SBD/Issue 90/Sponsorships, Advertising & Marketing

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  • Drive For Five: Gillette Using Super Bowl To Launch Razor

    Gillette will unveil a “Miracle of Fusion” campaign for its new Fusion razor in two separate commercials running during ABC’s broadcast of Super Bowl XL, according to Claudia Deutsch of the N.Y. TIMES. In the 15- and 30-second spots, via BBDO Worldwide, N.Y., a helicopter zooms in “over the alien landscape and deposits its precious cargo: two oh-so-serious Men in White (lab coats, that is) carrying identical briefcases.” The men “stride purposefully through the silver-domed lab” and deliver “the last pieces of the scientific jigsaw puzzle that will yield” the razor. The ad then “switches abruptly to conventional mode” and describes the product, ending with the brand’s tagline, “Gillette: The best a man can get.” A stand-alone version with just the second half will air later in the game. A commercial with a different theme will run during NASCAR races, and ads will also run in magazines (N.Y. TIMES, 1/27). In Boston, Jenn Abelson notes the two HD spots are the “most amount of time Gillette has ever purchased for the Super Bowl.” Trailers are presently airing on TV to preview the commercials (BOSTON GLOBE, 1/27).

    Print | Tags: NASCAR, Sports Illustrated
  • Super Bowl Marketing: Seahawks-Steelers Battle Off The Field

    Alexander (l) And Hasselbeck Hope To
    Cash In On Super Bowl Appearance
    While Steelers merchandise is “moving at higher volumes and higher prices” on eBay than Seahawks items, the Seahawks are outselling the Steelers in outerwear and display items, with hats and jackets selling “at a blistering pace,” according to David Andriesen of the SEATTLE POST-INTELLIGENCER. Seattle-based Mpire VP Bill Furlong, whose company has been studying the teams’ sales trends on eBay, said Seahawks RB Shaun Alexander is “the titan for the Seahawks. When you look at Seahawks listings, Shaun’s name is 44[%] of all listings. [QB] Matt Hasselbeck is pretty good, but he’s a lot farther down. For the Steelers, it’s a lot more balanced out” (SEATTLE POST-INTELLIGENCER, 1/27).

    QB MARKETING POTENTIAL: Pickett Advertising Exec Creative Dir Bob Dorfman said that Hasselbeck “could make as much as” $5M from endorsements if the Seahawks win. But in Seattle, Jim Moore notes Hasselbeck has appeared in “just three commercials” this season for Big Brothers & Sisters, Comcast and United Way. Hasselbeck posed for a “Got Milk?” photo shoot Wednesday for ads that will run next week. Dorfman: “It definitely has been a bit of a drawback playing in Seattle. If he were in a bigger market and not on the West Coast, he’d probably do a lot better marketing-wise” (SEATTLE POST-INTELLIGENCER, 1/27). 16W Marketing Partner Steve Rosner said Steelers QB Ben Roethlisberger “has a tremendous upside win or lose. He might earn over the next two years more money than Hasselbeck, even if Hasselbeck wins the Super Bowl. Winning is a little bit overrated. If you can have pizazz coming in and play for the right franchise” (L.A. TIMES, 1/27).

    Print | Tags: Seattle Seahawks, Vulcan Ventures
  • Spons-o-Meter: TV Coverage Of Winter X Games Starts Saturday

    THE DAILY continues “Spons-o-Meter,” a comprehensive list of the official marketing partners of leagues, events and governing bodies. Today: Winter X Games 10, coverage of which begins Saturday at 2:00pm ET on ABC. Live coverage consists of four hours on ABC and 11 hours on ESPN. The Winter X Games has two categories of sponsorship, Gold and Associate. Both levels include an all-inclusive package on ESPN, ESPN2, ABC,, ESPN Radio, and in ESPN The Magazine, as well as on-site signage and hospitality opportunities. For sponsorship inquiries please call (212) 456-1905 (THE DAILY).

    Mountain Dew Non-alcoholic Beverage
    Taco Bell QSR
    Jeep Automobile
    Navy^ Armed Forces
    Edge Shaving Cream
    Schick Quattro Midnight Razor
    PlayStation2 Gaming Console & Software
    Kumho Tire USA Automotive Tires

    NOTES: ^ = Navy was previously an associate sponsor.

