Sport Tap

SPORT

TAP TRENDS ACROSS THE

PLANET V2.12

Sports TAP has been curated to give you a look inside the Sports industry kitbag at the latest and greatest stories, innovations and campaigns from around the globe. From a diverse team of brands, rights holders, and retailers we have drawn together the gold medal haul of news and views.

This edition sees NPD innovation from Nike inspired by bendable yogis, Pantene goes gorgeous with Olympic athletes, The Yankees bottle their own smell for baseball fans and social network Finisher.me inspires Philippine runners and brands with not so traditional sponsorship. So stretch off, limber up and enjoy.

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CONTENTS

contents TOPPER RUGBY MASTERCARD RENEWS UEFA CHAMPIONS LEAGUE DEAL NESTLÉ IS TO SPONSOR YOUTH SPORTS NIKE INTRODUCES NIKE FREE GYM+ AND NIKE SOLE BUDWEISER ANDERSON SILVA ROCINHA DE BRAÇOS ABERTOS (ROCINHA WIDE OPEN ARMS) PANTENE ANNOUNCES 11 GLOBAL ATHLETES NEW YORK YANKEES FRAGRANCES WBT – WORLD BIKE TOUR NESCAU MEGARAMPA ADIDAS NAMES DALEY AS AMBASSADOR FITTIPALDI LOTUS NIKE FILM ROOM IN THE PHILIPPINES, SITE CONNECTS RUNNERS AND BRANDS FOR PROMOTIONS AND FREEBIES CLARORONALDO ARMANI-REEBOK ZIG TECH LINE SNEAKERS FOR SPORTS BUFFS NIKE #MAKEITCOUNT CONTACTS

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TOPPER RUGBY

TOPPER RUGBY

Until 2009, Rugby was barely known in Brazil.

With no TV broadcast, with 2000 federated athletes and occupying the 5th position in the ranking in South America, Rugby was recognized as a European modality, or Argentinian, at the most.

So, in view of this, which sponsor would have the courage to sponsor this modality?

Topper had.

And it used weaknesses as strategy to draw attention to rugby, using films on TV and on internet, depicting the “unpopularity� of rugby in Brazil in a fun and creative way.

US$ 5 million in coverage, with support from former Brazilian President Lula, who applauded the campaign for its creativity.

As a result, rugby has started growing, reaching 10.000 federated athletes. The Brazilian rugby team had, for the very first time, a game with TV broadcast, beating the Argentinian team, one of the strongest in the world.

Today Topper can say that rugby is definitely in Brazil, with an incredible growth potential.

View Video

Spontaneously, rugby was referred to in headlines, blogs and talk shows, social networks, reaching 01

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MasterCard renews UEFA Champions League deal

IN THE NEWS MasterCard renews UEFA Champions League deal Source: MarketingWeek

MasterCard is placing a renewed focus on football fans by signing a three-year extension as official partner of the UEFA Champions League as it looks to create joint promotions with other tournament sponsors such as Heineken and Ford.

The new deal will run until the end of the 2014-15 season and provide MasterCard customers with content tailored to those European cities hosting matches, including news, competitions and promotions from the UEFA Champions League MasterCard webshop.

MasterCard will step up its bid to partner with other tournament co-sponsors as it looks to attract more consumers to its services over the next three years.

Additional activity will include a dedicated Facebook page from MasterCard, where fans can review match analysis on the latest games as well as view news from each of the tournament’s participating teams.

Javier Perez, president of MasterCard Europe, says: “Last season alone saw bank and merchant promotions in over 60 countries and this announcement ensures we can combine to reward existing and potential customers in new and innovative ways.”

MasterCard joins Heineken, UniCredit and Ford as the fourth official partner for the competition’s 2012-15 cycle, in addition to Adidas, the official supplier.

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Nestlé Is to Sponsor Youth Sports Development Programs

NESTLé IS TO SPONSOR youth SPORTS DEVELOPMENT PROGRAMS Source: POPSOP

As part of its commitment to healthy lifestyle, Nestlé will sponsor one of the world’s biggest youth sports development programs, the International Association of Athletics Federations’ (IAAF) Kids Athletics program, for the next five years.

The global program encourages school children to participate in athletics and educates them about sport and a healthy lifestyle as well as support the development of future athletes.

“Nestlé’s global reputation in nutrition, health and wellness will help to ensure that the central goals of Kids Athletics are not only met, but enhanced,” said Lamine Diack, President of theIAAF. “The sponsorship will allow athletics to reach out to millions more kids to encourage them to take up a healthier lifestyle.”

