Hollis Sponsorship Bulletin

Fulham Football Club  has secured FxPro Financial Services Ltd (FxPro) as replacement for LG.  FxPro, a global retail broker in FX and CFDs, will join the Club as its main sponsor from July 2010 on a three year deal. This will see the FxPro brand appear on the front of the First Team shirt until the summer of 2013.

The agreement, which follows Fulham’s recent successes in Europe and its highest ever Barclays Premier League finish, is the biggest in the Club’s history. Integral to the agreement is support from FxPro for a variety of Fulham Foundation initiatives, with particular focus, and funding, for Fulham Deaf FC.

Alistair Mackintosh, Chief Executive at Fulham said: “FxPro already has global presence and, partnering another Premier League football club, will enhance this even further. Clearly this has additional benefits for Fulham’s global reach which, following the European success of last season and the recognition the Club received worldwide, is something that we are extremely excited about”.

Denis Sukhotin, Director for FxPro added: “FxPro is committed to raising the profile of Fulham FC and supporting the Club as it seeks to replicate last season’s success in the domestic and European competitions during the period of our association.”

Orange, as we all know, has made film a pivotal part of its sponsorship strategy. Now it looks as though LG is hoping to emulate that approach with some deals of its own.

This week saw the Korean consumer electronics-to-mobile firm strike two film-based deals. Firstly, it linked up with The Times and The Sunday Times in a deal which will see it sponsor a number of the papers’ supplements for a year. 

As part of the deal, Times readers will get the chance to win tickets to films in Vue cinemas. At the same time, LG will demo its home entertainment products in Vue foyers.

Meanwhile, LG has also unveiled a partnership with 20th Century Fox which will see the company use upcoming film release Avatar to promote its new Chocolate BL40 handset. In addition to LG and Fox joining forces on a TV and online ad campaign, a trailer for Avatar is also pre-loaded to the handset. There is also a competition for the chance to win tickets to the film premiere on December 18th, 2009.

More fun and frolics in September with the news that LG Electronics will be the title sponsor of a new global music event created by Universal Music and motor racing circuit Formula One.

Dubbed F1 Rocks, the idea is that music stars will headline live music events from F1 Grand Prix locations. The first event will be in Singapore during the weekend of September 24-26 and will involve high-profile acts such as Beyoncé, the Black Eyed Peas and ZZ Top.

The sponsorship deal extends LG’s association with the sport. The company is already a global partner in a 5-year deal running since Jan 2009.

Commenting on the its new activation strategy, LG chief marketing officer Dermot Boden said: “F1 Rocks with LG will allow us to further broaden global awareness to build a deeper understanding for our style and technology positioning with an even wider audience that embraces music and entertainment as a passion.”

As part of the programme, LG will host a Golden Ticket competition on its website. Winners will get the opportunity to visit Singapore to watch a night-time floodlit Grand Prix in VIP style.