REPLAY
//02
A look back at notable campaigns and news items from the past month
ADIDAS & LEO MESSI
HEINEKEN & EUROPA LEAGUE
Dutch brewing powerhouse Heineken is
Usually, brands are looking to maximise
increasing its sponsorship commitment,
their social media following. Adidas,
with the Amstel brand becoming official
however, went the other way and suggests
sponsor of the UEFA Europa League until
fans of Leo Messi unfollow their idol. In a
2017/18. Amstel was previously a UEFA
clever video called “Unfollow”, the young
Champions League sponsor from 1994 to
narrator describes his admiration for the
2005. By sponsoring Europe’s second-
Barcelona player, only to conclude “I’ve
level club competition to compliment their
always wanted to be like you, to play like
long-standing Champions League
you, but I am not you.”
sponsorship, Heineken is further increasing
Developed by agency 72andSunny, the video
its hold on football. and will in the future
follows the brand’s previous campaign
be the number one beer brand for during-
“Create your own game” with a message of
the-week-football.
personality and individualisation.
MILLENIUM STADIUM NAMING RIGHTS
BETFAIR & PADDY POWER
The home of Welsh rugby will be known as
A profound transformation was announced
the Principality Stadium from January
in the UK betting market last month as
2016. The Welsh Rugby Union (WRU)
Betfair and Paddy Power revealed their
have recently signed a deal with Wales’
merger. The new entity will boost
largest building society, Principality which
estimated annual revenues of £ 1.1 billion
is reported to be worth around £1.5 million
as well as becoming market leader in the
a year. The first game to take place in the
UK in the online segment.
stadium, currently known as The
Millennium Stadium will be Wales v
Both companies expect strategic
Scotland in the 2016 six nations.
advantages from the merger while
maintaining their distinctive brand images.
Principality have had a relationship with
Quite a smart move, especially when
the WRU for 10 years with through the
comparing the controversial Paddy Power
sponsorship of the Welsh Premiership.
image with the more sombre one of Betfair.