Created in 2005, Kids Athletics reached a total of more than 1.5 million children in 100 territories by the end of 2011. Nestlé will help the IAAF to set up new Kids Athletics program, and extend existing ones. As part of its Healthy Kids program, the company will also continue promoting nutrition education, a balanced diet, greater physical activity and a healthy lifestyle to children between the ages of six and 12.

Healthy Kids programs have always been collaborating with national health and education authorities, child nutrition experts, or health experts and reached an estimated six million children in 60 countries in 2011.

The company also continues adapting the packages of its products to meet the needs of all, including children and elderly people.

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Nike Introduces Nike Free Gym+ and Nike Sole

NIKE INTRODUCES NIKE FREE GYM+ And Nike Sole Source: POPSOP

She had a bone-growth disorder which eventually led to her becoming an above-the-knee amputee at seven years old. Following the amputation she began to run track and broke the 100 metre world record for female above the knee amputees at the age of 13.

Reinertsen, one of the most competitive amputee athletes, started collaboration with Nike in 2006.

Today she competes in marathons and triathlons using an Össur Flex-Run prosthetic carbon fibre blade and Nike Sole.

Nike has produced a new Nike Free Gym+ shoe that makes you feel like exercising barefoot. The shoe created for dynamic yoga features a second-skin fit and feel and is inspired by bendable yogis.

View Video

Nike Free Gym+ is also good for other training classes as far as it protect the feet from dirt, while a rubber outsole provides needed traction. Weighing in at just 5 oz, it is designed to be worn without socks and uses instant comfort heel pads and arch support.

It also has a naturally odor-absorbing lining infused with volcanic rock-derived fibres.

Nike Free Gym + is available at www.nikestore.com and is part of the Nike Women’s Training Spring 2012 Collection.

In addition, Nike has produced a new sole to be used with Össur’s Flex-Run prosthetic blade for amputee athletes. Nike has designed the new Nike Sole in conjunction with amputee tri-athlete and World Record Holder Sarah Reinertsen and Össur, a leader in the orthopedics industry known for their advanced prosthetic innovations.

“This project is a special one for Nike,” said Tobie Hatfield, Nike Innovation Director. “The Nike Sole is a shining example of our passion and commitment to serve athletes and provide them the solutions they need to achieve their goals – we’re always listening to the voice of every athlete.”

Reinertsen, who faced the constant challenge of an unstable and unpredictable footwear solution, was born with proximal femoral focal deficiency.

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Budweiser Anderson Silva

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Budweiser Anderson Silva Source: XXXX

With the growth of UFC (Ultimate Fighting Championship) in Brazil, how would it be if one of the combats were held in Rio de Janeiro with the presence of one of the greatest stars of MMA and a sports idol in Brazil, Anderson Silva?

And Budweiser, the athlete’s sponsor, knew very well how to capitalize on this historic moment, showing the fighter’s training and preparation before the combat, in 10 films posted on the brand’s Facebook fan page.

That’s what happened.

The results achieved by this campaign were amazing, marking the brand’s official “landing” in Brazil.

View Video

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Rocinha de Braços Abertos ( Rocinha Wide Open Arms)

Rocinha de Braços Abertos (Rocinha Wide Open Arms)

To seal the peacemaking in the community of Rocinha, there is nothing better than sports, to be more specific, a race which is one of the most inclusive sports modalities.

Inspired in that special moment, a 10 km-race was created , with a democratic format, massively and openly allowing the participation of members of the communities of Rocinha and also Vidigal.

On January 22, more than 2,000 athletes ran up the Rocinha hill with “wide open arms”, in the race called “Rocinha de Braços Abertos”.

The race was sponsored by Embratel and by several other brands and institutions, having received extensive press and TV coverage in the channel Sportv.

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Pantene Announces 11 Global Athletes as Its Beauty Ambassadors

Pantene Announces 11 Global Athletes as Its Beauty Ambassadors Source: POPSOP

P&G’s Pantene has signed 11 elite female athletes as its newest beauty ambassadors to feature in Pantene’s first global marketing campaign to support the Olympic Games.

Pantene will sponsor the athletes who demonstrate that the shampoo help them to keep their hair beautiful during the Games. This sponsorship is part of P&G’s Worldwide Olympic Partner status with the London 2012 Olympic Games. The group of athletes will follow the list of celebrities such as Liv Tyler and Eva Mendes and Naomi Watts who featured in Pantene’s iconic campaigns.

“We believe that healthy is the new beautiful and we’re thrilled to add this exceptional group to our select list of global beauty ambassadors. These women are a wonderful fit with our heritage of performance and shine,” said Hanneke Faber, Vice President and Brand Franchise Leader, Global Haircare at P&G. “Their hair is easily some of the most challenged on the planet and Pantene can take on the task. Our products are designed to perform under demanding conditions.”

