SBD/Issue 144/Sponsorships, Advertising & Marketing

Having Fun With Promos: Beckham Cookies; Goodman Bobbleheads

England national team MF David Beckham's broken foot has led the U.K.'s Safeway supermarket chain "to add a bandage to its new England footballer gingerbread man," according to the London TELEGRAPH. Safeway postponed the launch of the product "while the nation waited to see" if Beckham recovers in time for the World Cup, and is "preparing itself for the worst and baking batches with icing for a bandage over the ankle and foot" (London TELEGRAPH, 4/14).

RENEGADES' JERSEY UNVEILING: In Ottawa, Chris Yzerman reported that last Friday, the expansion CFL Ottawa Renegades unveiled their new uniforms via a "case of Molson beer that had a small likeness of the team jersey on the box." Beginning yesterday, consumers "have a one-in-15 chance of winning a replica [jersey] when they buy a case of 24 that features the promotion." Renegades President Brad Watters: "This is a creative thing to do. We're not just out to be a money grabber. We only have one chance to build this atmosphere. We have to do this right." Meanwhile, the team inked a three-year sponsorship deal with Telus Mobility worth about C$500,000 (OTTAWA CITIZEN, 4/13).

HAVE MERCY ON THE GOODMAN: The Triple A PCL Las Vegas 51s will run a bobblehead promo around Las Vegas Mayor Oscar Goodman at the August 17 game against the Fresno Grizzlies. The team will give away 1,000 dolls (LAS VEGAS SUN, 4/14).

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Baseball, CFL, Football, Soccer

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