Sponsors make the merry-go-round – 14 February 2015

Sponsors make the merry-go-round

Asian Football Cup TV viewers
The ABC reports that its live TV coverage of the AFC Asian Cup Final reached 5.3 million people across Australia. The audience figures peaked at 10.27pm with 3 million metro and regional viewers. Sydney had the highest average audience with a 32.6% TV network market share. The match was live streamed 43,000 times and the first half was viewed via ABC iView 12,600 times.

AFL plumps for Maccas
The AFL has announced McDonald’s Australia as the League’s official restaurant partner and new naming rights sponsor of the competition’s nine-a-side, social version of Australian football, AFL 9s.
The four-year agreement will see McDonald’s Australia take over naming rights for AFL 9s community programs around the country. AFL 9s is a non-contact game suitable for people of all ages, skill levels and abilities. With 180 competitions and more than 17,000 participants around the country, AFL 9s has established itself as a key part of the AFL’s community participation pathway in recent years.

BBC retains Premier League highlights while others throw billions
The BBC has retained the rights to broadcast highlights of Premier League football matches, ensuring its Match of the Day program will survive until mid-2019. The broadcaster won the rights auction on Thursday with a bid of £204 million over three years, 13.5% more than its current deal. The victory is a relief for the BBC, which is broadcasting less top-level sport because of growing competition from commercial rivals.ITV, its main competitor, did not bid, said a person familiar with the matter. Observers had speculated ITV would use its financial strength — its cash flow has risen strongly in recent months — to match the BBC, which is in the midst of programming cuts to save hundreds of millions of pounds.
Why? Well, Sky and BT, the broadcast incumbents for the full range of Premier League match broadcast, have agreed to increase their payments from £3 billion to £5.1 billion. Yes, you read that right…

Patersons aka Subiaco gets a sponsor
Patersons Stadium, aka Subiaco Oval, has been renamed Domain Stadium after the WA Football Commission secured a three-year naming rights deal with real estate media business The Domain Group. Now there’s a new name  in the stadium stakes. The previous four-year deal with Patersons Securities expired at the end of last year and there was a significantly reduced offer to extend the deal through to the end of 2017. There are three AFL seasons remaining at Subiaco Oval before both Fremantle and West Coast shift their home games to the new Perth Stadium, which is being constructed at Burswood for the start of the 2018 AFL season. 

Hamburg's stadium gets new name 
German billionaire Klaus-Michael Kuehne has acquired a 7.5%  stake in Hamburg SV, along with securing the naming rights to the Bundesliga football club’s home stadium. Kuehne, who was born in Hamburg, has paid €18.75million (US$23.25 million) for the stake – a boost to the club which has been enduring financial difficulties of late.
Dutch technical services provider Imtech is the current naming rights partner for Hamburg’s stadium, but has been seeking to withdraw from the commitment. Hamburg’s 57,000-seat home has been known as the Imtech Arena since 2010. Imtech’s current deal with Hamburg is reportedly worth €4.2 million per season and was scheduled to run until 2016.
Under the Kuehne deal, the executive chairman and majority owner of the international transportation company Kühne + Nagel has acquired the stadium naming rights for an initial four-year period from the 2015-16 season. The agreement will result in the Imtech Arena reverting to its old name, Volksparkstadion, from 1 July.

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Eric Winton

Director, New Millennium Business

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