A losing team that meets up just once every four years: Why sponsoring the Lions is as unique as the team itself

Who didn't hate the rich kid at school with the latest, priciest tennis racket/trainers/footy boots?

At school we all loathed the kid with the expensive sports kit - Reebok Pumps (tick), Adidas Preditor boots (tick), Wilson Hammer tennis racket (tick).

It just didn't seem fair even though the advantage gained was minimal.

But sometimes sports equipment development does go too far. Speedo is constantly irritating swimming authorities with new swimsuits that push the boundries of what is legal and makes a complete mockery of World Records. Times set today simply cannot be compared with times set even five years ago.

Now, we have The Mongoose cricket bat with 20% more power and 15% more bat speed - a snip for just £159. It's 'the most radical change to cricket equipment since 1771', according to its makers. But maybe it's too radical, at least it is for me.

I understand that sport has to move forward - otherwise golfers, tennis players and even skiiers would still be using wooden equipment. And in sports like Formula One development plays a major role from a safety perspective.

But fundamentally monkeying around the shape of the cricket bat kind of changes the sport itself.

If it were all about making the game easier then baseball hitters would also use flat bats. The joy of seeing a home run (or a six in cricket) is surely in knowing the level of skill it takes to achive the feat.

Anyway, the bat makes its debut next Tuesday in a county match between Derbyshire and Durham so you can make your mind up for yourself.

For a developed sponsorship market American sport does throw up some truly odd alliances

Speaking at an IAA event today Harlequins CEO Mark Evens pressed home the importance of a brand having strong synergies with the sport or team they sponsor.

So, you really have to wonder what was said in the meeting in which Pedigree decided NASCAR was the sport for them.

The pet food giant is now running a competition in which petrol-heads are urged to send in pics of their pooch dressed in the latest NASCAR clobber to win the title of ‘Luckiest Dog of NASCAR’. But why??

http://tsc.nascar.com/pedigree/

People you can't trust: MPs, bankers, Norwegian referees and blokes who don't watch sport

MPs, bankers and Norwegian referees have all proved to the world in various ways their incompetence and/or general sneakiness in recent months. 

But Fox Sports is alerting us to another slippery mob worthy our our distrust: Blokes who don't watch sport.

Check out these comedy Fox Sports ads for the 'proof'...

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 So, can you trust a bloke who doesn't watch sport?

Manchester City to rebrand as United

If you can’t beat ‘em, join ‘em and all that. The Mirror is reporting that Manchester City will next year be sponsored by Etihad – which translates as ‘united’, and should cause some amusement to their friends at Old Trafford.

What will be less amusing for the Red Devils is that the deal is worth a club record £45m over four years. While City don't exactly need the cash for obvious reasons, the deal does show the club's new status despite currently remaining hopeless on the pitch.

The paper also reports that City's kit manufacturer Le Coq Sportif is to be replace by England kit maker Umbro – that deal will net the club a further £15m.

NABS Rugby 7s this Sunday featuring Austin Healey... but alas without Marketing

Marketing, sadly, will not be entering a team this year at the NABS 7s this year despite heroic efforts in 2008.

While 7s aficionados will see Marketing’s decision not to enter as devaluing the cup (also see Manchester United and the FA Cup 1999) plenty of teams are returning to the action in 2009.

Rumour has it that Austin Healey is turning out for Sky, which is an odd one given his work for the BBC. But we’ll see on Sunday if rugby’s ‘old big head’ turns up and who he'll be playing for.

Sky has previously fielded British & Irish Lions centre Will Greenwood, which was taking things all a little bit too seriously, so the appearance of another legend of the game is not impossible.

Last year, saw Tequila/London win the tournament by beating DDB London in the final – the two meet this year in the group stages.

Anyway, it’s all for a good cause so come on down to the Richmond Rugby Club where games will be kicking off from 10am.

De Gale and Button light up the sport industry 'Oscars'

Ron Dennis hit the nail on the head. The Sport Industry Awards is the Oscars of the sports industry.

Last night’s event featured an impressive array of stars from Dennis, who picked up a lifetime achievement award, to track legend Michael Johnson to undefeated boxing champ Joe Calzaghe.

 Dennis accepts lifetime achievement award

The feeling of goodwill towards Brawn GP’s Jenson Button was palpable with spontaneous applause erupting for a man who so recently seemed to have the weight of the world on his shoulders.

Another favourite on the night was Olympic gold medal boxer James ‘Chunky’ DeGale, who showed there is no substitute for natural charm and modesty.

The crowd warmed to him – and brand managers in the room should have taken note.

Agency of the Year was won, for the second year in a row, by M&C Saatchi Sports & Entertainment which has gone from strength to stregth over the year.

Synergy picked up the award for Best Sponsorship of a Sport Event or Competition for its excellent Powerade Inner Gear campaign around the Beijing Games.

 Powerade Inner Gear by Synergy