ADIDAS' STRATEGY: adidas America said that after news
of Reebok's new exclusive on-field licensing deal with the
NFL, it is "refocusing its marketing strategy relating to
its cleated business." adidas America Dir of Sports
Marketing Kip Meyer: "adidas will refocus its football
marketing efforts on existing grassroots, high school and
college relationships. ... adidas will continue to pursue
relevant endorsement opportunities with athletes as the
cleated business will remain central to the success of the
adidas brand, but ... the NFL's recent decision will make it
difficult for adidas to justify spending marketing dollars
on professional football teams and players" (adidas).
TWIN CITY TEAM DEALS: The Wild named AAA MN/IA its
official Auto Club. As part of the deal, AAA will provide a
free jump-start to fans stranded in a nearby parking ramp or
lot after Wild home games. Jump-starts will be provided to
AAA members and non-members for up to one hour after the
game, provided they can prove they attended the game
(Wild)....The T'Wolves signed a multi-year contract
extension with The Pepsi Bottling Group for Pepsi-Cola to
continue to be the exclusive soft drink company of the
T'Wolves and the Target Center (T'Wolves).
NOTES: The U.S. Ski and Snowboard Association (USSA)
has signed a partnership with CA-based Wood Association, a
supplier of promotional merchandise and marketing solutions.
Wood will provide a customized e-commerce store on the USSA
Web site (Wood Associates)....ADWEEK's Vincent Coppola
reports that the Univ. of Miami has retained Marc/USA,
Miami, to brand and market its sports program. Marc/USA is
"attempting to leverage the school's football program to
build attendance, sponsorship, and retail merchandise sales"
for baseball and basketball. Marc/USA Dir of Communications
Lee Brody: "They have a very strong following that we can
use to attract business as well as sponsorship. Our charge
is to take the brand created by the football franchise and
extend it" (ADWEEK, 12/18 issue)....The NLL's Washington
Power has retained Warschawski PR to provide media relations
and PR counsel and support during the team's launch (WPR).
