SBD/Issue 72/Sponsorships, Advertising & MarketingPrint All
James Brown's Duck
A Popular Model
The 76ers "are teaming up" with CA-based Celebriducks to create what the franchise "expects to become the next hot collectible giveaway item," a Celebriduck of 76ers G Allen Iverson, according to John George of the PHILADELPHIA BUSINESS JOURNAL. The ducks, which are "guaranteed to float in a bathtub, will be given away" to the first 5,000 kids at the Spurs-76ers game January 11 at the First Union Center. 76ers Senior VP/Marketing Lara White, on the promo: "I'm not going to take the credit for this one. We all try to come up with ideas for new giveaways, but Dave (76ers Exec VP Business Operations Coskey) came up with this idea. He found the Celebriducks on the Internet and contacted the company." Celebriducks President Craig Wolfe said James Brown "has been our top-selling duck. People love that man." More Wolfe, on the Iverson duck: "We are putting everything we have into this. The details the cornrows, the tattoos are amazing." George adds that the 76ers have "recruited" Bob Denver to promote the Celebriduck in TV commercials that will begin airing this month (PHILADELPHIA BUSINESS JOURNAL, 12/21 issue).
ADAGE.com's Rich Thomaselli cited sources as saying that adidas-Salomon has awarded its $100M global creative account to Omnicom Group's TBWA/Chiat/Day, CA. Thomaselli noted that TBWA "beat out" DDB Worldwide for the account (ADAGE.com, 12/27)....An NBC spokesperson said that some advertisers "have reallocated their dollars" from the Super Bowl to the Olympics, including Electronic Data Systems, Volkswagen and Cingular. A 30-second primetime spot during the Olympics is estimated at $550,000-600,000. Meanwhile, a Fox spokesperson said that Super Bowl XXXVI is 80% sold out for ads, at an average price of about $2M per 30-second spot (John Dempsey, DAILY VARIETY, 12/28)....ADWEEK.com's David Gianatasio notes Monster.com is returning to the Super Bowl for the fourth straight year. This year, a commercial "directs viewers to a Monster-crafted Web site designed to help U.S. Olympic athletes find jobs after the games" (ADWEEK.com, 12/28)....In Seattle, Nunyo Demasio reports the Sonics have formed a three-year partnership with the Nasdaq Stock Market, Inc. Under the deal, Nasdaq receives naming rights to the Courtside Club restaurant, which will be called "Nasdaq-100 Club." It is available to courtside and suite-ticket holders (SEATTLE TIMES, 12/28).
Luis Figo, a player for the Spanish soccer team Real Madrid, has signed a deal with Coca-Cola that one Real Madrid senior official called "possibly the biggest marketing deal made for a football player ever," according to David Owen of the FINANCIAL TIMES. Financial terms of the deal, which will run for three years with an option for a two-year extension, were not disclosed. However, one marketing exec estimated the deal at around US$1.77M per year. Owen reports that Figo and Real will split the proceeds generated by the deal "about 50-50," helping the team recoup the US$53M transfer fee it paid to sign Figo in '00. Owen also notes that it "seems likely" that Figo, the newly elected FIFA world player of the year, is "being lined up to promote the Coca-Cola brand during next year's World Cup finals." Real Madrid Marketing Dir Jose Angel Sanchez: "Figo will be the image of Coca-Cola worldwide." Owen writes that if Figo becomes Coca-Cola's worldwide image, it would "underline football's increasing dominance in the international sports arena." The company "confirmed that the World Cup would be one of the events on which the company would work with Figo, but said the countries to be covered by the agreement were still to be decided." Meanwhile, Sanchez said that he "thought Real would announce 'another big deal' involving Figo within two months" (FINANCIAL TIMES, 12/28).