    Print | Tags: ABC, ESPN, Walt Disney
  • Names & Faces

    Norman Discusses Impact Of adidas-
    Reebok Merger On His Business
    Golfer Greg Norman, on the impact of the Reebok-adidas merger on his Greg Norman Collection: “We’re a $100[M] company now and we’ve got very, very good cash flow coming out of it, so I would say adidas is going to look back at this and say, ‘Okay, here’s a good company, a stand-alone business.’ It’s a (boutique-type) business, different than what adidas is ... so that’s all going to play out. We’re all going to sit down and figure out what’s the best strategy” (“Closing Bell,” CNBC, 1/26).

    HANGING UP THE SPEEDO: Australian Gold medal-winning swimmer Ian Thorpe said that he intends to retire following the ’08 Beijing Games despite recently signing a seven-year, multimillion-dollar endorsement extension with adidas. Thorpe said of participating in the 2012 London Games, “It (the Adidas deal) is there if I want to go on, but if I decide that I don’t want to, I can become an ambassador for Adidas” (THE AUSTRALIAN, 1/27).

    Q MARKS THE SPOT: Marketing Evaluations Exec VP Henry Schafer, whose company measures Q ratings, said that Lakers G Kobe Bryant “has an 11 Q rating, ... below the 15 norm for a sports star.” In N.Y., Richard Sandomir notes Bryant’s negative Q rating “is a huge 55, lapping [Giants LF] Barry Bonds’s very high 38.” Schafer said that while Bryant’s Q score goes back to the preseason, he “doubted that his 81-point show would drop his negatives significantly when the new scores are tallied soon.” The Marketing Arm Managing Dir Jeff Chown said, “From a brand perspective, Kobe’s no more compelling than before the game” (N.Y. TIMES, 1/27).

    NAMES:’s Darren Rovell reported Australian Open finalist Marcos Baghdatis already has a deal with adidas, and companies from his native Cyprus figure to be “lining up now that he’s a national hero” (, 1/26)....Target will sponsor action sports athlete Simon Dumont, who will wear the Target logo on his skis and a “lifestyle piece” such as a wristband or belt buckle (Target)....Bengals WR Chad Johnson inked a two-year deal with Dreams Inc. subsidiary Mounted Memories, under which Johnson will make three public appearances a year to sign footballs, jerseys, helmets, pictures and other memorabilia (Dreams Inc.).

    Print | Tags: Cincinnati Bengals, ESPN, Los Angeles Lakers, New York Giants, San Francisco Giants, Walt Disney
  • Marketplace Round-Up

    Nike Offering “Mudcloth” Shoe To Help
    With Global Fund to Fight AIDS In Africa
    U2 lead singer Bono announced at the World Economic Forum in Davos, Switzerland, that Nike will be among a group of companies “that will introduce new products to support” the Global Fund to Fight AIDS in Africa. Nike’s Converse unit will offer a Chuck Taylor All-Star shoe that is “made of African mudcloth.” The companies will donate a portion of their revenue from the products to the cause (BLOOMBERG NEWS, 1/26).

    HEAD START: With ING sponsoring this weekend’s ING Miami Marathon & Half Marathon, IEG Sponsorship Report Senior Editor Bill Chipps said ING’s international strategy of sponsoring running events “is a smart move.” Chipps: “It gives them ownership of marathons. That breaks them through the clutter of companies in other sports.” Chipps added that it also “provides a consistent message and marketing platform across the globe.” ING Senior VP/Diversity Marketing Ricardo Lopez Valencia said, “There’s a correlation between running a marathon and planning for your future. Everyone can run a marathon with discipline, dedication and time and everyone can plan for their financial future in the same way” (MIAMI HERALD, 1/27).

    NOT IN THE CARDS: In Toronto, Rick Westhead reported Upper Deck told the CFLPA that it “won’t proceed with plans to print a series of CFL cards.” A union official said that the company “doesn’t believe there’s a market for a CFL set.” CFL players have been without trading card revenue since Pacific folded in ’04 after a two-year deal with the CFLPA that paid the union “roughly” US$10,000 a year (TORONTO STAR, 1/26).

    Print | Tags: CFL, Converse, Nike, Upper Deck
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