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SBD/10/Sponsorships Advertising MarketingPrint All
NASCAR and Coca-Cola officially announced a five-year marketing partnership which will make Coke the "Official Soft Drink" of NASCAR, beginning January 1. As part of the deal, Coca-Cola plans special ads, in-store displays, packaging and promotions. Coca-Cola will also extend its interactive sports-themed attractions -- such as Coca-Cola Olympic City and Coca-Cola Skyfield at Turner Field -- to NASCAR racing. In addition, a touring, interactive Coca- Cola/NASCAR experience will be on display at festivals and NASCAR events throughout the U.S. Along with media support, which covers TV, radio, print and the Web, Coca-Cola will also feature NASCAR in movie theaters as part of its pre- feature programming (NASCAR). AD AGE reports that the deal is worth an "estimated" $100M (AD AGE, 10/10). Coca-Cola takes over the sponsorship from PepsiCo (THE DAILY). MC-NOTES: McDonald's will renew its funding of Bill Elliott Racing for multiple years. McDonald's has been Elliott's primary sponsor since '95 (STAR-NEWS, 10/10). ...InterZine's iRACE has launched a series this week on safety in auto racing titled "The Race For Safety" (iRACE).
In addition to Topps Trading Cards and Reebok/Just For Feet offering NFL fans the chance to vote players to the Pro Bowl, for the fourth year in a row, AOL's Team NFL site will also provide voting for Pro Bowl selections (NFL)....Under his deal with BIG Entertainment to develop children's books and action figures, Magic Johnson "will not write the books but will have a hand in the overall creation and theme of the books." His name on the books will be used as "Magic Johnson Presents..." or "Magic Johnson's..." (N.Y. POST, 10/10)....Mongoose Bicycles, the No. 4 bicycle shop brand, is rolling out its "Cross the Line" TV campaign, which runs nationally starting October 27. USA TODAY's Sal Ruibal calls it a "bold step" because TV "isn't cost-effective for a niche such as $500-plus bikes" (USA TODAY, 10/10)....In AZ, Bill Huffman profiles Nike's golf business and notes that Tiger Woods' new Air Zoom TW signature shoe -- available in black, white, metallic and varsity red -- will retail for $225 (ARIZONA REPUBLIC, 10/10)....U.S. alpine skiing and slalom specialist Carrie Sheinberg has selected Sue Rodin, of NY-based Stars & Strategies, Inc., as her exclusive marketing agent (Stars & Strategies).
NC-based Vinnovative Imports has teamed with NFL Panthers President Mark Richardson to create Catalyst, the official wine of Ericsson Stadium, according to a report of the Myrtle Beach SUN NEWS. Catalyst, a South African wine featuring both Merlot and Chardonnay, will be available at local NC grocery stores through mid-November. After that, the wine will be available only to patrons on the club level and in the suites of the Stadium. The Catalyst label features Panthers colors and a photo of Ericsson Stadium. Vinnovative Imports Owner Peter Clinton said the wine "enhances the trend-setting reputation (Ericsson Stadium) has already earned" (Myrtle Beach SUN NEWS, 10/9).
Spyder's "cool" downhill suits, worn by ski racers including Hilary Lindh and Picabo Street, have been "declared illegal" by the Int'l Ski Federation (FIS), according to Wina Sturgeon of the SALT LAKE TRIBUNE. The "problem" is Spyder's high-tech fabric, called "Speedwyre," which is designed to provide superior aerodynamics. The FIS says the suits are "unfair, since the technology isn't available to everyone." Any racer using a Spyder suit at an FIS event, including World Cup and Olympic competition, will be disqualified. Sturgeon adds that critics of the ruling "claim that competing manufacturers who don't have the technology forced the FIS decision," and that racers who use the Spyder suits "are peeved" (SALT LAKE TRIBUNE, 10/9).