SBD/Issue 84/Sponsorships, Advertising & MarketingPrint All
Brady Second Only To Vick In Jersey
Sales From December 1 - January 15
From December 1-January 15, Patriots QB Tom Brady's No. 12 jersey "was the second-best-selling replica jersey" on NFLShop.com, behind Falcons QB Michael Vick, according to Greg Gatlin of the BOSTON HERALD. During the same period, the Patriots overall "rose to second place in terms of merchandise popularity," behind only the Packers, while the Panthers ranked seventh. By 9:00am ET Monday, NFLShop.com "had sold 10,100 Pats locker room conference championship caps and T-shirts. By comparison, overnight sales totaled 7,500 items" for the Raiders after their AFC Championship victory last year. Season-to-date, the Patriots rank ninth in terms of merchandise sales on NFLShop.com, while Brady "has moved up to 11th overall" (BOSTON HERALD, 1/21).
CAJUN CRUNCH: Pittsburgh-based PLB Sports, the company that created Flutie Flakes, is now marketing "Jake's Flakes," around Panthers QB Jake Delhomme. Boxes "should hit Carolina store shelves soon" (CHARLOTTE OBSERVER, 1/21).
Pony Int'l in February will launch a copyless, four-ad print campaign via Goodby, Silverstein & Partners, S.F., that features "a tattoed baby, a toe wrapped in a condom and a foot giving the finger," according to Rebecca Flass of ADWEEK. The campaign, which will run in 120 countries, is the first effort for Pony from Goodby since it won the account in November. Pony VP/Marketing John Lewis said the ads are meant to "stop and make you think and consider the brand in a way you haven't before. It's supposed to provoke some kind of response." Goodby copywriters Fred Raillard and Farid Mokart said the ads introduce an "element of danger," and that the baby with the "Mom" tattoo "represents the notion that Pony has always behaved as a 'young, fresh brand.'" Flass notes Pony, which will spend $5-7M on ads this year, last year ran ads created in-house featuring porn stars such as Jenna Jameson (ADWEEK, 1/19 issue).
In N.Y., Steven Greenhouse reports the NBA yesterday removed "several dozen sweatshirts made in Myanmar" from the NBA Store in N.Y. after National Labor Committee Dir Charles Kernaghan "accused the league of violating" the Burmese Freedom & Democracy Act, which bans imports from Myanmar. NBA Dir of PR Matt Bourne announced the league was pulling the items off the sales floor "two and a half hours after receiving an inquiry from" the N.Y. Times (N.Y. TIMES, 1/21).Bloom Appears To Be Out Of Luck
In Attempt To Retain Endorsements
BLOOM: As Univ. of Colorado WR and Olympic skier Jeremy Bloom is challenging the NCAA rule banning its athletes from receiving endorsement money, USA TODAY's Wieberg & Michaelis report Bloom's "only hope of twinning football and endorsements appears to lie in a change of rules," which is not possible until August '05. NCAA VP/Membership Services Kevin Lennon said of Bloom's situation, "A rule change is option No. 1. The second possibility would be to encourage the Academic Review Subcommittee to grant a waiver under limited conditions, and legislation would be subsequently introduced" (USA TODAY, 1/21).
METS: After the British Meteorological Office (Met Office) tried to keep the Mets from registering their logo in the U.K., British officials ruled that the team would be allowed to do so. MLBP "had applied to register the Mets' logo" to sell merchandise in the U.K., but Britain's Ministry of Defense, which owns the logo "Met Office" for the agency, protested, "saying people would not be able to tell the difference" (REUTERS, 1/21). Meanwhile, the Mets yesterday unveiled their new motto, "Catch the Energy" (N.Y. TIMES, 1/21).
Yankees Will Wear Home Pinstripes
For Road Japanese Series
Japan-based copier company Ricoh has signed on as title sponsor of MLB's '04 season-opening series at the Tokyo Dome March 28-31. The "'04 Ricoh MLB Opening Series" covers six games, including two Yankees-D'Rays regular-season games and four Japan-U.S. pre-season games between the Yankees, D'Rays, Yomiuri Giants and Hanshin Tigers (Ricoh).
CHANGING STRIPES: The AP reports that even though the D'Rays are the designated home team for the two games in Japan against the Yankees, Yankees LF Hideki Matsui said that the D'Rays "agreed to let the Yankees wear their home uniforms both nights for the benefit of the Japanese fans." MLB Senior Dir of Media Relations Pat Courtney: "Since they are known for their pinstripes throughout the world, the decision was made that it would be appropriate for these games" (AP, 1/20).
By Terry Lefton, Editor-at-Large, The Sports Business DailyWith Shaquille O'Neal Deal In Hand,
RadioShack Nabs NBA Sponsorship
RadioShack and the NBA are set take the wraps off a low-seven figure sponsorship that will make the 7,000-store chain the league's official consumer electronics retailer for the remainder of the '03-04 campaign and for the entire '04-05 season. For the NBA, the deal represents the securing of another hard-to-get retail sponsor after inking Foot Locker earlier this year.
THE ON-SWITCH: RadioShack will begin activating during NBA All-Star Weekend February 13-15 in L.A. by sponsoring a new All-Star Saturday event that would open TNT's telecast, called "RadioShack Shooting Stars." A modified version of the league's All-Star Hoop-It-Up event (which was sponsored by Jeep) would see four teams of three players each featuring an NBA star, a WNBA star and an NBA legend. Retail activation plans are incomplete, but a promotion backing the NBA playoffs and finals is hoped for. RadioShack will also advertise on NBA-controlled media and make separate buys with the league's broadcast rightsholders. RadioShack has used Lakers C Shaquille O'Neal as a spokesperson since October '02, so this deal unites those properties.
A SPORTS PLAYER: While RadioShack has always leveraged sports heavily, sources said the NBA deal marks the first of a number of changes in its sports marketing. The company will shortly announce a NASCAR team deal that will see it serve as primary sponsor on a car for a handful of races. RadioShack's three-year sponsorship deal with MLB has expired and, considering the retailer's incremental NBA and NASCAR investments, a renewal appears unlikely (THE DAILY).