SEPT. 20 2016 (The Conway Bulletin) – The International Bank of Azerbaijan (IBA), majority owned by the government, signed a promotional deal with Italian football club Juventus, continuing Azerbaijan’s strategy of using sport to promote itself.
Juventus released a photo of its executives meeting IBA officials in Baku, posing with one of its famous black and white shirts.
Under the terms of the deal, the value of which has not been announced, IBA will be able to use Juventus logos and branding to promote its products. Juventus will also be committed to opening and running a football academy in Baku.
Juventus’ head of global partnerships and corporate revenues Giorgio Ricci said that the deal with IBA was the fifth regional sponsorship deal that the club had concluded in the last 16 months.
“We are proud to be working in a country of great potential such as Azerbaijan, and to collaborate with an organisation as prestigious as the International Bank of Azerbaijan,” he said.
For IBA, the timing is less auspicious. Azerbaijan’s economy has been under pressure because of a sharp fall in oil prices and analysts have said it will fall into a recession for the first time since 2009.
Banks have in particular come under pressure because of their previous loose lending arrangements which have now generated mountains of bad debt. This bad debt portfolio was exacerbated by a 50% fall in the value of the manat last year.
In July, a court in Azerbaijan also convicted IBA’s former CEO, Jahangir Hajiyev, of money laundering.
Sport, though, has become an important outlet for Azerbaijan to market itself. Azerbaijan had sponsored Spanish team Atletico Madrid and Baku is one of the 13 host cities for Euro 2020 football tournament.
The Azerbaijani government owns a 55% stake in IBA. IBA accounts for around 60% of all lending in Azerbaijan.
ENDS
Copyright ©The Conway Bulletin — all rights reserved
(News report from Issue No. 297, published on Sept. 23 2016)