SBD/Issue 52/Sponsorships, Advertising & Marketing

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  • Vodafone To End ManU Jersey Sponsorship Two Years Early

    Vodafone To End ManU
    Jersey Sponsorship Early
    Vodafone will end its jersey sponsorship deal with Manchester United “two years earlier than planned and will endorse Europe’s Champions League competition,” according to Sam Sheringham of BLOOMBERG NEWS. Vodafone’s $15.5M-per-year ManU jersey deal, originally signed in ’00, will now expire at the end of the season in May. The parties said in a joint statement that they will “seek to continue their accord in other areas.” The statement said, “Manchester United believes that the shirt sponsorship market has greatly increased in recent years, while Vodafone wants to build on its successful sponsorship of Manchester United in new, exciting areas” (BLOOMBERG NEWS, 11/23).

    Print | Tags: Manchester United
  • Nike Gives Ad Duties In China To Wieden & Kennedy

    Nike has awarded its ad account in China to Wieden & Kennedy (W&K), the agency that handles Nike’s advertising “in most other parts of the world,” according to James Areddy of the WALL STREET JOURNAL. The account had been held by WPP Group’s JWT since ’97, but JWT Greater China CEO Tom Doctoroff said that “even as Nike’s spending has risen, the account has always contributed less than 4% of JWT’s China revenue.” With the ’08 Olympics to be held in Beijing, one source “estimated that Nike is likely to spend tens of millions of dollars in advertising in China over the next three years.” Sources added that W&K is planning to build its campaign for the ’08 Games around Chinese sprinter Liu Xiang, who is sponsored by Nike. According to Nike’s annual report, the company’s revenue in China “nearly doubled in the 12 months ended in May,” as Nike opened an average of 1.5 retail outlets per day in the country (WSJ, 11/23).

    Print | Tags: Nike, Wieden Kennedy
  • Well-Heeled Big Wheels: Wachovia On With UNC’s Smith Center

    Wachovia To Become First Sponsor
    With Permanent Signage In Dean Dome
    Wachovia has signed an eight-year, $9.1M deal to become the “first corporate sponsor to hang permanent signs” in the Univ. of North Carolina’s Dean E. Smith Center, according to Rick Rothacker of the CHARLOTTE OBSERVER. The company will pay $1M a year at the start of the deal, and the payments will “gradually rise” to $1.3M in 2013. Wachovia will receive “marketing in the arena and other sports venues, tickets to games and other benefits.” Two 6-by-8-foot signs have been placed on video boards in the arena, and Wachovia will be able to run messages on a 40-foot courtside electronic display. The bank became the official financial services sponsor of the school’s athletic department in ’03, an agreement that has been extended under the new deal (CHARLOTTE OBSERVER, 11/23).

  • Wheaties Launches New Ad Re-Creating Flutie’s Hail Mary

    General Mills’ Wheaties brand has broken the second installment of its “Winning Moments” campaign with an ad featuring a re-creation of Doug Flutie’s famous Hail Mary pass to Gerard Phelan that gave Boston College a 47-45 win over the Univ. of Miami in ’84. The ad follows the first spot in the campaign, which featured a softball player hitting a game-winning home run, a la Kirk Gibson in the ’88 World Series(THE DAILY).

    Saatchi and Saatchi
    Agency Producer:
    Jerry Boyle
    Glen Levy
    Art Director:
    Paul Kwong
    Creative Director:
    Tony Granger
    Larry Frey
    Director of Photography:
    Steve Keith Roach Production Company
    Production Company:
    Doug Walker
    Editorial Company:
    Filmcore NY

  • Wheels & Deals: Interstate Bakeries Inks Three Women Drivers

    Munter (l), Patrick (c) And Troxel
    Sign On To Endorse Hostess
    Interstate Bakeries has signed deals with IRL driver Danica Patrick, NASCAR Elite Division driver Leilani Munter and NHRA driver Melanie Troxel to endorse its Hostess brand as “Race Divas.” The deal will feature a range of promotions, including limited-edition packaging and displays of Hostess Twinkies, Cup Cakes and Donettes with photos of the three drivers (Interstate Bakeries).

    IRL SPONSOR VALUES: A year-end report by Joyce Julius & Associates stated that IRL sponsors saw a 57% increase in the comparable value of their sponsorships during the ’05 season. Overall exposure value during the season was $339,795,225, up $36.3M from ’04. The report also found that overall TV time increased by 57%, while overall sponsor mentions were up 16%. Team sponsors accounted for 56% of the total in-focus exposure time and nearly 30% of all verbal recognition (Ethanol Hemelgarn Racing).

    Print | Tags: IndyCar, NASCAR, NHRA
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