IOC President Blames Boston For Failed Bid San Diego Pitches Chargers Plan To NFL Cardinals Praised For Hiring Female Coach Kraft Blasts NFL For Handling Of Brady Suspension NESN Providing News Inserts During Sox Games Brady's Marketability Likely To Stay Intact Classified Advertisements National Finals Rodeo To Stay At Thomas & Mack Minding My Business: Rapids' Sean Ream Sources: USOC Makes Contact With L.A.
Panel Of CMOs Discusses Importance Of Sports At IMG WCOS
Published March 31, 2011
Reliant Energy CMO Karen Jones, whose company title sponsors the Texans’ stadium in Houston, said, “It is increasingly important for us.” Farmers Insurance Exec VP & CMO Kevin Kelso provided a different perspective, since Farmers is relatively new to the sports marketplace but made a huge splash earlier this year by agreeing to a $600-700M naming-rights agreement for AEG’s proposed events center/NFL stadium in downtown L.A. “Sports marketing is a new area for us to participate in,” Kelso said. “It’s been very high-profile for us.”
With today being Opening Day in MLB, Coca-Cola North America CMO Bea Perez recalled some Coca-Cola history to describe how important sports have been for her brand. “The reason why Coca-Cola went into bottles,” Perez said, “is two gentlemen came to us ... and said, ‘We’d really like to be able to drink Coca-Cola at a baseball game.’” She added, “It’s a big part of the fabric of our brand, the DNA.”