SBD/Issue 90/Sponsorships, Advertising & Marketing

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.).

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