SBD/Issue 198/Sponsorships, Advertising & Marketing

Marketplace Round-Up

Mayo (r) Could Skip College For
Professional Barnstorming Tour
SPORTING NEWS’ Mike DeCourcy writes O.J. Mayo, a rising senior basketball player at North College Hill High School in Cincinnati, is “at least as likely [to] spend 2007-08 earning endorsement money and performing on a professional barnstorming tour designed specifically to showcase and enhance his celebrity,” as he is to go to college. Shoe company execs “acknowledge Mayo likely would become a more valuable endorser if he played at a Division I college and enjoys extraordinary success as a freshman, a la Carmelo Anthony.” However, the execs suggested that Mayo, even without playing in college, is “likely to sign an apparel endorsement deal more lucrative than Anthony’s initial Nike deal –- reportedly more than $20[M] over six years” (SPORTING NEWS, 7/14 issue).

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).

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