Sponsor Spotlight - Omega Extends Partnership; Coke Reveals 2010 FIFA World Cup Campaign

Omega Continues with IOC

TOP sponsor Omega and the IOC decided it was the right time to extend their partnership.

The IOC announced on Friday that Swiss watch manufacturer will continue to sponsor and keep official times through the 2020 Olympics. Omega's previous contract was set to end in 2012.

"If you take 10 years you can be sure that we're investing more than 1 billion (Swiss francs)," Nicolas Hayek, chairman of Swatch Group, which owns Omega told the Associated Press.

With the extension, Omega will have been part of 29 Olympics.

"Omega is proud to continue its long-standing association with the IOC and the world’s premium sporting event," said Omega President Stephen Urquhart in a statement. "Since 1932 the Olympic Games have provided us with a unique platform to convey our message of precision, quality and innovation in a prestigious and fitting environment.”

IOC President Jacques Rogge praised Omega's accuracy. Rogge said that the partnership with Omega is "a source of enormous confidence for the IOC."

Omega is not the only company that the IOC has a long-term agreement with. Atos Origin, Panasonic and Samsung are partners though 2016 while Coca-Cola 2020.

Coke Reveals World Cup Marketing Campaign

Coca-Cola unveiled its global integrated marketing campaign for the 2010 FIFA World Cup in South Africa this week.

The campaign encourages fans of football to express their passion for the sport through dance celebrations.

“The worldwide passion for the support of football is unrivalled and gives our business the best platform to connect with fans everywhere Coca-Cola does business,” Muhtar Kent, chairman and CEO of The Coca-Cola Company.

The campaign includes the FIFA World Cup Trophy Tour by Coca-Cola, Coca-Cola Celebration Award, a music anthem, global television commercials, an online program and commemorative packaging.

Visa Report Shows Interest in South Africa Ahead of World Cup

A Visa report has revealed that international Visa cardholders in South Africa spent more last year than in 2007.

The report, Tourism Outlook: South Africa, showed Visa card transactions by international visitors were up 11 percent from 2007, resulting in $1.8 billion in tourism revenues.

“The 2010 FIFA World Cup will provide a significant opportunity to position South Africa as a desirable leisure destination,” Charles Niehaus, MD of Visa Sub-Saharan Africa, said.

International Visa cardholder spending continues to increase as the FIFA World Cup draws closer in June 2010. Spending was at nearly $500 million in South Africa for the first quarter of 2009.

Williams Signs on with Procter & Gamble

Two-time Olympic gold medalist Serena Williams is teaming up with USOC sponsor Procter and Gamble for its Tampax campaign.

She will be part of a series of playful, lighthearted advertisements in which she defeats Tampax's Mother Nature character, who tries to deliver her "monthly gift" in an attempt to off her game, according to P & G press release. The print ads will first run in October in teen publications.

The deal was in the works before her tirade at the U.S. Open that resulted in a $10,000 fine.

Williams is one of the top players in the world. She has 21 Grand Slam title including career Grand Slams in both singles and double. She won gold in doubles at the 2000 Sydney Games and at the 2008 Beijing games with her sister Venus.

Briefs …

… The 2010 Alltech FEI World Equestrian Games has gained two more sponsors as the Games approach. Meydan Group, L.L.C., a Dubai-based developer of new luxury racing development, became a sponsor Friday and will be the presenting sponsor of the Endurance Competition. The first Reining Freestyle Exhibition event at a FEI World Equestrian Games will occur at the 2010 Alltech FEI World Equestrian Games after the National Reining Horse Association (NRHA) also became a sponsor last week.

…UEFA and adidas will continue to be partners through 2017. Under the deal, adidas will continue to be the official sponsor of Match Balls and will be responsible for equipping referees, staff, volunteers for all national team events in Europe.

…Serbian athletes will continue to have support after mobile provider Telenor agreed to sponsor the Serbian Olympic Team through the 2010 and 2012 Olympics.

With reporting from Isia Reaves and Sam Steinberg

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