Cadbury London 2012 Ads, P & G to Partner with Other Sponsors

Cadbury Rolls Out Sponsorship Plans

Cadbury is set to launch its marketing efforts for the 2012 London Games. The sponsor will spend more than $80 million on Olympic advertisement and marketing.

Cadbury will reveal a piece of its plans with a television commercial Saturday.

The commercial will star two teams of marine creatures playing a game with seaweed balloons. The ad encourages consumers to go to a website, www.spotsvstripes.com to get involved by becoming a member of either the Spots or Stripes team and competing.

The website features a countdown to London 2012.

The site states, "We think games are great. They get people playing, they bring people together and sometimes they even reveal an undiscovered talent. That’s why, with the London 2012 Olympic and Paralympic Games around the corner, we’re launching the Spots v Stripes."

The campaign also will feature a nationwide road show with more than 2,000 Spots and Stripes volunteer ambassadors.

The marketing strategy is a different approach from Cadbury’s previous ‘Get Active!’ campaign that supported children eating chocolate to collect and get vouchers for school sports equipment. That campaign received wide-spread criticism.

P & G Looks to Partner with Other Sponsors

Procter & Gamble may partner with other TOP sponsors such as Coca-Cola and GE after joining the ranks of TOP sponsors last week, reports Marketing Manager.

Marc Pritchard, P & G global marketing and brand building officer, says the company also is considering sponsoring UK athletes.

P & G sponsored Team USA for the 2010 Vancouver Games.

The company sponsored the P&G Family Home during the 2010 Games. The Family Home provided athletes with a place to mingle during the Games. It also provided the athletes with conveniences such as laundry services and snacks.

As part of the IOC TOP sponsorship, P &G says it plans to use its Olympic sponsorship to grow its sales across the world.

Value of the deal was not disclosed, but one IOC member familiar with worldwide sponsorships expects P & G to pay as much as $90 million through 2020.

"One of the things that attracted us to the IOC was the fact that they improve the lives of people through sport. And what we do is touch and improve lives with everyday products," P&G globalmarketing chief Marc Prichard tells Around the Rings.

adidas Profits Up After World Cup Success, Increases Forecast

World Cup sponsor adidas saw its second-quarter net profit skyrocket to $167 million from $12 million the same period last year. The spike has caused the Germany-based company to increase its full-year profit estimate.

adidas designed and supplied the Jabulani ball used during the 2010 South Africa World Cup. The company also outfitted World Cup champions Spain.

A press release from adidas stated, "This is the highest ever first half result achieved by the adidas Group."

adidas reported that sales of football related products were up 60 percent for the year.

It has raised its full-year earnings per share estimates to $3.46, up from $3.06.

"We had an outstanding first half year driven by the FIFA World Cup 2010 and the resurgence of the Reebox brand in North America," CEO Herbert Hainer said.

Sat & Co Signs With AIBA

Joint stock corporation Sat & Company has signed as a partner of AIBA and will be the title sponsor of the 2011 World Championships.

"Sat & Co’s commitment to boxing is an illustration of the sport’s popularity in Central Asia and its title sponsorship of the 2011 World Championships will add exposure to a global audience," AIBA President C. K Wu said.

"Through this major sponsorship deal, AIBA is also able to secure a healthy future for its global development programs."

The sponsor also will give a financial contribution and sponsor the 2010 AIBA congress in Kazakhstan Nov. 1-2.

Sat & Co operates many construction, petrochemicals and machinery companies in Kazakhstan, China and Turkey.

Briefs…

...TOP sponsor Acer reported a 57 percent increase in net profits for the second quarter. Its revenues also rose 26 percent.

...The Commonwealth Games Organizing Committee says it has not received any information from Indian Railways threatening to back out of its sponsorship. Media reports stated that the company withdrew its $30 million sponsorship payment to the organizing committee.

…USA basketball has seven sponsors ahead of the World Championships in Turkey this month. Sponsors include Gatorade and Nike.

…Samsung India will sponsor the Indian team headed to the Youth Olympic Games in Singapore. Samsung also is a TOP sponsor for YOG. "This initiative reflects our longstanding commitment to the Olympic movement and our strong belief in nurturing young talent in the country," Samsung South West Asia CEO J S Shin said.