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SBD/Issue 232/Sponsorships, Advertising & MarketingPrint All
America West Airlines (AWA), a Coyotes sponsor since '96-97, has signed a new three-year deal to become the official and exclusive airline partner of the Coyotes and the team's new Glendale arena, according to Craig Harris of the ARIZONA REPUBLIC, who notes terms were not disclosed. AWA signed with the Coyotes "after getting jilted by" the Suns, who "terminated their decade-old sponsorship" with AWA in June to sign with Southwest Airlines. But an AWA spokesperson said that the Suns' decision "had no bearing on the sponsorship with the Coyotes, who will leave America West Arena in December" for their new 17,500-seat facility. AWA will keep its name on the Suns' home in downtown Phoenix through 2019 as part of an existing $26M naming rights deal (ARIZONA REPUBLIC, 8/26).
Majestic Athletic was profiled by Harold Brubaker of the PHILADELPHIA INQUIRER, who wrote baseball is company's "bread and butter." Majestic this season is making the uniforms for 15 MLB clubs and becomes "the exclusive supplier of game uniforms, batting jerseys and other items for all 30 major league teams" starting in '05. Majestic now shares the right to sell authentic and replica MLB jerseys with Russell Athletic. Majestic President Faust Capobianco said that the new MLB agreement "could boost Majestic's sales" by over 25%. The company's sales were estimated last year at $178M. Majestic also has agreements to make some NBA, NFL and NHL items, as well as retro jerseys for the USFL. Sporting Goods Manufacturers Association Dir of Communications Mike May said of Majestic, "It's a name that's highly respected. I think they are bigger than most people give them credit for" (PHILADELPHIA INQUIRER, 8/25).
STARRING ROLE: Reebok and the NBA announced that players in the '04 NBA All-Star Game at Staples Center in L.A. will wear a new line of All-Star apparel created by Reebok. It will be the first time since '96 that the All-Stars will wear new uniforms. Last season, the NBA All-Stars wore retro uniforms from the '88 Game. Reebok also plans to offer All-Star women's dresses, polo shorts, T-shirts, headwear and warm-ups as part of the new line. Reebok and the NBA also formally announced the launch of the D'funkd NBA apparel line and the continuation of the Hardwood Classic Nights program (Reebok).
Koch Will Help Design Her Own Line
Under Dexter's Brand
Nike Golf will introduce its first complete line of equipment designed for women on November 15 at golf shops and golf specialty stores throughout the U.S. The line includes Nike Golf's Slingshot Irons; T-40 Fairway Woods in 3, 5, 7 and 9; and a 295cc driver engineered specifically for women. In addition, Nike Golf has added to its Verdana golf bag offering with the new Verdana Limited Cart Bag and accessory shoe tote bag (Nike Golf).
DEXTER'S GOLF PUSH: SPORTSBUSINESS JOURNAL's Jennifer Lee reports Dexter Golf, in its first partnership with an LPGA Tour player, has reached a three-year agreement with Carin Koch. Koch "will not only wear Dexter shoes in all of her tournament appearances but also will help design the Carin Koch Collection, a line of women's golf shoes that is scheduled to debut early next year." The line will feature five styles with three color patterns for each, with the shoes retailing for $59.99-89.99. Koch is repped by Amani Sports (SPORTSBUSINESS JOURNAL, 8/25).
Wachovia has signed on as the exclusive and official financial services partner of the NFL Giants. The three-year deal coincides with the July 28th opening of the company's first financial centers in Manhattan and includes TV, print, online and stadium signage components. Giants VP/Marketing Rusty Hawley told THE DAILY that the Wachovia agreement is the most significant deal that team has ever had in the financial services category, but noted that the Giants have had previous relationships with First Union and First Fidelity, both now under the Wachovia banner.
N.Y. STATE OF MIND: Wachovia Dir of Corporate Marketing Sponsorships & Alliances Dan Fleishman discussed why the company selected the Giants as a partner to help market in the N.Y. area: "They have been a premier franchise over a number of years, and their fan base ... very well aligns with ours." More Fleishman: "This really helps bolster our more traditional banking presence in New York while helping to really announce our brand conversion from First Union to Wachovia in the New Jersey and Connecticut markets." When asked if the company would sign Giants players to endorsement deals to help leverage the deal, Fleishman said, "We are extremely pleased with the contents of the deal as it stands today" (THE DAILY).