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SBD/Issue 202/Sponsorships, Advertising & MarketingPrint All
LRMR Taking Long-Term
Approach In Marketing LeBron
THE NEXT FRONTIER: LRMR said that its “ultimate goal” is to turn James into a “global icon, building partnerships with global companies,” by the ’08 Beijing Games. James is “mulling taking Mandarin classes in order to speak the language when he arrives in China.”
BUSINESS LEBRON: Thomaselli notes James is in L.A. this week shooting a Nike spot as part of the “Meet the LeBrons” campaign. The newest spot will portray James as “Business LeBron.” Microsoft, which has a relationship with James, is “helping promote the spot with a financial investment and by showing it on Windows Live” (AD AGE, 7/17 issue).
UNICEF To Get At Least One
Year On FC Barcelona Jerseys
adidas and Puma combined for 1.3 billion TV impressions during ABC’s coverage of the Italy-France World Cup final, according to a Nielsen Sports study to be released later today. While Puma outfitted Italy’s winning team, adidas, a FIFA sponsor as well as the French outfitter, claimed 94% of the combined impressions. Among all sponsors, adidas saw the most exposure among adults aged 25-54. The following lists the top 20 sponsors during the game, based on impressions among adults aged 25-54. Impressions are weighted on a 30-second basis and include both pregame and overtime coverage (THE DAILY).TOTAL IMPRESSIONS IN MILLIONSSPONSORTOTAL OCC.TOTAL DUR.25-54M25-54W25-54adidas5291:33:021,231.7787.9443.8Hyundai3250:54:22722.3461.1261.3T-Mobile2600:52:11689.0440.2248.8Budweiser2470:46:15596.5380.0216.6Philips2920:29:09389.2248.0141.2Gillette2660:26:18351.1223.7127.4Avaya2820:26:11349.0222.5126.5Fujifilm2660:25:42343.3218.8124.6Toshiba2800:26:07343.1218.9124.3McDonald's2370:22:18300.7192.4108.3Yahoo2440:21:12286.2182.8103.3MasterCard2270:20:49275.6176.399.3Emirates Airlines2100:18:54257.2164.592.7Coca-Cola1930:17:45234.8150.484.4Continental Tires1210:10:24140.189.650.4Puma740:05:3573.046.726.3Cialis90:01:2822.614.68.2Vonage90:01:066.04.11.9AIG30:00:126.96.36.199SOS Children's Villages30:00:081.81.10.6
Men In Blue: Brian Roberts
Bobbleheads Feature Wrong Skin Tone
IN GOOD TASTE? In Toronto, Garth Woolsey reported a “bizarre figurine” was being sold on eBay that depicted the scene from a March ’89 game when former NHL G Clint Malarchuk’s throat was cut by a skate blade. Pennsylvania resident Bill Herold, who customized a McFarlane Sports figurine to include the blood, said, “I have NO intention of disrespecting Mr. Malarchuk. ... It was simply done to show his courage and bravery.” Herold added that he “cut off the sale early, taking [US$40] from an anonymous bidder” (TORONTO STAR, 7/17).
Mets Pull Religious Revival’s
TV Spot Featuring Wright
RONALD’S HOUSE: Net income in Q2 for FIFA sponsor McDonald’s increased to about $0.67 a share, from $0.42 a year earlier, as European sales rose on “the strength of World Cup ticket giveaways in Britain and a Big Mac promotion in Germany.” McDonald’s was also helped by selling shares of the Chipotle Mexican Grill (BLOOMBERG NEWS, 7/18)....CNBC’s Dylan Ratigan reported McDonald’s has “showered several Chicago bars with posters promoting a toll-free number that patrons can use to program a wake-up call” from celebrities like Cubs CF Juan Pierre, rapper Twista and Mr. T. The call “urges consumers to get up and get McDonald’s for breakfast” (“On The Money,” CNBC, 7/17).
RIDING ICHIRO: The SEATTLE POST-INTELLIGENCER’s John Marshall notes the “Sato powered by Yunker” ads around the dugouts at Mariners games at Safeco Field are for a Japanese company called Sato Pharmaceutical that “manufactures health and lifestyle products, including Yunker nutritional drinks. Sales of Yunker products are stronger in Japan, but they are available in U.S. stores” (SEATTLE P-I, 7/18).
LET’S HEAR IT FOR THE GIRLS: In Portland, Susan Nielsen writes Nike, which is sponsoring about 150 high school basketball teams nationally, about 75% of which are boys’ teams, could “tweak its generous shoe sponsor program to support Title IX rather than undermine it.” U.S. Department of Education Deputy Press Secretary Samara Yudof said that “private parties and booster clubs can legally donate to anyone they want,” but schools “still must provide equal benefits and services to both sexes” under Title IX rules. Nike Dir of Global Issues Vada Manager said, “When we give products to schools, we do it with the expectation that it will free up resources for other students and for Title IX compliance” (Portland OREGONIAN, 7/18).