and expensive campaigns, sponsors or not. Pepsi, whose rival Coke is the major beverage sponsor of the tournament, just released a new short film directed by Spike Lee featuring a World Cup-themed song from Kelly Rowland. The film is part of Pepsi’s Beats of the Beautiful Game project, which consists of a short films and a music album featuring stars like Janelle Monáe, Timbaland and the all-girl Brazilian funk band Pearls Negras.

In addition, Pepsi has teamed up with Dutch consumer electronics brand Band & Olufsen to release a limited-edition headphones as part of its soccer-themed Live for Now capsule collection. The headphones have street-art patterns on the underside with black, white or Pepsi blue on top, according to Stylus.com.Continue reading...

World Cup Daily

With the World Cup Underway, Brands Embrace Global Football Frenzy

Posted by Mark J. Miller on June 12, 2014 04:32 PM

After years of preparations and qualifying tournaments, the World Cup is finally here. And soon it will be clear if the new stadiums can handle the crowds, whether Spain can reclaim the Cup, and what brands will claim the marketing crown.  

With the first day of the tournament, which kicks off with hometown favorite Brazil facing Croatia, comes a renewed effort from brands to get their names in front of the millions of fans watching across the globe. And why not? The first game ball has just barely begun to roll down the field and already Unruly Media has concluded that World Cup ads have outperformed those surrounding the Super Bowl. 

While World Cup engagement levels online are through the roof, it all may come crashing down if hacker group Anonymous succeeds in its threat to compromise sponsors' websites. According to SC Magazine, the group has defaced eight World Cup websites and disrupted another. The attacks are focused on government and sponsor websites to “protest the lavish spending on the soccer games in a country struggling to provide basic services,” Reuters reports.Continue reading...

World Cup Daily

Hours Away from the World Cup, Brands Big and Small Turn Up Soccer Spirit

Posted by Mark J. Miller on June 11, 2014 05:57 PM

With just hours until the World Cup kicks off in Brazil (with Jennifer Lopez, who finally confirmed she'll be performing the anthem in the opening ceremony), millions of fans and brands big and small are preparing to cheer on their favorite athletes and teams. And while much of the attention has been on the brand battle between Nike and adidas, there are plenty of local brands looking to get in on the action too. 

Over in Australia, local bookmaker Sportsbet.com sent a 151-foot hot air balloon shaped like Rio's Christ the Redeemer statue into the skies about Melbourne. The balloon, which wore an Australian soccer jersey with the words #KeepTheFaith on the back, was likely a reference to the national team's tough World Cup opponents, but spirit-lifting or not, the stunt didn't go over too well with local religious leaders and business owners. 

Meanwhile, British sportsbook Paddy Power caught its own share of flack after it posted an image showing the words "C'mon England PP" carved into a large swath of the Amazon rainforest. The company eventually had to clarify that the image was photoshopped and not real in order to avoid any further brand damage. 

Another local sponsor getting into the spirit is UK plumber Dyno, which is launching a campaign to keep everyone's toilets flowing freely during the World Cup. The brand will have "Rush to Flush" squads on-hand to handle emergency call-outs in hopes to avoid the same fate as four years ago, when there was a “25 percent increase in blocked toilets across the UK during the England vs France game.”Continue reading...

World Cup Daily

World Cup Branding: Kia Explains Football vs. Futbol with Adriana Lima

Posted by Shirley Brady on June 11, 2014 11:13 AM

Kia tapped model Adriana Lima for its Super Bowl spot two years ago. Now she's back with the brand in new ad campaign, its first US-focused World Cup campaign for the FIFA global partner. It's based on the assumption that Americans don't care about soccer—and as a sponsor of the ABC/ESPN TV broadcast of the tournament, Kia wants fans to care.

"We thought lots of brands feature superstars kicking the ball around, so we wanted to break through that clutter," Michael Sprague, EVP of sales and marketing for Kia Motors America, tells Marketing Daily. As for why it's finally promoting its global FIFA tie-in in the US: "Based on data we looked at after the 2010 games in the Hispanic and general market, we thought we needed to go ahead for 2014.”

Watch the rest of Lima's spots below, and follow Kia's World Cup campaign on social media (hashtag: #becomeafan).Continue reading...

World Cup Daily

Beckham Launches Soccer Net, Leather Collection—But No Miami MLS Stadium

Posted by Shirley Brady on June 11, 2014 07:54 AM

There's no relaxing for retired (or is he?) footballer David Beckham this World Cup kickoff week. Hot off his "House Match" spot for adidas, he's busy helping to launch footie-focused Sky Sports 5 in the UK (above), and (below) defending the scandal-ridden World Cup and revealing his capsule collection of leather jackets for Belstaff.

Beckham, who's trying to bring a Major League Soccer team in Miami, earlier this month hinted that he's itching to lace up his soccer boots and play again. That plan has been derailed, at least for now, with the mayor of Miami today rejecting the construction of Beckingham Palace a waterfront stadium that would have been home to the proposed MLS franchise.Continue reading...

World Cup Daily

World Cup 2014: The Battle for Brand Glory Will Be Fought on Social Media

Posted by Sheila Shayon on June 10, 2014 03:01 PM

The 2014 World Cup in Brazil, which kicks off on Thursday, may be the most expensive FIFA tournament to date, but it will also be the most social soccer event to ever occur.

For brands on Twitter, Facebook, Tumblr, Google+ and Instagram, hashtags have now become as valuable as 30-second commercials. Among branded hashtags now beckoning World Cup fans, Mondelez has claimed #PassTheLove, Marriott is using #TravelVictories and Johnson & Johnson’s Listerine is promoting #PowerToYourMouth in its first global social campaign.

"Connecting with fans posting through social is a critical opportunity for advertisers, who can engage with these viewers and potentially capture the momentum of Twitter TV activity around games to amplify brand messages," Stephen Master, SVP of sport at Nielsen, told Mashable.Continue reading...

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