HUNTSMAN ADVANCED MATERIALS VICE PRESIDENT, EUROPE, MIDDLE EAST AND INDIA, HARALD WIEDEMANN, REVEALS NEW ATTACKING “LINE-UP”

Patricia Albisser 14/12/2010

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Huntsman Advanced Materials, whose flagship brand Araldite® enjoys market leadership in both industrial and consumer markets, has announced a new sponsorship package partnership in European Football with leading French club Olympique Lyonnais combined with an online football game.

Already established as a front-line sponsor in International Touring Car racing, the company sees Football as the ultimate expression of performance and success, qualities they associate with the Araldite® range of products.

“Our marketing group has done a thorough and careful analysis of the audience delivered by top flight European Football” comments Harald Wiedemann, “and the demographics are an excellent match to our target market. For example, over a wide range of product categories bought by Football fans, adhesives were the second highest ranking group. Araldite® is best known for adhesives, both in key industrial sectors and the consumer domain, so this is seen as a natural link for us to make”.

Huntsman Advanced Materials choice of Olympique Lyonnais is based on the team’s established reputation in the top-echelon of a major European league, together with its participation in international tournaments in South Korea, England and Tunisia. The success of the last World Cup, staged for the first time on the African continent, following its huge impact eight years ago in Asia, enhanced the sport’s position as the most influential and popular team game in the world. The global TV audience for the event was estimated by FIFA to be in excess of 25 billion.

Olympique Lyonnais won its first ever French Ligue 1 championship in 2002 and since then has embarked on an impressive run of success with a national record-breaking streak of 7 successive league titles. In addition, they have won a record 7 Tropheé Des Champions, and four Coupe de France. They have appeared no fewer than 11 times in the UEFA Champions League reaching the semi-finals in the 2009/10 season.

The club is recognised as having a successful business model in addition to its on-field record over the last decade. More than 10% of all French Football fans support the side and it also has a successful women’s squad.

Huntsman Advanced Materials’ deal with the club includes the appearance of the Araldite® brand on the shirt, exclusivity for its business sector in Europe, image rights for some players and a package of publicity in stadium and perimeter advertising and on promotional material.

Investing further in this legendary team, Huntsman has launched www.aralditefootball.com, an interactive online game which covers 14 Ligue 1 matches, offering fans the opportunity to win tickets for all these matches as well as official Olympique Lyonnais shirts. The game can also be accessed on the official Olympique Lyonnais website, www.olweb.fr and fans can encourage other fans to participate in the game through social networking sites.

Harald Wiedemann continues “This marketing arrangement provides a comprehensive portfolio across the marketing communications mix, from TV presence to corporate hospitality. We believe that our choice of sport, and of club, is going to have a positive impact, particularly on younger people in our target market, the consumers and business decision makers of tomorrow. So this is a forward-looking strategy, inextricably linked to the high profile of football”.

www.huntsman.com/advanced_materials

Patricia Albisser
Huntsman Advanced Materials (Switzerland) GmbH
K-401.5.77
CH-4057 Basel
Switzerland
Phone: +41-61-299 2664
Fax: +41-61-966 8130
E-mail : patricia_albisser@huntsman.com