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SLICED
Selecting the right sponsors helps open up opportunities for rights holders
THE EFL GETS AN ENERGY BOOST
Recently, the English Football League Cup
acquired a new title sponsor, with the Thai
energy drinks company ‘ Carabao ’ stepping up.
The competition has come a long way since the
first ever title sponsorship in 1981, christening
it as ‘The Milk Cup’. However, in current times
the greater access to the Asian market that
Carabao can provide, over and above milk, is
too much to ignore for a cup looking to gain
international awareness.
NO MORE BETS PLEASE
The FA has ended all sponsorships with betting
companies as they try to distance themselves
from controversy. After the introduction of
their “For All” campaign, the FA are being far
more selective about who they partner with . In
the future, they are looking to associate
themselves with brands that enhance their image
and help push participation. With Ladbrokes as
a partner it made it difficult for the FA to
regulate betting so to avoid further controversy,
all bets are off.
MLB HOP ON THE STREAM TRAIN
MLB has joined the streaming frenzy and
partnered with YouTube ’s video-sharing platform
YouTube TV and become the presenting sponsor
of the World Series. The partnership will produce
behind-the-scene footage at the World Series, as
well as original content to generate buzz for the
MLB, not just in America, but around the globe.
Current streaming platforms are struggling to
obtain the desired number of viewers and the
MLB will be hoping that YouTube can be the
first to hit a home run.
PARIS SIGNS GAMER (FC)
Thinking of what name to get on the back of
your new PSG shirt? Forget Neymar and the
likes of Cavani or Draxler. PSG have just
signed one of the best players in the world…
for FIFA 18. Johann “ Maniika ” Simon is the
name you should be adorning. Maniika joins
alongside the team of League of Legends
players, who were signed earlier this year, as
PSG continues to try and grow their brand to
encompass more than just the beautiful game .
SOUTHAMPTON TRAVEL EAST
Southampton have signed on the dotted line with
foreign exchange provider Brickhill Capital
Limited. Brickhill will serve as the team’s
official Asian trading partner until the end of the
2018/19 season. This signing will support the
club in its efforts to cultivate a presence within
the Asian market and explore new commercial
opportunities. The Asian market is a hot
commodity at the moment and it seems that
multiple football clubs are desperately seeking to
have a share of the action.
FA HOPE TO HIT NEW HEIGHTS
The Dubai-based airline has extended their title
naming rights with the FA Cup until 2021. The
FA Cup will be returning in a grander fashion
to extend the reach of the world’s oldest
knockout tournament and attempt to position
this exclusively English competition as a global
heavyweight. Since the coupling, the FA Cup
fan base has grown to 912 million, reaffirming
Emirate’s status as being a mile high above the
rest when it comes to sports sponsorship.