Digital Sport’s Weekly Wash-up 15/01/2016

January 15, 2016 Adrien Danjou

Adidas celebrates Lionel Messi

Last Monday, Lionel Messi won his fifth Ballon d’Or and set yet another record. His long-term sponsor Adidas made the most of his success launching a new campaign named “I’m Here To Create”.

Adidas’ campaigns have very much been talking about athletes as ‘creators’ and this seems to be the way they’re going to stay, at least for a little while – especially after launching the ad “Creators Never Follow” featuring James Harden.

In addition to the video campaign, Adidas also unveiled new Lionel Messi branded shoes aptly named “Messi15”. A product dedicated to his fifth Ballon d’Or, they include elements in platinum like the Adidas and Messi logos. The heel of shoe is covered by four balls in gold and a fifth in platinum.

https://www.youtube.com/watch?time_continue=29&v=hxzjBnO23Wk

Unique greatness commands the same. The #Messi15 Platinum edition, made exclusively for Leo. #BallondOr pic.twitter.com/LhnNSvlDub

— Team Messi (@TeamMessi) January 12, 2016

Kei Nishikori with Uniqlo renews

The Japanese brand has signed an 5 year extension with Japan’s number one tennis player until 2020 which includes the Tokyo 2020 Olympic Games.

The deal is thought to be worth over US$50 million and likely more lucrative than fellow Uniqlo ambassador Novak Djokovic.

A sports superstar very much on the rise, Nishikori is a very big deal in Japan and becoming one of the most bankable players in the ATP. According to Forbes, through current endorsement deals (numbering around 15) Nishikori earns approximately US$15 million per year.

We are excited to announce UNIQLO has renewed our contract with Global Brand Ambassador @keinishikori! pic.twitter.com/mG7lHi0yDu
— UNIQLO (@UniqloUSA) January 8, 2016

EUROs 2016 announce its final global sponsor

After unveiling its last national sponsor last week, the UEFA has announced the Chinese electronic giant Hisense as its tenth and final global sponsor for the EUROs 2016 joining adidas, Carlsberg, Coca-Cola, Continental, Hyundai-Kia, McDonald’s, Orange, SOCAR and Turkish Airlines.

Vice-President of Hisense Group Cheng Kaixun said they were proud to be the first Chinese company to join the tournament as a sponsor in the tournament’s 56-year history.

“Hisense has been leading Chinese companies in endorsing sports around the world, and we are glad that sports marketing has been an important driver for our worldwide success in the past years. This partnership will boost Hisense’s brand value,” he said.

Team Sky and Ford team up

Team Sky, one of the biggest cycling teams in the sport, has signed a sponsorship and supply deal with car manufacturer Ford starting on Thursday 28 January for the Mallorca Challenge in Spain.

As part of the partnership, the American company will provide Chris Froome’s team with a collection of vehicles for management, mechanics and sports activities including the Ford Mondeo, Kuga and S-MAX.

Director of Marketing Communication at Ford Europe Anthony Ireson said that it was about connecting a new audience to cycling with Team Sky.

“This partnership enables us to showcase Ford’s latest products right at the heart of the action to both the avid cycling fans that line the route of these incredible road races and those that tune in from around the world,” he said.

ICYMI: @TeamSky and @FordEU announce new multi-year partnership agreement – https://t.co/RnUvPeXku0 pic.twitter.com/SYWTRa1rKC

— Team Sky (@TeamSky) January 12, 2016

Twitter opens a new handle dedicated to eSport

In order to collect all tweets and content in gaming area, Twitter has launched a special new channel.

eSport is becoming a new giant in sports area connecting each day millions of fans and editors online and in big events. The social platform aims to help top gaming organisations to deliver content and engage fans on Twitter.

The social media giant said that @TwitterGaming, will organize “thousands of gaming-related tweets sent on Twitter each day”.

“We want to make it easy for gaming fans to find and join the most vibrant conversations about games,” they said.