MasterCard Study: Rugby Tournament Mean Big Bucks for Europe
The 2010 RBS Six Nations Championship has generated $632.81 million for the participating nations’ economies, according to a study commissioned by MasterCard.
MasterCard, an official partner of the Rugby World Cup 2011, asked the Centre for the International Business of Sport (CIBS) to do the study.
"Though rugby was hit by the downturn in line with the rest of sport, all signs suggest that it is recovering strongly and continues to be one of the Northern hemipshere’s top sports properties, attracting high attendances and TV viewing figures, as well as managing to attract new fans to the sport through offering different formats of the game which have a broad appeal across all sectors of the community," Anna Semes, Research Fellow at CIBS, said in a press release.
The study estimates that England had an economic impact of $132.82 million for the competition. Other estimates include Ireland, $123.06 million; France, $122.10 million; Wales, $109 million; Scotland, $94.56 million; Italy, $51.27 million.
Consumers buying match tickets, transportation, food and beverage, accommodation, city attractions and merchandising and sponsors’ marketing spending helped boost figures.
The teams competed in the tournament, Feb. 6-March 20.
Pfizer Sponsors Canadian Paralympians
Pfizer Canada will sponsor the Canadian Paralympic team until 2017 after adding extending its current arrangement by five years.
The research-based pharmaceutical company was set to be a partner until 2012.
"We believe Vancouver 2010 can create momentum for a new era of inclusiveness, awareness and access for Canadians who live with disabilities," Ghislain Boudreau, Pfizer Canada vice-president public affairs and stakeholder relations, said in a press release.
Pfizer Canada also will donate $5 to Paralympic athletes each time viewers forward or share a film featured on its site, MoreThanMedication.ca.
Gatorade Partners with British Cycling
Gatorade – which was rebranded as G last year – will provide sports drink products to GB Cycling and Para-Cycling Team for the next four years.
"Gatorade’s endorsement is also evidence that cycling is going from strength to strength and is an important step in creating a sustainable commercial future forour sport in Britain," Ian Drake, CEO of British cycling said.
The GB Cycling and Para-Cycling teams wore Gatorade branding on their arm for the UCI Track Cycling World Championships in Copenhagen last week.
Hyundai-Kia Rolling with UEFA EUROTOP Sponsorship
Hyundai-Kia is rolling into a sponsorship with UEFA EUROTOP until 2017.
The sponsorship will include the 2012 and 2016 UEFA European Football Championships. The car maker becomes the exclusive supplier for vehicles for the competitions.
""We look forward to taking an already successful partnership, which dates back to UEFA EURO 2000, to new levels," David Taylor, CEO of UEFA Events SA, said.
Poland and Ukraine will co-host the UEFA EURO 2012 championship. France, Italy and Turkey are bidding to host the 2016 championship.
Kia also sponsored the 2004 and 2008 UEFA Euro championships.
Montreal Impact Signs Sponsor; Looks to Join MLS
Montreal Impact has signed on Budweiser as a sponsor and is now looking to join the Major Soccer League (MLS) in North America.
Budweiser will sponsor Impact for two years. The beer maker is also a major sponsor for MLS.
"When we started talking to Labatt, it really had nothing to do with the fact Budweiser is a sponsor with MLS," Joey Saputo, Montreal Impact president, said.
"It happened that our contract with our other supplier (Carlsberg) was up and Labatt showed a great interest and we’re happy. The fact that they’re so tied into soccer is great for us."
The team is bidding to join MLS before 2012.
Budweiser also sponsors the U.S. Olympic football team, the English premier League and the FIFA World Cup.
Briefs…
…Arecont Vision, megapixel technology manufacturer, will sponsor the 2010 Alltech FEI World Equestrian Games in Kentucky. The company will provide megapixel cameras for security during the Games.
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With reporting from Isia Reaves
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