Ursus to wedd FRF for 6 mil. euros! SAB is taking over romanian sports?

As you probably have already heard Ursus is the new sponsor (main partner) for the romanian national football team. The contract has been signed for a period of 4 years and 6 mil euros. Ursus takes the place of former sponsor, Bergenbier. With this change comes the replacement of the team’s equipment colours from yellow to red. This comes as a main clause of the contract and FRF has agreed and crossed its superstition of playing in yellow. They lost almost every game they played in red before so coach Piturca (known to very supertitious) decided never again to play in red (I think his card playing hobby has a great deal of influence in his decision). I wonder if he’ll quit the team after this new contract. I didn’t get to read my sports news this morning to see if he had something to say about this decision. :))

Changing the sponsor has more impact on the sponsor side than on the FRF side. Aside from the 6 mil euros, the team has nothing to gain but judging from the sponsor’s point of view things are totally different. Ursus has to integrate this in its communication strategy and this can be a really big challange. Bergenbier had two different strategies and also two different accounts held by two agencies. I wonder if Ursus will choose to divide its communication strategy just the same. It is a major turning point for this brand due to the fact that being associated with the national football team has offered great ROI for Bergenbier. Also, it’s a heads-up for romanian agencies if Ursus should decide to throw a pitch for a new football account. I wonder who will win it eventualy … 🙂

PS. Is SAB – Miller taking over romanian sports? They already have a contract with FRR (rugby) which is sponsored by Stejar. Also you might remember Champions’ Dinasty? 🙂