Among the athletes are six Olympic gold medalists, numerous world champions and top ranked women in swimming, tennis, gymnastics, cycling, diving and volleyball.

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Pantene Announces 11 Global Athletes as Its Beauty Ambassadors

Pantene’s athlete list includes: • Jaqueline Carvalho (Brazil, Volleyball) • Natalie Coughlin (USA, Swimming) • Gisela Dulko (Argentina, Tennis) • Paola Espinosa (Mexico, Diving) • Evgeniya Kanaeva (Russia, Rhythmic Gymnastics) • Wu Minxia (China, Diving) • Victoria Pendleton (UK, Cycling) • Annamay Pierse (Canada, Swimming) • Aya Terakawa (Japan, Swimming).

Additional athletes to be named later.

The Pantene campaign will include integrated support in advertising, retail, online and PR channels. As part of P&G’s Worldwide Olympic Partner status, it will be completed by the ‘Thank You, Mom’ campaign for the London 2012 Olympic Games, which is aimed to help improve life for moms around the world and provide support for the moms of the Pantene athletes and the moms of other Olympians.

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NEW YORK YANKEES FRAGRANCES

NEW YORK YANKEES FRAGRANCES Source:XXXX

The wait for the upcoming MLB season just got a little easier to bear with the announcement of the new line of New York Yankees fragrances.

The Bronx Bombers have decided to follow their all-star shortstop into the world of fragrances and will release scents for both men and women.

The new fragrances will imaginatively be called ‘New York Yankees’ and ‘New York Yankees for Her.’ The New York Yankees are a worldwide presence with their fingers in nearly everything, so you’ve got to wonder why it took them so long to create a fragrance. No pricing or release date has been given for the New York Yankees fragrances, but don’t be shocked if they debut sometime before or on opening day.

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WBT – World Bike Tour

WBT World Bike Tour Held in January 2009, Bike Tour São Paulo was the first WBT Project outside the European continent.

An initiative from the Government of the State of São Paulo, The City Hall of the City of São Paulo and Instituto Superar, the event’s objective was to drive awareness towards the importance of adopting healthier habits and practicing sports.

Several companies supported this edition, among them Bradesco Seguros, TV Globo, Shopping Morumbi, Hospital São Luiz, Caloi, Brasil Econômico, Marca Brasil and Editora Globo.

View Video

So, on 25th January 2012, date of São Paulo’s 458th anniversary, the 4th edition of the WBT took place in São Paulo with more than 8,000 participants.

The event was a great success, exceeding its initial objectives by far.

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Nescau Megarampa

Nescau Megarampa

Skating is one of the most widely practiced modalities, especially in big cities. Today Brazil is one of the countries with the highest number of professional and amateur skaters, being the second manufacturer of skating equipment and clothing. Today’s greatest skater, Bob Burnquist, is considered the father of the mega ramp in Brazil.

With the sponsorship of NESCAU, the 3rd edition of the Mega Ramp showed that radical sports are definitely consolidated in Brazil, with of some of the world’s greatest skaters and bikers, in the giant ramp mounted in Sambódromo in Anhembi (Carnival Parade Venue).

With a total investment of R$ 6,5 million, Nestlé is the major sponsor. Other sponsors are Redecard, Club Social, Hawaiian Dreams (HD),

São Paulo City Hall, 3M, Minds - English School, Chiclets Evolution and support from Yamaha.

The event had extensive press (350 journalists from several states) and TV coverage, with live streaming on internet, on pay TV (Sport TV) and open TV (TV Globo).

17,000 tickets distributed through internet in just 19 hours.

Besides skaters performances, the event had several attractions like bands, scavenger hunts, etc.

Today NESCAU® Megaramp integrates the second stage of the WW Circuit which is comprised of 4 stages.

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Adidas names Daley as ambassador

IN THE NEWS Adidas names Daley as ambassador Source: MarketingWeek

Adidas has appointed Olympic diving hopeful Tom Daley as the face of its forthcoming advertising campaign for its Body Care toiletries range.

Daley, who together with fellow members of the Team GB diving team released a video of themselves dancing to LMFAO’s Sexy And I Know It, will become an ambassador for the Adidas ad campaign, which kicks off next month.

Adidas says Daley’s “flawless technique and sporting zeal personifies key values of the Adidas brand”.

