News - January - June 2005

DHL joins Major League Baseball

(April 5) Deutsche Post subsidiary DHL has agreed to a substantial
sponsorship deal with Major League Baseball.

Under the agreement, which settles transportation of league goods and provides DHL with the naming rights to two yet-to-be announced MLB awards, DHL will become the official express delivery and logistics provider of MLB.

DHL further receives offline and online marketing rights and television
presence during live broadcasts of MLB games and league magazines.

Back to Top

Adidas extends Yankees deal

(April 5) Adidas has extended its marketing partnership with baseball's New York Yankees that began in 1997.

The deal which will run through the 2013 season, sees Adidas remain as the Official Athletic Apparel and Footwear Company of the New York Yankees.

Under the agreement, Adidas supplies the New York Yankees with athletic apparel and footwear for various personnel, such as the ticket takers, merchandise store employees, baseball operations staff and the club’s minor league affiliates. Other marketing elements include signage in Yankee Stadium, logo presence on printed team materials, stadium scoreboard exposure and a suite to entertain guests.

Adidas is hoping to leverage the prestige of its marketing association with the world’s largest sports franchise.

Back to Top

Davis Cup ratings boost

(March 21) The Davis Cup by BNP Paribas first round ties on March 4-6 delivered strong television ratings and market shares around the world.

The World Group feature tie, France versus Sweden, was broadcast live in 28 countries, including Australia, China, Singapore, Spain, USA and the Middle East.

France Televisions, the host broadcaster, attracted more than 13.5 million viewers over the weekend with 4.7 million following the deciding rubber between Paul-Henri Mathieu and Thomas Johansson.

Sweden’s SVT registered regular market shares of 30 per cent throughout the weekend, while Sport+ France, USA’s Tennis Channel, BSkyB in the UK and Spain’s TVE all dedicated considerable live and delayed coverage.

In other World Group ties, HRT Croatia registered market shares of more than 45 per cent throughout Croatia’s defeat of USA in Carson, including a remarkable 65 per cent during Ivan Ljubicic’s decisive victory over Andy Roddick.

In Moscow, NTV Plus and RTR provided extensive coverage of Russia v Chile, while audience figures in Chile were around 50 per cent of market share.

In Brasov, TV Romania’s audience increased throughout the weekend, with two million viewers - a 28 per cent market share – watching Romania complete its comeback against Belarus on Sunday. There were equally dramatic matches between Switzerland and Netherlands in Fribourg, with the host broadcaster
SRG registering market shares of 26.9 per cent.

In Bratislava, STV registered a consistent 22.8 per cent market share during Saturday’s doubles rubber that gave the Slovaks the winning point against 2004 champions Spain.

Back to Top

Smashnova a hit with Lotto in Milan

(February 18) ITMS Sports client Anna Smashnova’s image will soon adorn displays at Lotto’s new Megastore in Milan. Opening at the end of the month, Lotto’s latest specialized flagship store features a series of wall posters showing the 28-year old tennis star in action.

Smashnova, the highest ranked Israeli to ever play professional tennis, is one of a select group of international sports stars currently endorsed by the prestigious Italian sportswear brand. Famous Ukrainian soccer star Andriy Shevchenko (Europe’s footballer of the Year 2004) and German soccer dinosaur Borussia Moenchen-gladbach also play with Lotto, the official partner of the WTA Tour, ATP and Wimbledon.

Smashnova has been under contract with Lotto since 2003 in a deal brokered by ITMS Sports.

Back to Top