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SBD/Issue 198/Sponsorships, Advertising & MarketingPrint All
Saints draft pick Reggie Bush has signed a two-year deal with PepsiCo and will shoot his first commercials for the company next week, according to CNBC’s Darren Rovell. PepsiCo has an NFL sponsorship deal running through 2011. Rovell said, “Bush is earning millions of dollars which is a lot to be said for a rookie. There are less than ten guys in the league who earn more than a million dollars (in endorsements)” (“Closing Bell,” CNBC, 7/11). Bush’s other deals include adidas, Subway, Hummer and EA Sports (THE DAILY).
LRMR Marketing Hoping To Put
LeBron Brand In Global Spotlight
By John Lombardo, Staff Writer, SportsBusiness Journal
AOL: AOL kicks off its sponsorship of the WNBA’s Greatest Moments program that gives fans the opportunity to vote online for the greatest shot, pass, milestone and inspiring performance and, ultimately, the single greatest moment in the league’s ten-year history. The top moment in WNBA history will be revealed during Game Two of the WNBA Finals in September.
RITTENHOUSE: Rittenhouse Trading Cards will release its second edition of WNBA trading cards, and a card sheet of four sample cards will be given to fans at tonight’s game.
WNBA All-Stars To Debut
Customized Reebok Uniforms
TOYOTA: Toyota is activating around its Toyota Heroes Moving Forward program, which this year honors a woman battling breast cancer who helps military widows. She will receive an all-expense paid trip to N.Y. where she will be honored at tonight’s game and receive a check for $5,000.
SOUTHWEST: Southwest Airlines has its Shoot For Hope program and will fly in a boy stricken with non-Hodgkins lymphoma and his family for the All-Star Game and all of the surrounding events.
ALL-STAR SALUTE: Laurent-Perrier and Kohler are official partners of the first-ever WNBA All-Star Salute luncheon that takes place today at the New York Hilton, with former U.S. Secretary of State Madeline Albright serving as the keynote.
The WNBA Liberty are using a new ad campaign tagged “Raising the Game,” which celebrates the team’s tenth anniversary, pushes ticket sales and encourages children to attend games in an effort to “lay a foundation for a bigger fan base,” according to Stuart Elliott of the N.Y. TIMES. The campaign, via the team’s new ad agency, The Watsons, N.Y., is appearing on TV and radio; in print; online at nyliberty.com; and on signs and posters in transit systems and inside and outside of MSG. Liberty Senior VP & GM Carol Blazejowski said, “Going into our next decade, we wanted to come out with an entirely different approach.” Blazejowski also said the team is “trying to sell on motivation, not just on the sports page.” She cited research that showed that “fans, casual fans and potential fans would respond to a broader range of subjects that include ‘the woman’s cause, a fun time out in [N.Y.] and role models for their children.’” The Watsons Partner Jennifer Williams said that the team’s strategy would be to focus on “families and single women in the city and suburbs” and “building out your existing audience.” Williams said the campaign includes “outreach to groups and schools,” as well as special game events and themes (NYTIMES.com, 7/10).
USTA Spending About $3M
On New Marketing Campaign
(SPORTSBUSINESS JOURNAL, 7/10 issue).
Jeremy Mayfield Stars In
Humorous Nextel TV Spot
The following chart presents the national advertisers on ABC’s broadcast of last Sunday’s FIFA World Cup Final presented by adidas. The feed was monitored from Charlotte’s WSOC-ABC, but regional ads are not included in the chart. The advertisers are listed in terms of frequency and length.
COMPANYADS, LENGTHCOMPANYADS, LENGTHadidas1, :60 2, :30Canon1, :30AIG3, :30Celador Films1, :30Hyundai1, :60 1, :30Ford1, :30T-Mobile3, :30Geico1, :30Acura2, :30
Guinness1, :30Anheuser-Busch2, :30 New Line Cinema1, :30E-Trade2, ;30 Progressive1, :30TGI Friday's4, :15 S.C. Johnson1, :30Travelers1, :60 Subway1, :30Universal1, :30 2, :15 The Weinstein Company1, :30 Vonage2, :30 Warner Bros.1, :30 Apple1, :30 Yum Brands1, :30 Buy.com1, :30
NOTES: Yum Brands promoted Taco Bell. Anheuser-Busch touted its Budweiser brand. S.C. Johnson advertised its Edge Active Care Shave Cream.
MOVIE NEWS: The following movie studios promoted these upcoming theatrical releases: The Weinstein Company’s “Clerks II”; WB’s “Lady In The Water”; New Line Cinema’s “Snakes On a Plane”; and Universal’s “You, Me and Dupree” and “Miami Vice.” Celador Films touted the DVD release of “The Descent.”
BROUGHT TO YOU BY: Sponsored elements included “AIG Overtime”; “AIG Penalty Kicks”; “Guinness Brilliant World Cup Moments”; “Hyundai Halftime Report”; “Taco Bell Highlights”; “T-Mobile Man of the Match”; and “Vonage World Cup Pre-Game.”
WHAT’S THE SCORE? The following FIFA Official Partners sponsored the scoreboard at the top of the screen during the commercial-free match: adidas, Budweiser, Hyundai, Philips, T-Mobile and Toshiba. Philips and Toshiba also sponsored the scoreboard during the penalty kick phase of the match.
WORLD MUSIC: The opening segment of ABC’s broadcast featured footage of people from around the world playing soccer with U2’s “Where The Streets Have No Name” playing. The closing segment had U2’s “One” playing as highlights of the ’06 World Cup tournament were shown.
PROMOS: ABC aired the following network promos: “The One” (2), “Brothers & Sisters” (1), “Help Me Help You” (1), “Jimmy Kimmel Live!” (1), “One Ocean View” (1), “Six Degrees” (1), “The Nine” (1) and “Ugly Betty” (1). There were five promos for FIFAWorldCup.com.
Mayo (r) Could Skip College For
Professional Barnstorming Tour
LADIES NIGHT: WNBA Storm F Lauren Jackson will wear a pair of bright orange Nikes with “LJ15” on the heel during the All-Star Game tonight that are “designed to complement the Reebok All-Star East and West uniforms,” which will be orange and white (USA TODAY, 7/12).
LOOKING UP: NHL Senior VP/Consumer Products Brian Jennings said that the league’s licensed sales for the past season were more than 37% ahead of original estimates and are “on track to reach pre-lockout levels next season –- a year ahead of schedule” (SBJ, 7/10 issue)....Trading card industry sources said that Upper Deck’s wholesale hockey card revenue for this past season will approach $50M, and that hockey “now ranks ahead of basketball and football in the company’s pantheon of revenue producers.” Upper Deck Senior Marketing Manager for Sports Kerri Stockholm said, “Our hockey business is actually performing at a remarkably high level compared to all other sports and entertainment lines” (Toronto GLOBE & MAIL, 7/12).