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Fittipaldi Lotus

Fittipaldi Lotus Fittipaldi, former F1 champion and one of the greatest Brazilian sports idols, celebrated the 40th anniversary of his first victory in F1 on the week of the Brazilian F1 GP. So Momentum Brazil promoted Emerson’s re-encounter with his Lotus 72, the same one he was driving when he won his first GP, in a lap at more than 260km/h on the streets of São Paulo. The public could see the Lotus and make a test drive with the new Omega in a vintage box specially built for this purpose in Interlagos Race Track.

Also, Momentum created the Braskem Recycling GP, a sustainability project with activations and TV Campaign.

And that’s not all. Until 2012, the Project will have several attractions.

The Fittipaldi Exhibition – a mega Phygital exhibition with brand promotions and activations, and a closing event, celebration to the 40th anniversary of the 1st Brazilian F1 championship conquered in 1972.

Emerson’s lap impacted 25 million fans.

The action had 2 major sponsors: Braskem and General Motors.

Momentum Brazil launched GM Omega Fittipaldi with synchronized actions in the event, in the Brazilian Annual Automobile Salon and a “vintage Box” in São Paulo F1 GP.

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NIKE FILM ROOM

NIKe FILM ROOM Source: Digital Buzz

This is the Nike Film Room, an interactive experience that is part green screen, part basketball court helping to teach kids how to play ball like the pros.

Kids watch pro basketball players produce signature moves on the court and then study their actions to make that move, before jumping onto the green screen court to try it themselves with special Nike coaches.

View Video

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In the Philippines, site connects runners and brands for promotions and freebies

In the Philippines, site connects runners and brands for promotions and freebies Source: Springwise

Finisher.me is a social network in the Philippines that helps brands connect with runners for exclusive freebies and promotions.

For sports brands, growing competition has made reaching target consumers in a cost-effective way increasingly challenging. Aiming to give brands an alternative to costly event sponsorships and other traditional approaches, Finisher.me is a social network in the Philippines that helps brands connect with runners for exclusive freebies and promotions.

Now in beta, Finisher.me is a social networking website for running enthusiasts in the Philippines.

Runners get involved simply by signing up with a unique user name and photo, before going on to promote their Finisher.me page online and wearing their user name on race bibs. Finisher.me’s partner brands — including Thermos — then award exclusive bags of freebies to those participants after each race. Using the social network, those brands can also continually promote themselves online between events.

Offering brands a highly targeted way to reach and reward target consumers, Finisher.me is ripe for emulation in other sports niches and locales.

Time to help make sports marketing in your area more lucrative for everyone?

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ClaroRonaldo

ClaroRonaldo

Taking advantage of the World Cup, Claro and the soccer player Ronaldo have united in the first Twitter profile that joined a brand and a celebrity.

The action gave high visibility to two big names that were “out of the World Cup”. Claro, which could not be a sponsor, and Ronaldo, who did not integrate the team.

Before the action, Claro’s profile had only 30,000 followers. After Ronaldo started tweeting about the FIFA World Cup, the profile had more than 5,000 followers per minute.

Ronaldo’s tweets had high buzz in other media and TV, increasing Claro’s exposure and visibility.

In a few months, Claro’s twitter was 11 times bigger than competitors’.

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Armani-Reebok Zig Tech Line Sneakers For Sports Buffs

Armani-Reebok Zig Tech LINE Sneakers For Sports Buffs Source: Trend Updates

Many people are loyal to specific brands and Reebok and Armani have their own fan following.

When the best of both worlds are put together then it becomes a delight for those fans who love Reebok’s attitude and Emporio Armani’s style. These two big brands have teamed up to bring a new line of shoes and sneakers called the EA7/Reebok Zig Tech line.

The picture above represents the ZigLace Shoe.

The Reebok ZigPump that is silver with a glossy patent inserts, and is equipped with the Reebok pump mechanism and a midfoot strap to keep the foot in place.

The Zig Tech line look very attractive with their distinct zig-zag soles, from where they get the name.

The latest in this line are activewear and shoes that are being introduced off-late. Reebok has always looked out for the consumer’s comfort and Emporio Armani brings style to the forefront and hence the latest line of these shoes are comfortable, aesthetic and fulfill the scientific-sportswear function well.

Here is a video of the same.

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NIKe #makeitcount

NIKe #makeitcount

Nike interactive campaign at Westfield Stratford City.

Simply go in store, have your photo taken, write a message and see yourself on 100 LCD screens across the centre!

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getting in touch luke D’arcy chief growth officer +44 (0) 203 350 0086 +44 (0) 7774 479 290 luke.darcy@momentumww.com

http://blog.momentumww.com/blogs/wwtap/ email us your news & views tap@momentumww.com

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