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SBD/Issue 183/Sponsorships, Advertising & Marketing
Names & Faces
Published June 19, 2006
Despite Tiger Woods missing the cut at the U.S. Open, Nike Dir of Communications Dean Stoyer said that the shirts he planned to wear in the third and fourth rounds “will still be available at stores and online.” Stoyer: “Missing the cut just means that there would be less exposure than usual as compared to what the company would get in a typical major weekend.” Stoyer added that the shirts “were already shipped to retailers because Nike likes to have Tiger’s shirts on sale the Monday after a championship.” Joyce Julius & Associates VP/Research & Development Eric Wright said that Woods missing the cut “will generate enough buzz to give Nike some value in equivalent advertising time” (ESPN.com, 6/16).
PINK EYE: Golfer Ian Poulter during yesterday’s final round at the U.S. Open wore a pink shirt and pink pants and played out of a pink bag that listed his Web site, ianpoulter.com. He is selling a limited edition of one of his head covers, which has his caricature, for $300 and “knew a fine performance yesterday could only boost sales.” Poulter: “It can only help. I’m a noticeable character out there anyway, everybody knows that. It’s not just this week’s performance that people are going to notice” (David Ginsburg, AP, 6/19).
NBA PLAYERS HELPING OUT: The Bulls and the NBA have partnered with the World Food Program to produce a PSA featuring Bulls F Luol Deng, who was born in Sudan, “seeking support for Sudanese relief efforts” (CHICAGO SUN-TIMES, 6/18)....Knicks G Stephon Marbury said that he will “sponsor a line of low-cost sports apparel, to be marketed and sold by the Steve and Barry’s chain.” Marbury: “The sneaker’s going to be $14.98, the same exact shoe that you can go and spend $220 for. What we’re trying to do is allow kids to understand that we can still have the fly stuff, and we don’t got to pay a whole bunch of money” (N.Y. TIMES, 6/18).
LT: Nike has signed Chargers RB LaDainian Tomlinson to endorse a new signature shoe line for kids. Nike Dir of Communications Rodney Knox: “When you’re selling to kids, you have to have the right athlete, someone kids will identify with” (SAN DIEGO UNION-TRIBUNE, 6/18).
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| Pretty In Pink: Poulter Makes Splash At U.S. Open |
NBA PLAYERS HELPING OUT: The Bulls and the NBA have partnered with the World Food Program to produce a PSA featuring Bulls F Luol Deng, who was born in Sudan, “seeking support for Sudanese relief efforts” (CHICAGO SUN-TIMES, 6/18)....Knicks G Stephon Marbury said that he will “sponsor a line of low-cost sports apparel, to be marketed and sold by the Steve and Barry’s chain.” Marbury: “The sneaker’s going to be $14.98, the same exact shoe that you can go and spend $220 for. What we’re trying to do is allow kids to understand that we can still have the fly stuff, and we don’t got to pay a whole bunch of money” (N.Y. TIMES, 6/18).
LT: Nike has signed Chargers RB LaDainian Tomlinson to endorse a new signature shoe line for kids. Nike Dir of Communications Rodney Knox: “When you’re selling to kids, you have to have the right athlete, someone kids will identify with” (SAN DIEGO UNION-TRIBUNE, 6/18).
