Canon signs as top sponsor of London Fashion Week ’06

Canon is poised to become the headline sponsor of next year’s London Fashion Week. It is understood that the deal is due to be signed this week.

Industry sources say the digital camera and photocopier giant is also in talks over the title sponsorship of Milan Fashion Week and is poised to agree a partnership or supplier deal with Paris Fashion Week. The French event does not have a headline sponsor.

The Evening Standard currently sponsors London Fashion Week, which launches on February 15, but sources claim organisers were disappointed with the paper’s coverage of alleged drug-taking at this year’s event. The Standard confirms it is to step down as headline sponsor after three years, but says it has signed a new three-year deal to become a second-tier sponsor.

Canon’s sponsorship portfolio includes an official supplier deal with the UEFA Champions League. But UEFA is shaking up its sponsorship arrangements for the competition and it is not yet known how this will affect Canon.

The company is also one of UEFA Champions League’s three official suppliers, alongside Sharp and Adidas.

UEFA is planning to change the format of its sponsorship to line up six equal partners for the 2006/07 season (MW February 17).

Mastercard and Heineken have renewed their deals and Vodafone is to become a top-tier sponsor after ending its &£36m shirt-sponsorship deal with Manchester United two years early.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here

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