Magazine article Marketing

This Week

Magazine article Marketing

This Week

Article excerpt

- Aviva athletics deal to end

Aviva and UK Athletics are to conclude their flagship pounds 8m a-year sponsorship deal, as the sports governing body moves to a multibrand model, writes John Reynolds.

Aviva's relationship with UK Athletics dates back to 1998. Its current four-year deal, which ends this year, is thought to be worth about pounds 8m a year.

Sources told Marketing that UK Athletics wants to introduce a model that spreads the sponsorship across several brands.

UK Athletics is hopeful that London 2012 will create a big lift in interest in athletics stars such as Jessica Ennis, boosting its commercial proposition with potential sponsors.

The body is understood to be talking to several sponsorship agencies about the multibrand proposition. This could still include Aviva as one of five or six sponsors, rather than the top overall partner.

- eBay names top UK marketer

eBay has appointed former Sainsbury's marketer Amanda Metcalfe to the new role of UK and Ireland marketing director, writes Sarah Shearman.

Metcalfe joined eBay a year ago as director of fashion retail, as part of the company's efforts to grow the category.

Prior to eBay she worked as an interim marketing director at online designer retailer Cocosa.com for six months. She has also been interim head of marketing at Sainsbury's and marketing director for My-wardrobe.com.

Clare Gilmartin, managing director of eBay UK, said the appointment will help the company capitalise on the growth of female shoppers on the site. She added that the UK is the fastest-growing of eBay's markets.

- Supermarkets acquire stakes in digital platforms

Supermarket rivals Sainsbury's and Tesco both acquired digital content platforms last week, with Sainsbury's picking up a stake in an ebook retailer and Tesco buying up a music service, writes Matt Chapman.

Sainsbury's announced it had acquired HMV's holding in Anobii, a social network and online retailer of e-books, for pounds 1. It is believed Sainsbury's will have a 64% stake as a result of the transaction and investment in the future development of the business. Anobii's other shareholders are publishers HarperCollins, Penguin and Random House Group.

Separately, Tesco revealed the pounds 10.8m purchase of We7, a digital music service backed by musician Peter Gabriel.

We7 offers a free personalised internet radio service and has a library of 11m tracks. Tesco claims the addition will give its customers a wider choice in how they consume music and complement its current music offer in-store and online.

- Brands lead domain-name race

Apple, Nike, the BBC, Google and Amazon are among those to have applied for new top-level 'dot brand' domain names, writes Daniel Farey-Jones.

The list, published by the Internet Corporation for Assigned Names and Numbers (ICANN), revealed that Amazon and Google have applied for more than 150 domain names between them, directly competing for several, including.app,.free,.shop and.you.

Among those brands not to have applied are Starbucks, Coca-Cola and Kellogg, while others have been more creative, with L'Oreal applying for.beauty, in competition with two other applicants.

- Nando's hires head of digital

Nando's is looking to boost its multimedia credentials by appointing a head of digital, Jonathan Hopkins, who previously ran digital consultancy Shed.

Hopkins has more than 10 years' experience across agencies such as Poke, Hypernaked and Bartle Bogle Hegarty, working on brands including Orange and Cadbury.

His appointment comes as Nando's prepares to boost its digital division and expand its overall UK marketing team, which currently numbers about seven.

Last year, the chicken-restaurant chain launched a digital campaign fronted by US comedian Reggie Watts, encouraging consumers to 'make some noise'. …

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